A$AP Rocky Unveils '90s Hip Hop & Fashion Inspired Collaboration With Mercedes-benz

From Eric B. and Rakim’s star logo chains and EPMD’s Unfinished Business album cover to the countless lyrical references to their coveted cars, Mercedes-Benz has always had a name in Hip Hop. By partnering with A$AP Rocky, the German luxury car company is deepening its connection with rap.

Pretty Flacko and his creative company AWGE launched a capsule collection featuring gender-neutral streetwear and lifestyle items with Mercedes-Benz on Thursday (March 17). The collection includes hoodies, sweatpants, caps and more, all adorned with the iconic Mercedes-Benz logo.

Mercedes-Benz iconography in hip-hop and New York fashion inspired the collaboration. “I grew up in the ‘90s, so it’s one of the most important eras for me to draw back inspiration from,” Rocky told Highsnobiety. “This collection is paying homage to all the nostalgia that comes back to me every time I see the Mercedes emblem.”

The rapper kept fans updated on his Mercedes-Benz collaboration with a series of Instagram pictures, as well as a 58-second video.

“For Hip Hop alone, Mercedes-Benz has always been a familiar and identifiable brand,” Rocky says in the spot. “The cultural influence Mercedes-Benz has on me starts with the rapper that I’m named after.”