Travis Scott doesn’t play by anyone else’s rules, and at the age of 24 and with two chart topping albums, a smash co-write with Rihanna (“B*tch Better Have My Money,” ring a bell?), arena tours, and collaborations with music royalty like Kanye, Kendrick, Cudi, and Beiber, he doesn’t really have to. His lyrics will do more than make you blush, he’s been known to kick a photographer or two off stage, and may go down in history as the first artist to have his raucous show shut down after five minutes (ahem, Lollaplooza 2015).
The past few months have been nothing short of a frenzy for the young rapper. His guest-heavy sophomore album, The Birds in the Trap Sing McKnight, debuted at number one on Billboard 200, he has record-breaking streams topping a billion, and is one of the biggest artists announced on Coachella’s killer lineup (alongside Beyonce, Radiohead, and Kendrick Lamar). The past few weeks show no signs of a slow down, with the producer/rapper dropping hints to his millions of followers: more tour dates, more music, and…a clothing line.
Helmut Lang x Travis Scott is a 32-piece collection of menswear wardrobe staples: T-shirts, jeans, vests, jackets, loungewear, and sneakers. The minimalistic pieces are offset with striking graphics and patches that make nods to Travis himself, his music, and his Houston, Texas roots.
Travis stopped by our Beverly Hills location yesterday clad in his own Helmut Lang denim to see the collection’s debut. “I’m happy the collection is in Barneys,” he said. “I remember coming here as a kid and buying Kidrobot, so I just felt like this was the right vibe.”
When designing the line, his favorite part was choosing the patches and graphics, which range from the words “cowboy” and “prototype” to bullheads, roses, and—of course—the numbers 713, his hometown area code. While shuffling through his rack of orange, white, and black pieces, Travis added, “My friend brought the idea to me and I was like, ‘Man, yes.’ I’m glad I was able to put different forms of my city and my albums on clothes.”
In between the chaos of selfies with fans, photographers, and videographers, Travis tried on his new bomber jacket, adding, “It’s a Houston thing. All stems down to the rodeo and my first album to my latest album, the journey I’ve been through and trying to find myself as an artist and a person.”