# Rapper Heritage-Inspired Lookbooks 40s & Shorties Launched a SS18 Lookbook with Shyne in Belize By Amy Duong | Published 2018-05-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/40s-shorties1 References: [highsnobiety](https://www.highsnobiety.com/p/40s-and-shorties-summer-2018/) & [40sandshorties](https://40sandshorties.com/) Streetwear label 40s & Shorties looked to Shyne, the former Bad Boy rapper, to star in the new lookbook for its Spring/Summer 2018 collection. The label traveled to Belize, where Shyne is originally from, for the shoot to showcase the rapper's childhood upbringing. Shyne gave a tour where he once struggled, guiding the crew around his familiar island and introducing them to resource centers he's played a role in. The new 40s & Shorties Spring/Summer 2018 collection is comprised of a series of [graphic t-shirts](https://www.trendhunter.com/trends/de-la-soul-x-levis), short-sleeve button-down shirts, crewneck tops and crossbody pouches. The lookbook explores the country itself, as well as its cultural beliefs as a primary experience, and even taps to locals to debut the pieces. The capsule dropped May 24th online through 40s & Shorties. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 57% | Activity: 35% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Heritage-inspired Fashion:** Creating lookbooks that draw inspiration from cultural heritage and personal stories provides a unique and authentic brand experience. - **Collaborative Lookbooks:** Collaborating with notable figures or local personalities for lookbooks can create attention-grabbing campaigns with a strong narrative. - **Destination Shoots:** Traveling to the birthplace or significant locations of an individual can create a powerful connection between the brand and its audience. ### Where This Applies - **Streetwear:** Incorporating personal narratives and cultural heritage into streetwear collections can attract a diverse and engaged customer base. - **Fashion Photography:** Collaborating with artists, musicians, or cultural icons for lookbook shoots can bring a fresh perspective to fashion photography. - **Apparel Retail:** Creating lookbooks that showcase the origin and significance of clothing pieces can enhance the retail experience and increase brand loyalty. ## Related on Trend Hunter - [Mid-Summer Streetwear Launches](https://www.trendhunter.com/trends/when-the-smoke-clears-collection.md) - [Luxurious Spring-Ready Streetwear](https://www.trendhunter.com/trends/ambush-5.md) - [Culturally Backed Fashion Launches](https://www.trendhunter.com/trends/brigade.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Music Culture-Fused Streetwear](https://www.trendhunter.com/trends/paper-planes-1.md) - [Rapper-Honoring Fall Streetwear](https://www.trendhunter.com/trends/tupac-shakur-estate.md) - [Cultural-Influence Fashion Capsules](https://www.trendhunter.com/trends/5th-quarter-collection.md) - [Rapper-Collaborative Streetwear Capsules](https://www.trendhunter.com/trends/p-by-gunna-collection.md) - [Heritage Streetwear Lines](https://www.trendhunter.com/trends/golden-era.md)