Kendrick Lamar is, besides a musical genius, known for his fabulous fashion sense and collaborations with big streetwear brands such as Nike and Reebok. As he was performing at the Antwerp Sportpaleis tonight, he transformed high-end streetwear store VIER into a DAMN pop-up paradise. A brilliant commercial stunt.
One day pop-up
Hundreds of people were lining up at VIER in Antwerp this afternoon. Kendrick Lamar did a special commercial stunt combined with his European tour. To promote his DAMN clothing line, he opened up one day pop-up stores in the European cities he’s performing at. Antwerp was second in line to welcome the collection and it was obviously a money shot.
Pretty fair merch
Not only did Kendrick follow today’s trends by adding embroidery and sleeve prints on his merch, he also made it affordable. Forty euros for t-shirts and sixty-five for hoodies are very reasonable prices in the streetwear scene.
We also have to give him an extra applause for not forgetting the European market. A commercial masterplan, that’s for sure. But Lamar is not the first artist who took things oversea, Kanye West did the same thing for his last album Life of Pablo. Fans who didn’t get to buy tickets for his show, at least got the chance to buy his merch.
It wasn’t a big surprise that Kendrick Lamar chose VIER to sell his DAMN-collection. Last week he was spotted in an Antwerp hoodie for the new King’s Dead video. This hoodie happened to be created in collaboration between VIER and Antwerp based designers Deborah and Martijn from Uber & Kosher. On top, the store offers an interesting range of streetwear brands mixed with high-end labels such as Raf Simons, Dries Van Noten and Prada. This is quite a unique and very refreshing approach in menswear retail. No wonder Raf calls VIER his favorite store in Antwerp.
Photo credits: Yaell Monas for ENFNTS TERRIBLES