With Tommy Hilfiger opening up in the Palms, Lekki, there seems to be something in the air about the 90s. I’m sure for all you that grew up in that era you would have at some point owned a piece of Nautica clothing. And clearly Nautica know that as they seem to be trying to appeal to a new generation of hip hop kids by announcing a move that’s bound to put it back on the map: tapping rapper Lil Yachty as a creative designer for the 2017.
The 19 year old is a great fit for the brand- and not just because of his nautically inspired stage name. After starring as the face of the label’s capsule collection with Urban Outfitters back in November, he popped up in Alexander Wang’s Spring 2017 ad campaign. The Atlanta native has gone from viral sensation that the hip hop world didn’t take seriously to a budding style icon and chart -topping artist in the span of just a year .
The announcement arrives just as brands like Tommy Hilfiger and Clavin Klein have won with a resurgence in their popular ‘90s style, whether with vintage logo tees, denim overalls or branded underwear.
Written by Tokyo James