Asake Came Out In Two Bespoke Levi’s Looks At Headline London Show
Hypebeast caught up with the artist ahead of his sold-out show at The O2 Arena.
Asake returned to The O2 Arena after his debut show there three years ago, marking his third sold-out headline at the 20,000-capacity venue in London.
Supporting his fourth studio album, M$NEY, which dropped earlier this year as his first project released through his independent imprint Giran Republic, the Nigerian artist has been embarking on his In God We Trust World Tour.
Lauded as the sonic evolution of his catalog, the project showcases his creative maturity, merging Afropop, amapiano and jazz, while lyrics draw on cultural folklore, spirituality and religious symbolism. With features from French artists Tiakola and DJ Snake, as well as South African DJ Kabza de Small, it proves how global the Afrobeats sound has travelled. And upon its launch, M$NEY broke the record for the most first-week streams in Spotify Nigeria history. Speaking to Hypebeast, he explains, “The music carries the experiences, the mindset, and the energy of a particular time in my life. With the In God We Trust World Tour, I want people to experience that energy in a way that goes beyond listening to the songs.”
“When I’m on stage, I’m thinking about how the music makes people feel, how we connect, and how we bring that feeling into the room.”
Stepping on stage at his sold-out show, Asake sported two custom Levi’s® outfits, with concepts created by Kevin Mukuri and Mariam Afolabi, looks by Niran Nair, all completely embellished with rhinestones by London-based artisans AGR Knit, and over 200 hours of craftsmanship going into the combined looks.
The first outfit was produced with premium Japanese white denim curated by the brand’s Lot 1 in-house ateliers, with each garment individually cut from bespoke patterns for the two-piece. The look incorporates 100,000 all-over hand-applied crystals, with “GIRAN” lettering on the back, as well as signature Levi’s® detailing, including The Red Tab, arcuate stitching and Two-Horse back patch.
The second look takes the Levi’s® Engineered Moto Jacket from the early 2000s as its foundation. Adorned in 40,000 crystals and constructed using premium blue Kaihara denim, and treated eco-consciously by London-based specialists Laundre using laser technology to create an ombre effect, it features custom “GIRAN” lettering emblazoned on the back, laurel shoulder details, and leather piping. While underneath, a rhinestone-clad Levi’s® Batwing tee features the red-tab logo on the chest and “M$NEY” on the opposite side.
Levi’s / Diogo Lopes
Levi’s / Diogo Lopes
Levi’s / Diogo Lopes
Levi’s / Diogo Lopes
Levi’s / Diogo Lopes
Levi’s / Diogo Lopes
Hypebeast caught up with Asake ahead of the show to discuss fashion inspirations, sound evolution and In God We Trust.
Hypebeast: How would you describe your personal style, and how has it evolved alongside your music?
Asake: My style has always been connected to who I am and where I come from. As the music has grown, I’ve become more open to exploring different things and expressing myself in new ways. But growth doesn’t mean you have to become somebody else. I still want to see myself in what I wear. For me, it’s about evolving while staying true to the person I’ve always been.
When putting a look together, what inspires you? Is it a feeling, a reference, or a story you want to tell?
It starts with a feeling. I like to trust my own instincts and create from a place that feels natural to me. I’m not trying to recreate what somebody else has done. I want to explore what I see in my mind and bring that to life. Sometimes I know exactly what I want, and sometimes I discover it along the way. I think originality comes from being comfortable enough with yourself to follow your own vision.
How does the music from M$NEY shape the energy and creative direction of the In God We Trust World Tour, and how do you bring that sound to life on stage?
The music carries the experiences, the mindset, and the energy of a particular time in my life. With the In God We Trust World Tour, I want people to experience that energy in a way that goes beyond listening to the songs. When I’m on stage, I’m thinking about how the music makes people feel, how we connect, and how we bring that feeling into the room. Every performance is different because the people, the place, and the moment are different. That’s what makes performing special to me.
Walk us through the look you’re wearing. What drew you to these pieces, and why does this look feel like you?
I’m drawn to pieces that have their own character. I like when something has a strong identity but still gives me room to make it my own. With this look, it’s about the way the pieces come together and how I feel wearing them. I don’t want to feel like I’m playing a character. Even when I’m experimenting with something different, it has to feel natural to me. That’s when I know a look is right.
What was important to you in creating this exclusive collaboration with Levi’s, and how did you make it your own?
It was important that the collaboration felt genuine. Levi’s has a history and an identity of its own, and I wanted to bring my perspective into that without losing what makes the brand special. I’m always interested in taking something and expressing it in a way that feels personal. I wanted the collaboration to reflect how I see things, not just put my name on something. When I create, I want people to feel that there was a real intention behind it.
How do you approach dressing for the stage versus your everyday life?
On stage, I think about the full experience. The clothes have to connect with the music, the movement, and the energy I want to give the audience. Outside of that, I dress more according to how I feel. I don’t always want to think too much about it. But in both spaces, I want to feel comfortable in myself. The stage allows me to explore a different side of my expression, but it doesn’t mean I have to become somebody different.
Denim has a long history in music and streetwear. What does it mean to you, and how do you make it feel personal?
What I like about denim is that it doesn’t belong to just one person or one generation. It has been part of so many different cultures and expressions, but everybody can bring something different to it. For me, making it personal is about how you wear it and what you bring to it. You don’t always need to change something completely to make it your own. Sometimes, the difference is in the way you see it.
What do you hope your style communicates about who you are as an artist today?
I hope it shows that I’m not afraid to be myself or to keep evolving. I’ve learned that you don’t have to explain everything about who you are through what you wear or the music you make. Sometimes, people will understand you through the feeling you give them. I want my style to reflect where I am in my life while leaving room for where I’m going. I know who I am, but I’m still discovering different sides of myself, and I think that’s part of being an artist.
