By Tristin Marshall
Atlanta rap artist Lil Yachty released his collaboration with historic brand Nautica today (Nov. 13). The limited edition capsule collection features 19 pieces of seasonal necessities, including a puffer coat, bomber jacket, fleece-lined bucket hats, and more, with branding that pays homage his childhood clique, The Sailing Team.
Nautica announced the rapper as a 2017 creative designer at the top of the year, and the collection was debuted at New York Fashion week in September.
The 20-year-old “King of the Youth” had a major year, dropping his debut album “Teenage Emotions” in May and headlining the ‘Teenage Emotions Tour.’ Early this year, Yachty partnered with Target for the “It Takes Two” campaign alongside Carly Rae Jepsen and starred in a 2016 Sprite commercial with NBA superstar LeBron James. Yachty also posed for the UGG collaboration with designer Jeremy Scott this fall.
Motown President and President of Urban Music/Co-head of Creative at Universal Music Publishing Group Ethiopia Habtemarian spoke about Yachty and branding in a hip-hop world at Advertising Week NYC in September. “In many ways, Yachty helped educate the brand,” she explained of the Nautica partnership and the others that he has secured during his career.
Hailing from Atlanta, Lil Yachty signed to Motown/Capitol through the label Quality Control Music and has released the singles “Peek A Boo” with labelmates Migos and “Better” with rapper, singer, and songwriter, Stefflon Don.
Nautica was founded in 1983 as a water-inspired global lifestyle brand for, men, women, children, and home necessities. Nautica is available in more than 75 countries globally.
View the capsule collection here.