FIRST LOOK: Eminem x Rag & Bone Merch
Eminem is the latest artist getting into the music merch game with a new partnership with Rag & Bone. The centerpiece of the rapper's collaboration with the N.Y.C.-based brand is, fittingly, a hoodie. But not just any hoodie: The Icon Hoodie. Rag & Bone promotional materials point to “branding details” and “premium rib-knit” as markers of the pullover's iconic-ness. It also has some pretty cool, geometric pockets.
"Eminem is a legend, it's as simple as that. We have spent years working to collaborate with true originals, people who have forged their own path in life. For me, Eminem utterly personifies ‘original’. Working with him on this project was humbling, inspiring and generally awesome” says Marcus Wainwright, Rag & Bone CEO, Founder & Creative Director.
While the hoodie is clearly the star of the campaign, the Rag & Bone x Eminem capsule also contains three T-shirts, all of which get names: the Kamikaze, Success, and Graffiti tees. As the press release states, “Drawing references from the world of Eminem and some of his most powerful lyrics and tracks, each of the tees are 100% made and manufactured in America from premium cotton jersey.”
These pieces take a distinctly quieter approach that’s not common in merch, with an understated minimalism carrying the day. These are also garments that are better crafted than your standard merch-stand bulk-buy cotton-poly gear.
The pieces are debuting at a one-day-only pop-up shop in London on Friday, July 13, then dropping in small quantities online July 14. Peep the promo video for the collaboration below and let us know what you think. Will you cop N rock?