23-year old A$AP Rocky aka Pretty Flacko, is one of the hottest names in hip hop currently. With a $3 million dollar deal from RCA-distributed Polo Grounds Music in his back pocket and numerous industry co-signs, the Harlem rapper is well on his way to becoming a household name.
Jeremy Scott is a veteran designer who is a favorite of some of the biggest names in music. Beyonce, Britney Spears, Nicki Minaj, Kanye West, Katy Perry Lil Wayne and Rihanna are just a handful of the celebrities who have rocked Scott's clothing. He has also designed jackets, pants and kicks for Adidas.
A$AP and Jeremy sat down recently with Joe La Puma of Complex magazine for their February/March cover story.
The two discuss fashion, hardships they have faced coming up in their respective fields and speak on the current state of what’s going on in Hip Hop and Fashion.
Check out an excerpt from the interview below.
You've name-dropped Jeremy in a bunch of songs. When did you first notice his designs?
A$AP: Around 2008. We started doing the whole thing. He used to come out with Mickey Mouse shit, three tongues, African patterns and shit. I started getting exclusive shit from France. I liked it so much because the only way you can find it is if you go on eBay, and you’re paying double. There’s no way an average person is gonna have it.
Jeremy: Can I ask you a question? What does A$AP stand for?
A: It stands for “Always Strive and Prosper.” Which is cool, because it’s a positive thing. It’s constructive. People forget how important the youth is sometimes. They determine the future, you know? We respect our elders, so it’s an honor for us to have recognition from you guys. Rick Owens, Raf Simons, Jeremy Scott—that means a lot to us. Just like Jay-Z, Nas, and 2Pac—you guys mean that to us. Seriously.
What do you think this cover with Jeremy will do for your fashion cred?
A: Everything. Because this guy’s a legend. He’s our hero, and we love what he does.
Jeremy, you’ve collaborated with some major players in rap. How does it feel to be co-signed by A$AP, one of the leaders of the new generation?
J: I’m very appreciative. I love hearing the stories about what my work means—not only to him, but to the kids he came up with. His friends, all of Harlem. For me that’s my ultimate goal: to touch people’s lives. The real people on the street. Of course I love having accolades from the fashion world and I’m thrilled with Rihanna and Gaga and Katy and everyone wearing my clothes. But when the real kids are using their money—
Why do you think hip-hop is so fascinated with fashion and vice versa?
A: As black people it was our thing to show that we’re not living in poverty and that we can afford extravagant things—that kind of stuck with us. So when our great-grandparents were putting on their favorite outfits, it was to put on a front for the hard times. And hip-hop is a bunch of people that never had nothing. Fashion is just an expression. It’s an art. It expresses your taste. Good taste is important in hip-hop. I wake up saying I’m going to look the best I can and do what the fuck I want to do. And that’s what it’s all about. I don’t know if I articulated it good because I’m pretty high right now—and I have a lisp and I’m going to Mars right now.
J: [Laughs.] The thing is hip-hop is one of the only communities that really started its own trends.
A: Wow.
J: That’s why I’ve always been inspired by hip-hop artists, because they transform things—even just the jean, turning it around, inside out, sagging it—all these different things. Yes, of course we get little things from other music movements, but hip-hop has been like, Pow! It’s really inspiring and it’s the only new music that has come along in eons. Rock and roll has been around—it’s changing forms. But hip-hop is major.
A: That is so crazy.
A$AP, you’ve talked about this before, but why do you still think there’s homophobia and ignorance in rap?
A: I’m not homosexual. That’s not where I’m at with my life. But I can still be greatly inspired by a homosexual. It has nothing to do with their sexuality. If I start discriminating against people, that will stop me as a person. That’s ignorant. What the fuck does that have to do with anything? It’s not like I want to date this motherfucker—I’m inspired by this dude. This isn’t about fashion, it’s what he personally did for me. I’m not saying I’m going to be an activist. I want to enlighten those brothers. I used to be like them, but I’m a grown-ass man. I don’t care what another man does with his time.
J: Why does it exist in the world? I don’t know. It’s just one of those things. I don’t know why people care about what other people do. When this becomes an issue in politics, that’s the thing that boggles my mind. I heard on CNN that Republicans won’t get behind Mitt Romney because of abortion and gay marriage. Why do you care?
When the going got tough, did you guys ever consider giving up?
A: Before I made it? Yeah, a lot of times. I’ve been through deep shit, like hella depressing shit where I doubted myself and I felt like it’s taking too fuckin’ long. And then I thought, “This is what I do best and I know I’m good. And if I know I’m really good, then the world has to know it.” And I kept pushing for it. There were times that I was like, “Fuck it man. I just want to keep selling drugs.” But I kept going.
How does losing your brother affect you on a day-to-day basis?
A: I try not to think about him at all. It hurts. But this is his way of blessing me, like looking over me. I don’t mean to sound like a cornball—because people might be reading this, like, “Oh, he’s about to talk some bullshit”—but I really feel like my brother’s up there. God is blessing me and it’s been a long time coming. I’ve been poor. I’ve been hood rich. I’ve been heartbroken. I’ve been sad. God is great, man. And I plan to keep Him in my life—and my brother. I’ll never forget about him, ever.
What about you, Jeremy? Did you ever feel like giving up?
J: Yeah, after my fourth show everyone decided to turn against me. I did a show that was all gold and it was in the middle of [a period of] minimalism, and people were like, “This is too brash and too tacky.” And, yeah, it was harsh to have Anna Wintour in your front row and all these people like André Leon Tally suddenly saying, “Oh, you should never design again.”
A: He said that?
J: Yeah, and other people said some really harsh shit. I weathered it and survived. So I’ve had tough times but I never felt like I shouldn’t do it. It was just tough to bear ’cause everyone wants a little love. Those are the things in life that make us stronger.
A: What year was that?
J: That was ’98, ’99.
A: Well look at you now.
You can read the rest of the article by heading over to Complex. Also be sure to pick up a copy of the edition when it becomes available on February 7.
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