To appreciate the success of the award tour brand, one simply requires vision and memory. This is essentially, 1992 objectified. Now, to actively complicate matters, fully understanding the brand as a concept, (a movement as it were) requires more than just superficial aesthetic appreciation... an instinctual and almost maternal bond to hip-hop is a formal requirement. Not only does this clothing line embody en era, it evokes an emotion.
To dramatically simplify things and perhaps visit the potentially blunt realms of ‘the cliché’...
“To truly know the award tour, you must live the award tour” ....or atleast know a little something about ‘the tribe’ and influential 90's rap.
A riddle for some, a confirmation of suitability for others, whatever the case, put your preconceptions aside.
This is not a ‘diamante with airbrushed tupac’ organization. Nor is it an ‘80s baby’ “ / bringing back green and pink shell-suits” organization.
These tee’s aren’t replicated vintage tee’s, this isn’t costume-wear. The award tour incorporate post 2007 design and 90’s color-ways to create a vibe.
Peep the black midnight marauders shirt (a classic).
The award tour represents those that grew up in, saw and wore the 90’s. Fundamentally, it’s a vibe thing... you know, the type of vibe that makes you wanna bump ‘electric relaxation’, mellow down to ‘Brooklyn sky’ and quote bambaataa lyrics because, well, u feel like doing it.
The award tour is real, so real infact, that it inadvertently puts most ‘neon reliant’ graphic-lines to shame.
Notable 90’s rap lyrics are stylistically and famously binded into the design of a lot of these iconic tees, so too are recognizable, re-worked logo’s and crests. My personal favorite? the official, and highly collectible beanie, (I want / need one).
Exploring the award tour as a conceptual legacy, is an experience in its own right, the guy behind it all; Lochness and his multi-talented partners in crime (Juice, King-d, ARC, Ellington and Cre-hated) live, love and breath the brand, it’s a way of life.
Objectified into a stunning range of tee’s, sweats and hats (the diversity of which suggest impending fortune and success for these guys) a love for graphic cartoons, animation, gadgetry and fashion in general is conclusively the award tour's backbone... (the insanely funny friendship they share is also a contributing factor.... take a look at the blog videos and you will understand).
The vivid tees appeal to you, me, him and her. The trick? Well who knows? but I can safely say that the brand’s dramatically bold text and intensely 90’s colour-ways make each garment fresh and vibrant, yet incredibly wearable.
note* a cheap base metal rope chain and stupid plastic glasses are not an acceptable addition to ‘the award tour look’ ...its all about the tee, well, the tee and the ability to trigger off envious directional gazes.
"r@ndomchild"
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