Nautica has announced Lil Yatchy as their creative designer for the year 2017. The heritage brand has deepened their relationship with the rapper. This was not the first time the rapper was involved with the brand as he was the face for their capsule collection for Urban Outfitters in 2016.
His role at the fashion house is a little more than creative designer as he would also be appearing in marketing campaigns for the capsule collections that he himself will design. He will be featured in all the digital and social media campaigns for the year.
It is not much of a surprise to see him working with Nautica as he himself used to wear a lot of their vintage styled clothes which sort of represented his identity. The 19 year old rapper has been part of a collective called “The Sailing team” however, his stage name came from a name he and his friends from high school created ‘The Yatch Club.’
Lil Yatchy himself seems quite excited about it and that was pretty clear from his statement in a recent interview. He says that Nautica is unlike any other brand present in the market and it is great for anyone and everyone from kids to grown men.
We are already seeing the work from the rapper for Nautica as the brand released a limited collection that was curated by him. It includes their famous pull over flexes and logo Tshirts. It has a very Nineties essence to it which is getting very popular this year.
The statements from the President of Nautica showed a lot of excitement on the part of the brand. The president Karen Murray said in an interview , “He is much more than just a music artist. He is a creative soul. His innate passion and affinity for the brand, fabulous taste level and the way he looks in our clothes, make him the perfect partner for the Nautica brand.”
This new job for the young rapper is another feat in his already successful career. He appeared in Sprite advert last year with the legend himself, the NBA player LeBron James. It only reiterates the fact that the rapper is well liked by his listeners as well as people from the fashion industry. The terms of the agreement have not been made public yet. It is going to be an interesting year for the artist in this sense.
Needless to say, it was a smart decision for Nautica as Yatchy’s personality goes well with the clothing brand. He is quite famous for his red beaded braids and his followers would very much like to walk in his footsteps and get clothes designed by him. He is quite active and famous on social media too with nearly 2 million followers on Instagram and over 127 million views on YouTube. His biggest hit to date remains his collaboration with D.R.A.M on a song called ‘Brocoli’ which was number one Spotify.