# Punk-Inspired Rapper Streetwear ASAP Rocky's VLONE Clothing Line Embodies Underground Culture By Riley von Niessen | Published 2016-06-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/asap-rocky References: [hypebeast](http://hypebeast.com/2016/5/vlone-lookbook-online-store) & [livevlonedievlone](http://www.livevlonedievlone.com/) ASAP Rocky is releasing his [clothing for online purchasing](https://www.trendhunter.com/trends/candy-drop) after he launched it through a series of pop up stores. Current pieces available include hoodies, long sleeves and crew neck t-shirts, with the brand label 'VLONE' screen printed on most. ASAP Rocky makes his brand name clear, having it take over a substantial portion of each item, making each piece easily recognized. Also included are camo-printed shirts which have 'FRIENDS' written across the front in yellow, with brown, blue and green variations of the print. A lookbook released by ASAP Rocky shows some of the styles, enhancing the brand's [underground culture identity](https://www.trendhunter.com/trends/wildest-ones-yet). Images show skateboarders wearing the VLONE clothing, surrounded by dark graffiti -- which incorporates the brand name as well. Others are shown outside against a backdrop of litter, spray painted trucks and dirt bikes, giving the lookbook a punk-metal look. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 88% | Activity: 71% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## 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 - **Streetwear Fashion:** Disruptive innovation opportunity: Incorporating punk-inspired elements and underground culture into streetwear fashion to appeal to alternative fashion enthusiasts. - **Online Clothing Retail:** Disruptive innovation opportunity: Expanding the reach of clothing brands by launching online platforms for purchasing, thus eliminating geographical limitations and reaching a wider customer base. - **Pop-up Store Strategy:** Disruptive innovation opportunity: Utilizing pop-up stores as a marketing strategy to create hype and exclusivity around a brand, leading to increased demand and customer engagement. ### Where This Applies - **Fashion Retail:** Disruptive innovation opportunity: Integrating alternative and underground fashion styles into mainstream fashion retail, catering to a diverse range of customer preferences. - **E-commerce:** Disruptive innovation opportunity: Leveraging online platforms and technologies to revolutionize the way clothing brands sell their products, providing convenience and accessibility to customers globally. - **Marketing and Branding:** Disruptive innovation opportunity: Developing unique and immersive marketing strategies, such as pop-up stores and creative lookbooks, to create buzz and differentiate brands in a competitive market. ## Related on Trend Hunter - [Motorsport-Inspired Capsules](https://www.trendhunter.com/trends/aap-rocky-x-puma.md) - [Rapper Jewelry Brands](https://www.trendhunter.com/trends/pav-nite.md) - [Rapper-Debut Eyewear Collections](https://www.trendhunter.com/trends/blacked-out-collection.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Dynamically Redesigned Sunglasses](https://www.trendhunter.com/trends/the-blacked-out-collection.md) - [Rapper-Made Design Studios](https://www.trendhunter.com/trends/hommemade.md) - [Retro-Futuristic Rapper-Collab Footwear](https://www.trendhunter.com/trends/mostro-3d.md) - [Rapper Signature Dynamic Footwear](https://www.trendhunter.com/trends/mostro-disccord.md) - [Prickly Monochromatic Sleek Footwear](https://www.trendhunter.com/trends/mostro-3d-1.md)