Kid Cudi is shaking up the fashion industry with the debut of his new clothing brand.
According to Complex, the rapper dropped—Members of the Rage—on Thursday (July 27) at Selfridges in London. The collection is inspired by the late Virgil Abloh and his iconic OFF-WHITE brand and serves as a nod to the 90s grunge style mixed with the essence of hip hop and the future. MOTR also features Cudi’s ideas that date back to 2016.
The line features a variety of streetwear pieces that can be mixed and matched from hoodies, joggers, shirts, sweaters, and shorts.
To kick-off the launch, the Grammy Award-winning artist talked to High Snobiety about the collection and his hopes to elevate the industry with it.
The “Day n’ Nite” rapper told the outlet that the collection came about during quarantine and boredom, and with insight from Abloh and BAPE founder Nigo, he found himself on the right track for success.
“I think without being forced to have free time, I wouldn’t have ever sat down and developed it,” he said. “I spoke to Virgil who was really supportive and then reached out to Nigo for guidance on the logo. We went back and forth for a month or so and then we had it.”
As reported by the outlet, MOTR was formed in three days, Cudi noted as “surprisingly easy,” then the first completed collection took a full calendar year to debut.
Cudi wants to disrupt the fashion world one garment at a time. “I want this brand to be a problem for fashion but a good one”, he explained.
He added, “People see MOTR and see a Kid Cudi brand, but this isn’t a game. I have goals. We’re coming for the top. I look at what Virgil did [with Off-White], and that’s the template. If I can do even half of what Off-White™ did for the culture, then I’d be than happy.”
