With his musical career reaching new creative and commercial heights, YG is deciding to devote and invest his time, energy and money into another high-profile artistic venture: fashion. Specifically, YG has linked up with Gavin Mathieu for the 4Hunnid brand.
Having already spent a few years building 4Hunnid and fine-tuning their approach to clothing, YG and Gavin are taking the lessons they’ve learned and steering their label in new, exciting directions. To find out what currently motivates them and what they have planned for the future, we decided to join the 4Hunnid family as they presented their latest major seasonal offering at their first ever fashion show.
“The brand is built on authenticity, pushing society and the fashion industry to respect the originality that comes from where we come from,” Gavin Mathieu, 4Hunnid’s Creative Director, previously shared.
“I did it all when I was young: I skateboarded, involved in the gang cultures. I can show you a lot of old flicks of OG gangstas … the ones that was getting money,” YG tells us, breaking down where he gets his inspiration from. “They had skinny jeans on, shirts tucked, belts, hard bottoms, boots. So, when I decided I wanted to turn up on some fashion shit, I was like … I wanna keep my shit Westside and G’d up.”
You can check out our mini documentary on YG and his 4Hunnid brand above.
For more, check out 4Hunnid’s “Late to School” lookbook.
- Kyle Reyes/HYPEBEAST