GLD Links Up with Lil Durk to Launch New Jewelry Collection
“Only The Family” honors the spirit of community through a selection of pendants, necklaces, and bracelets.
Jewelry brand GLD is no stranger to high-caliber collaborations. The Miami-based label has previously worked with A$AP Rocky, Wiz Khalifa, and Trippie Redd to create their own collection of accessories. This month, GLD continues this legacy and teams up with Lil Durk.
The “Only The Family” collection is designed to champion authenticity and individuality while inspiring the next generation of musicians through Lil Durk’s story. Through eight pieces, the collaboration narrates the rapper’s journey from the South Side of Chicago to the top of the charts. This fusion of story and style encourages wearers to embody their unique life stories and aspirations.
“This collection is a homage to our roots, our growth, and the family we’ve built along the way,” Lil Durk shares. “It’s an invitation to our fans to share in this journey, to wear these pieces as symbols of resilience, unity, and personal growth.”
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Each piece in the collection is made with 14k gold and hand-set stones. Standouts from the collection include the OTF Family Pendant and the OTF Baguette Pendant, which utilize Lil Durk’s “Only The Family” monogram to cultivate belonging. The distinguishing emblem is also seen on the OTF Logo Pendant and Paint Logo Pendant. The line also highlights personal and collective healing with an Almost Healed Pendant, which features a jewel-encrusted portrait of Lil Durk. There is also an OTF Baguette Infinity bracelet and necklace, personifying everlasting bonds in a string of diamonds. Finally, the line includes a necklace inspired by a custom piece in Lil Durk’s own collection, the Baguette Crescent Moon Pendant.
The campaign imagery features Lil Durk with his OTF artists Doodie Lo and DJ Bandz. Photographer Dana Scruggs captures the essence of the collaboration, bringing her distinctive perspective from Chicago’s South Side, similar to Lil Durk and his OTF family. The images capture each artist’s personality alongside GLD’s eye-catching designs.
“This campaign invites consumers to wear our pieces as a representation of their own stories, intertwined with the ethos of OTF and GLD,” says GLD founder and designer Christian Johnston. “It’s this personal connection, this feeling of being part of the narrative of hustle and success, that sets GLD apart. [We] foster a community where each piece is a tangible link to the family we’ve built with our collaborators.”
Since its founding in 2015, GLD has been the go-to destination for anyone who wants style and quality. They’ve built a loyal celebrity clientele, like musicians Snoop Dog, Lil Nas, and Cardi B. And the brand backs up its reputation—each piece you order is guaranteed for life.
GLD and Lil Durk’s partnership extends beyond “Only The Family.” The pair will also launch a career program that provides twenty Chicago high school students the opportunity to explore college and career paths at St. John’s University in New York.
Prices for “Only The Family” range from $148 to $229 USD. Every item can also be made in solid 14k gold, and these versions are priced between $12,500 and $50,000 USD. For more information on the collection, visit GLD.com.
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