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Guess is launching an entirely new line titled Guess Originals and for its first collection it has partnered with rapper A$AP Rocky, according to Fashionista. The new line sounds like it will operate similarly to Adidas's Adidas Originals brand by partnering with celebrities to put a twist — and cool factor — on pieces from the Guess archives.
It's obvious which section of the archives Rocky gravitated to. The collection is heavily influenced by the '90s with pieces like acid-washed denim shorts and jackets, overalls, and bibs with a tweak on the classic Guess logo — which now reads Gue$$ — and the striped T-shirts the rapper has been wearing a lot of since the release of his last album, At.Long.Last.A$AP.
Rocky spoke about his decision to partner with Guess on The Cut. "So I was watching Menace II Society, and I remember rappers like Nas rapping about GUESS, seeing André 3000 and Wu-Tang members and whatnot, and Tupac in GUESS, it just made me feel like, these kids, they should know about it right now," he said.
And if you happen to be in New York, Rocky and Guess are launching an installation that carries over the '90s influence. The space imitates every detail of a '90s basement down to the retro Nintendo consoles and Pop Rocks, which have been renamed Pop Rocky$. The pop-up will run through January 17th.
The collection is set to launch at Guess's website and stores on February 15th with select pieces hitting Opening Ceremony in New York and Los Angeles, Union is Los Angeles, and men's at RSVP Gallery in Chicago on January 30th. Prices range from $39 for the T-shirts to $228 for the outerwear.
Update: WorldStarHipHop shares behind-the-scene footage from the collection's campaign which feature none other than supermodel Naomi Campbell alongside A$AP Rocky. You can watch the clip, soundtracked by Rocky's Juicebox Joints, below.
Naomi Campbell x Asap Rocky for Guess. pic.twitter.com/Rxvh6IWifr— WORLDSTARHIPHOP (@WORLDSTAR) January 22, 2016