A$AP ROCKY X GUE$$: a love letter to 90s hip hop

Upon embarking on a collaboration with Guess Originals, rapper A$AP Rocky described the marriage as “taking archival designs and adding a new twist.” It’s safe to say he stayed true to his word. Put simply, the collaboration is a love letter to the fashion of ‘90s hip hop.

The limited edition collection is an ode to denim, dungarees and over-sized branded t-shirts. Staying true to the likes of Dr. Dre and TLC, everything is over-sized and baggy.  The menswear collection, includes skinny jeans, over-sized denim jackets and varsity jackets with contrasting sleeves. Whilst the womenswear collection is a flurry of turtlenecks and light blue denim high rises. His signature pieces? Striped Guess t-shirts and polo-necks, emblazoned with the Guess logo (aptly, branded GUE$$- a nod to Rocky’s A$AP mob). The collection would not be out of place in an Aaliyah or N.W.A music video.

But the collection isn’t just merely a revisiting of the classic ‘90s label, instead it's a reinvention of a decade so pivotal to current fashion trends. The collections marries ‘90s-era crop tops, with the skinny jeans, so beloved by the ‘00s kid. High rises are modernized with pastel pinstripes and over-sized jackets come in at the waist, to ensure a figure-hugging fit. Of the collection, Rocky claims “I think this is dope because hip hop hasn’t seen these colorways and patterns since the early ‘90s.”

Even the promotional film for the collection is a celebration of the 20^th century’s final decade. Produced by Rocky and his creative team AWGE, the video is filled with classic ‘90s stereotypes, be it box TVs or skaters- the video has a Sonic Youth vibe. Sporting Rocky’s denim-heavy collection, the film depicts models breaking into Guess’ warehouse in order to try on the pieces- a perfect nod to the rebellious nature of ‘90s youth culture. In one last salute to this rebellion the video ends with an voice-over of Rocky drawling “what that bitch said, fuck your favourite designer.”

Throughout his career, A$AP Rocky has become a key figure in the fashion world. His collection only propels his fashion-cred to a new level. His collection is  a mix of both old and new- a revisiting, as well as a reinvention.

GUE$$ Originals x A$AP Rocky is currently available in Selfridges department stores across the UK, as well as the Selfridges webstore and the Guess webstore. 

by Kiera Finn-Oluonye