Off-White, Lil Nas X, Skepta & more – This is what you missed last week
What you missed
Like every week, we’re back with another recap of the most important happenings of the hiphop and street fashion business world.
This time, we have Off-White becoming AC Milan’s Style and Culture curator while Lil Nas X gets together with Coach. We’re also talking about Skepta, who sealed the deal with German sportswear brand Puma.
Lots to cover, so let’s get into it!
AC Milan &
AC Milan and Off-White are kicking off a new partnership. As of October 5, Off-White is the Club’s official Style and Culture Curator. As part of the deal, Off-White will provide clothing for the men’s and women’s teams, with the former wearing their new official outfits for the first time in their Champions League away match in London this week.
The partners aim to celebrate “humanity” and use their platform to generate positive change with a clear claim that embodies it all: “Wear your heart on your Sleeve”.
Casper Stylsvig, Chief Revenue Officer of AC Milan, commented:
“This partnership is an ambitious project that involves two innovative and global brands. As a Club, we have very defined principles. Cultural-inclusivity and equality is at the forefront of our business. Therefore, we are proud to embark on this journey with Off-White, with whom the Rossoneri share a common vision and a common mission. The new journey is a further testament to AC Milan’s ability to engage with younger generations through the convergence of football with other sectors.”
Subscribe to our newsletter for updates on hiphop business, street fashion, arts, and culture.
Lil Nas X
Lil Nas X gets together with the American heritage-brand Coach for their “Courage to Be Real” which includes a short film and official images.
Accompanying the announcement, Lil Nas X explained:
“My whole career has been about breaking down doors, and this campaign represents everything I’ve overcome so far. It’s about walking into new chapters of life, new experiences, and new versions of myself, and it’s rooted in authenticity and self-expression—two things I really care about. It was really fun collaborating with Stuart and Petra to bring this to life.”
German sports manufacturer Puma and UK rap legend Skepta are partners with immediate effect. Skepta is not only to be involved in new products, but also in marketing. In the past, the 40-year-old had collaborated with Nike on several occasions.
Through his newly founded organization “Big Smoke Corporation,” Skepta will work with Puma in the future. He will be responsible for the Puma Men division. As Skepta explains, he doesn’t just want to be an advertising figure or design his own shoe – he wants to have a creative influence on all areas. On Instagram, he thanked the partnership and toasted “creative control.”
In an interview with Hypebeast, the Grime legend said he would be responsible for the “tech and street side” of Puma. He said he wants to bring the “London energy” from videos like “Shutdown” to Puma.
With this, Skepta alludes to his extremely successful series of Nike shoes. Under the SK Air label, the Brit had released Nikes in all sorts of variations. Always extremely successful. With the switch to Puma, however, this chapter is now probably closed.