YG Explains His 4Hunnid Brand: ‘It’s Not Merch, It’s a Lifestyle’
In 2016, tour merch became a legitimate trend. Kids were wearing The Life of Pablo T-shirts as often as Supreme tees. Lines snaked around the block for Drake’s Summer Sixteen concert merch. But YG, who just dropped his new single “Pop It, Shake It” last week, says 4Hunnid isn’t just merch; it’s a real clothing line.
What exactly makes it different? To show us, YG invited us to his private birthday party at his house in L.A. In the interview above, the rapper talks about being inspired by what Jay Z and Dame Dash did with Rocawear, working with 4Hunnid creative director and friend Gavin Matthieu on the new collection, and where he’d like to take 4Hunnid. You can cop the first drop of the new collection online; the second release will be available at the end of the month.
