As a frequent concertgoer myself, I’ve racked up a decent collection of merch over the last couple of years, and while these t-shirts are cute and give people a little peek into your music library, are they worth the amount of money they’re being sold for? Truth is, probably not. Not to mention the Twitter scandals over misprints or even fans receiving a completely different item than the one advertised. As a result, I think many artists have become a lot more conscious about the quality of merchandise that is being sold under their names. Among them is Tyler, The Creator.
Tyler Gregory Okonma, or Tyler, The Creator, is an American rapper, singer, and record producer. He has been involved in the fashion world for a while now as co-founder of Odd Future and the founder of Golf Wang. Inspired by skater subculture and sporting friendlier price tags, they tend to appeal to a larger audience. His most recent endeavor is his luxury brand Golf Le Fleur, who you might recognize for their Converse One Star collabs that dropped originally in 2018. 10 years after Golf Wang, Le Fleur dropped their first solo collection along with Tyler’s 6th studio album “Call Me If You Get Lost”. The brand is a complete deviation from streetwear where he curated a French inspired “dad-core” aesthetic selling fragrances, loafers, leather jackets, luggage, and more. “Call Me If You Get Lost” and Le Fleur stylistically share a vision that is brought to life through his music videos.
In an interview for Fast Company, Tyler explains that “this isn’t just an artist putting his name on stuff and selling it at a merch booth… I put so much time and love into all of this.” My favorite feature of the brand is that it really feels like a passion project. Every aspect of it: the logo, the pastel palette, the promotional shoots, and the physical store feels intentional. He says that making pieces like the hand-crafted travel trunk, in collaboration with Globe-Trotter, is not for profit from a business standpoint. He just wanted to create art for the sake of creating art. With multi-colored leather straps and an embossed top handle, the suitcase is selling for $2,095 on the Golf Le Fleur website. Tyler understands that the price is not for everyone, but by using materials like Italian silk and leather, it is undoubtedly justified. I find the “Call Me Long Sleeve Button Up” one of their best. It’s made of silk with a rounded collar and finished with hand-stitched flower buttons. The rounded collar is so chic, and a detail not often found in menswear. “French Waltz”, their unisex fragrance, is also a fan favorite, with top notes of mandarin and magnolia that fade into a musky sandalwood.
There is a sort of performance art that goes along with Okonma’s niche yet easily recognizable fashion persona that fans can’t get enough of. The brand even has its own YouTube channel filled with shorts directed by Tyler, each showcasing the visual essence of different items. Watching these is where the real crossover between fashion, music, and production happens, and Tyler is present at every stage. From skater to opulence, Tyler is what any good artist should be: multifaceted, authentic, and ever changing.
Other artists have dipped into the world of luxury including Harry Styles’ sustainable beauty brand “Pleasing” as well as Frank Ocean’s jewelry brand “Homer”. While my bank account might not be here for it, my heart definitely is. As a fan of all the aforementioned, seeing them develop something that actually correlates with their creative ambitions and isn’t just selling something for a quick buck is nothing short of inspiring.
Words by Beth Rodriguez.
Graphic by Daisy Rankin.