If you don't know the name Verdy, prepare to learn. The cultishly popular Japanese graphic artist, renowned for his prolific collaborations, just accepted perhaps his biggest gig ever. This summer, Verdy joins BLACKPINK as the world-conquering K-Pop group's artistic director.
The news was announced on June 15 by way of a brief press release, which revealed scant details of the partnership.
Specifically, Verdy will create "an exclusive capsule collection" for BLACKPINK's ongoing BORNPINK world tour, promoting the album of the same name.
Verdy's BLACKPINK merch debuted on June 29 during a three-day event in London produced by Bravado, the omnipresent branding arm of Universal Music Group. Even if you leave empty-handed, you'll still walk out with a free Verdy tote.
Verdy will "create a world that merges his distinct artistic touch with Blackpink’s ultra feminine aesthetic," according to the statement. It's all pretty open to interpretation but the good news for fans is that this means that the door is open for much more Verdy x BLACKPINK down the road.
So, who is Verdy?
Primarily known for directing his omnipresent Wasted Youth and Girl's Don't Cry brands, Verdy is a multihyphenate prodigy schooled in the art of streetwear by peers like Human Made/KENZO director NIGO and Hiroshi Fujiwara, founder of fragment design.
Prior to 2019, Verdy was an IYKYK talent. But, just a few short years later, his jaw-droppingly extensive resume included collaborations with Instagram, Nike, Coachella, Dover Street Market, Levi's, Budweiser, Paris Saint-Germain, UNDERCOVER, and even Steiff, the luxury teddy bear company.
At the same time, Verdy was also knocking out some comparatively deep collaborative cuts with comparatively low-key friends like NEEDLES, Blackmeans, Phingerin, and Whimsy Socks, a Japanese label that specializes in, yes, socks.
If Verdy's big-name collaborations have earned him mainstream streetwear appeal, these more personal team-ups are what's earned Verdy undying respect from the heads.
Famous Verdy fans run the gamut from A$AP Rocky to Post Malone, the latter of whom even tapped Verdy to design some of his merch. Truly, if you're a musician and you want some merch that's both top-tier and for the culture, you gotta get Verdy.
That BLACKPINK aren't just collaborating with Verdy but actually hiring him as their artistic director is pretty intriguing.
It's actually quite a clever move for BLACKPINK to bring in Verdy, really: no other K-Pop group of BLACKPINK's scale or influence is working with an artistic director of Verdy's renown.
This isn't Verdy's introduction to BLACKPINK, mind you, as the pair previously connected for a BORNPINK listening party in 2022 and have reportedly been in touch for several years.
BLACKPINK is already world-famous and the apple of every luxury brand's eye, but Verdy can offer the group the street-savvy clout that comes with being a sought-after designer on the cutting-edge of culture.
Perhaps he can even set up some big BLACKPINK collaborations following the BORNPINK merch this summer. BLACKPINK Nike Dunks? BLACKPINK Levi's jeans? A BLACKPINK car???
All within the realm of possibility, and all guaranteed to sell out immediately.
