The collection is limited to belts for now, split into two categories: the Red Monster, made from Italian leather (£297) and the Bettas (£197), which is made from a vegan alternative. “He also wants Devoni to have wider benefit, with his use of vegan leather and with part of the proceeds of sales going to charitable organisations across Harlem.” “Ferg convinced me with his attention to detail from the material uses, through to the design and execution,” said Karelis. Devoni will be sold alongside growing contemporary labels such as Xander Zhou, Kwaidan Editions and 1017 ALYX 9SM, as well as more established brands like Paco Rabanne, Rick Owens and Y-3. Machine-A founder Stavros Karelis has a reputation for taking a selective and supportive approach to the emerging labels stocked by his store. The positioning in a retailer known for its fashion-forward edit of emerging labels sets the brand apart from other celebrity launches. His label, Devoni, is set to relaunch this week at London-based concept store Machine-A. I’d watch documentaries on designers I looked up to, like Karl Lagerfeld and Yves Saint Laurent, but these guys came from a different world to me. That led to collaborations and campaigns, but Ferg now has ambitions to resurrect his childhood dream of becoming a fashion designer. A$AP Mob brought their own spin, adopting skinny jeans and pairing streetwear with luxury. His debut album, “Trap Lord,” launched in 2013 and earned him the Rookie of the Year accolade at the BET Hip Hop Awards.īut music also became a way to remain connected to fashion, especially at a time when the industry was beginning to embrace the hip-hop culture and style. In 2006, he joined New York hip-hop collective A$AP Mob alongside childhood friend A$AP Rocky. Instead, Ferg was drawn to music, where he could see role models like Jay-Z, Nas and 50 Cent. I’d watch documentaries on designers I looked up to, like Karl Lagerfeld and Yves Saint Laurent, but these guys came from a different world to me.”
There were no Black, male designers like Virgil Abloh to look up to back then. I was unusual in the sense that I was this young Black kid growing up in Harlem but at home, I was watching fashion shows and immersing myself in this world. “At the time, I didn’t know it was possible. “My childhood dream was to design my own clothing line,” said Ferg. The artist grew up in Harlem in a creative household - his Dad was a designer in his own right - and was raised watching runway shows and taking inspiration from figures on the New York art scene like Jean-Michel Basquiat and Keith Haring.īut while Ferg, born Darold Durard Brown Ferguson Jr., initially went to art school, he came of age at a time when the path for a young Black man to make a career in fashion was constrained. Long before his hip-hop career took off, rapper Ferg’s ambition was to become a fashion designer.
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