Always Do What You Should Do Enlist Loyle Carner for Collaborative 'Hugo' Collection

Following the release of his third studio album, hugo, London-based rapper Loyle Carner has connected with his friends at British streetwear label, Always Do What You Should Do for a new garment collection that focuses bright graphics across a selection of T-shirts, tracksuits, and even a miniature chess board.

Traditionally, London-based Always Do What You Should Do takes inspiration from the coast of New Zealand and the skate and surf brands — such as Rip Curl, Billabong, and Quicksilver — that are synonymously associated with the sunny coastlines. Taking this vision to the streets of the U.K.’s capital, the imprint now consistently drops post-Y2K garments that merge easy-going streetwear styles with durable skatewear that can be worn all year round on the board.

Additionally, Loyle Carner has had a close relationship with the brand for some time now. As a musician who loves to support local and emerging fashion brands, the South London rhymer recently explained in an interview with Hypebeast that ADWYSD is an “affordable U.K. brand with high quality” and he wants to let his following know that the label is accessible for anyone.

With this in mind, the new Loyle Carner x Always Do What You Should Do collaboration presents two new T-shirts in black and white colorways. The back of the tees features Loyle Carner’s latest album title with a scripture below that reads: “An album by Loyle Carner, collaborated with Always Do What You Should Do.” Furthermore, the white crewneck tee from the capsule features a large hugo graphic on the front above ADWYSD’s classic “friends” motif, encouraging wearers to “tell friends to love hugo.”

For the tracksuit, it comes in a black colorway, while a customary hugo print can be spotted across the front of the chest and silver zip-puller. Coming with matching bottoms, they are complemented with a turquoise ADWYSD emblem across the right thigh. Rounding things off, the collaboration also welcomes a mini chess board which is adorned in the collaboration co-branding.

You can take a closer look at the new Loyle Carner x Always Do What You Should Do collaboration above and it will be available on the official ADWYSD website and at an exclusive London-based pop-up store from December 20. For more information on the pop-up be sure to keep an eye on the official Always Do What You Should Do Instagram page for further details.

In other news, take a look at the new One Block Down collaboration.