UK rapper Tinie Tempah has launched a new fashion line, Disturbing London, in a collaboration with streetwear label MH1, which launched at Selfridges two weeks ago.
“At the end of the day, I’m a 23-year-old male from inner city London. Of course I’m into tailoring – but in the right circumstances: swanky events, awards or fashion shows. I want [the collection] to show the different layers of what makes me who I am. I thought it would be good to do something that was high-end streetwear, based around the whole Americana storm that is happening now. D’ya get what I mean?”
Disturbing London has a streetwear feel – graphic print sweats and tees, aviator jackets and chinos, all priced between £25 and £245 – that’s in synch with the rapper’s music style. “I love clothes and this brand expresses my style of street-cool culture mixed with high-end fashion,” says Tinie, who also fronts the campaign.
The collection is an offshoot of the record label, also called Disappearing London, which he co-founded with his cousin, Dumi. The ad also stars their hot new signings Sasha Keable, Dot Jr and the interestingly monikered G FrSH.
“Music and fashion have always gone hand-in-hand and it’s something we know our customers…feel passionately about – so Disturbing London with Tinie Tempah is something we’re incredibly excited to be launching,” says Reece Crisp, Selfridges’ contemporary buyer. “The product is really commercially promising – we’re seeing a huge appetite for streetwear at the moment, and the price point is great.”
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