Similar to other ’90s It-brands (ahem, Tommy Hilfiger) Nautica just announced a move that’s bound to put it back on the map: tapping rapper Lil Yachty as a creative designer for 2017.
The 19-year-old is a great fit for the gig—and not just because of his nautically inspired stage name. After starring as the face of the label’s capsule collection with Urban Outfitters back in November, he popped up in Alexander Wang’s spring 2017 ad campaign. The Atlanta native has gone from a viral sensation that the hip-hop world didn’t take seriously to a budding style icon and chart-topping artist in the span of just over a year. And with this Kanye West-like move, it would be no surprise if Yachty landed a collection of his own designs later this year.
The announcement arrives just as brands like Tommy Hilfiger and Calvin Klein have won with a resurgence in their popular ’90s styles, whether with vintage logo tees, denim overalls, or branded underwear (thanks, #myCalvins).
Will Nautica see similar success? All signs point to yes.
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