Lil Wayne Is American Eagle's Next Avenue Into Gen Z Consumers

Lil Wayne’s relationship with jeans is arguably one of the most affluential in hip-hop. From ushering in the years of baggy denim alongside his BAPE hoodies, to being on the forefront of the skinny jean era, the multi-platinum artist has always had a knack for executing his style in a meticulous manner.

What may come as a surprise to some is American Eagle’s latest collaborative effort to target Gen Z consumers, a 25-piece capsule collection alongside the famed rapper that will be releasing later this summer. As reported by WWD, the new collection is composed of tie-dye and color-blocked pieces ranging from t-shirts and hoodies to boxers and socks, incorporating hats, jeans, shorts, and skate decks.

In a recent statement, Wayne noted that “my fans wear and love the brand, so we came together to co-create a collection that blends my personality with American Eagle’s iconic style.” He continued by saying that “American Eagle gets it. The brand celebrates individuality and to me that’s something I want to be a part of.”

Chad Kessler, global brand president at American Eagle, stated that Lil Wayne “might not be the first person to come to mind,” when thinking about the jean supplier, yet believed that the single “Uproar” off his latest Tha Carter V album had been popular with the brand’s customers, utilizing the song for the collaboration’s marketing campaign. “We love him as an individual and thought it’d be exciting to work with him…music is always a part of young people and I think Gen Z is no different.” Much of Kessler’s words reflect the retailers recent focus within the music sphere, such as its recent stage sponsorship at Governor’s Ball and its Lollapalooza stage coming this August.

The American Eagle x Young Money collection has yet to be revealed in its entirety, however, the retailer will reveal it on July 30, with the collection releasing at the imprint’s stores on August 10.

For more related news, Lil Wayne is currently co-headlining a tour alongside blink-182.

Here is a preview of Lil Wayne’s upcoming clothing line with #AmericanEagle!https://t.co/7X3dzaeGx5 pic.twitter.com/mDjRXbVybl

— Lil Wayne HQ (@lilwaynehq_2) July 8, 2019