One thing that separates New York City from any other city in the world is its attitude. The hustler mentality, swag, and high-octane energy. As a center point of culture, the birthplace of hip-hop, it possesses a natural gravitational pull that creates and attracts talent – all feelings that ELIAS looks to emulate.

Across several generations, New Yorkers have carved out a path that sees the city stretch across oceans. It's achieved such heights thanks to its go-getter attitude and decidedness that it'll always refuse to fail. That mindset has birthed legends the likes of Nas, Jay Z, Biggie, Tupac, 50 Cent, and Juelz Santana – hip-hop royalty.

Connecting with Juelz, who most will know as one of the key components of The Diplomats alongside Jim Jones, Cam'ron, and Freekey Zekey, ELIAS looks to make its own statement on NYC cred.

Coming out the gates with an offering that bares the aesthetic of the streets that raised it, ELIAS bares a black palette that allows its motifs, including the US flag, to speak volumes without leaning obtuse.

The standouts are undoubtedly the waxed, laser-etched denim and thermal lined full zip hoodie, forming the base of an everyday uniform. Naturally, Juelz is seen rocking the set with a pair of black timbs – it's only right.

With the first stride complete, ELIAS looks to strike a match and ignite its elevation, ensuring all of the pieces align for a year of continued success.