Lil Wayne's Young Money Merch capsule collection drops at Neiman Marcus Beverly Hills

, 2018 1:05 AM

Lil Wayne and Neiman Marcus have partnered on the rapper's new streetwaer-inspired line. (Young Money)

For its latest collaboration, Neiman Marcus is banking on Lil Wayne, teaming up with the rapper on a Young Money Merch capsule collection, which hits shelves on Friday.

Launching online and at Neiman Marcus Beverly Hills (with a personal appearance by Lil Wayne), the 12-piece streetwear-inspired collection — named after Lil Wayne’s label, Young Money Entertainment, which includes the likes of Drake and Nicki Minaj — spans brightly colored graphic logo tees, caps, jackets and a tracksuit, all priced from $50 to $130.

Lil Wayne in a T-shirt from the Young Money Merch collection, which is named for his label.

“Young Money is in every youthful person. It really is about believing in yourself, and it’s about having a drive, having a passion, self-motivated, tying up the shoe laces and getting out there and making your way from nothing,” said Mike Morris, creative director of Los Angeles-based Young Money Merch, who first joined forces with Lil Wayne 12 years ago to conceive the rapper’s lower-priced skatewear line, TRUKFIT. “That’s pretty true to who Wayne is and his character. So we embody a lot of the things that he has within his DNA and we add that into the characteristics of the brand.”

Merchandise is a big thing right now for artists, explained Morris, who debuted the Young Money Merch brand with Lil Wayne in 2017. “This was just a time for us to get in there and really have fun with it,” he said. “All of the higher-end brands and companies are trying to figure out how to utilize us. Wayne has a large influence on pop culture, and they know that we are able to bring in these millennials.”

Lil Wayne in two looks from the Young Money Merch collection.

Neiman Marcus was among those retailers who took note. “It is a pivotal time for us at Neiman Marcus. Music and fashion have always gone hand and hand throughout our culture and this was a cross-market opportunity to collaborate with one of the biggest faces in hip hop,” said Twana Brown, vice president, divisional merchandise manager of men's sportswear, shoes and leather for Neiman Marcus. “Wayne’s talent and creativity brings excitement to the industry and is the very disruption that keeps customers interested, not only for our existing customer base but attracts the new millennial consumer.”

Previous Neiman Marcus partnerships have included Alexa Chung, Liberty Ross, Alice and Olivia, Quincy Jones X Buscemi and Jennifer Lopez X Giuseppe Zanotti.

Who will be wearing the latest collab? Lil Wayne, for a start. “Wayne is super supportive of the Young Money Merch stuff,” Morris said. “He’s actively wearing it in performances, to skate parks, in his day-to-day life.”

Lil Wayne in a promotional image for Young Money Merch and Neiman Marcus.

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