Last night 2 Chainz was one of the many surprise guests brought out by The Weeknd during the New York leg of his ‘Legend of the Fall’ tour. Today the former Playaz Circle member had his moment to shine when he launched a brick-and-mortar pop-up in support of his forthcoming album, Pretty Girls Like Trap Music, releasing June 16. The Atlanta native also revealed plans to house the store online starting tomorrow, though the available product will only be live in 24-hour blocks.
Located in New York’s well-heeled SoHo area, the physical space predictably drew a line of eager fans, and of course, resellers. And if there’s one thing entertainers and their teams are smart about it’s understanding the nature of trends – pop-ups are obviously a huge one right now. That said, the “Birthday” rapper certainly followed in the footsteps of artists like Justin Bieber who have also partnered with multidisciplinary creatives on exclusive product runs. In this instance, Chainz tapped Trevor Andrew (aka GucciGhost) to help him realize both the store vision and creative around his album.
2 Chainz touches on all of the standard offerings – hoodies, T-shirts and baseball caps – but scrawled in GucciGhost’s now seminal script, it’s likely the rapper will find a wider audience than diehard fans. Plus, “pretty girls like trap music” is about as quotable as you can get. And as we know, this generation loves its quotes.
‘Pretty Girls Like Trap Music’ Pop-Up
Wednesday, June 7
3 p.m.-8 p.m.
54 Greene St.
New York, NY 10013
- Photography: Bryan Luna / Highsnobiety.com