The main star of the campaign is grime rapper Ghetts, who is currently working on his latest project ‘Conflicts of Interest.’ The collection is led by a series of apparel options including heavyweight tracksuits, shorts, basic tees, and more. The tees are made from organic cotton and are defined by their minimal branding details for an understated look.
Ghetts speaks about the capsule, stating “I’m from East London and I just had so many musical influences around me growing up, whether that was my aunt singing, my dad and nan both playing keys. I used to do the freestyle thing, on the roads with the mandem and go radio but that was more like an outlet at the time to be heard, to be recognized. I believe there’s a lot to be learned in all corners of the world. With that said, I’m here now and I don’t think I’d change anything, it just might disrupt who I actually became. You always want more in life, but I’m a content human being. I wouldn’t want to lose something. You believe in yourself, more is possible.”
