Where Drake leads, many follow.
And in the case of SHOOP Clothing (the Madrid/Tokyo based label has previously produced custom made pieces for the Canadian rapper) such sheep culture would be bang on the money.
For SS16 the label has tapped London artist Michael Willis; a previous Kenzo/Nike/Warp Records collaborator, here Willis’s talent extends to graphics, which feature throughout the collection. Elsewhere Otaku, a Japanese word for people with obsessive interests, informs the collection’s aesthetic.
The outcome? A clean mix of contemporary and nostalgic references with a futuristic vibe: Chloë Sevigny’s 90’s hair, 00’s denim in a Tammy Girl meets Evisu kind of way, a colour palette that nods to 90’s catalogue shopping, and a selection of sweatshirts that wouldn’t look out of place on London’s Southbank.