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A$AP Rocky's AWGE x Selfridges Bodega is Inspired by the Star's Home Town

 - Oct 6, 2017
References: hypebeast
A$AP Rocky's AWGE x Selfridges Bodega is an experiential pop-up that draws inspiration from the rapper's home town and Harlem neighborhood. The NYC-themed activation is styled to resemble a local convenience store, offering a selection of 150 exclusive items, including limited edition clothing, housewares, branded donuts, and other collectibles targeting Millennial streetwear buffs.

A$AP Rocky's AWGE brand is a collaboration with Rob Gallardo, Ian Connor, and Shane Gonzales among others, and its unexpected approach to merchandising speaks to the rapper's own personal style, and fearless approach to self-expression.

Translating the visual aesthetic of his music videos into a retail space, the star teams up with UK-based department store Selfridges to bring a touch of Harlem's energy and spirit to London streets.