A$AP Rocky and his umbrella company, AWGE opened a New York-style bodega at the world famous department store, Selfridges on October 2, 2017 through October 11th. Rocky felt it was important for London, and the many different parts of Europe, to experience first-hand what an authentic New York bodega looks like. The AWGE Bodega, located in a hidden corner of the store’s lower ground floor, has aisles packed with food, toys, films in addition to the GUESS x A$AP Rocky London capsule.
The capsule’s pieces are inspired by vintage logo-centric styles from the GUESS archives. The GUESS x A$AP Rocky Londoncollection leads with signature stripes, logo tee’s and an oversized denim jacket for fall. Long and short-sleeved pinstriped GUE$$ logo shirts are the core of the capsule and are dipped in orange, baby blue and pastel yellow tones. To balance out the collection, a light-wash 90’s icon oversized denim jacket embroidered with “$” in “GUE$$” on the back modernizes the timeless GUESS design and lends a subtle nod to the collaborator. The throwback vintage feel lends itself to mens and womens dressing.