After the release of his third studio album, HugoLondon rapper Loyle Carner has teamed up with his friends at British streetwear brand Always Do What You Should Do for a new clothing collection that concentrates bright graphics on a selection of tees, tracksuits and even a miniature chess board.
London-based Always Do What You Should Do have traditionally drawn inspiration from the New Zealand coast and skate and surf brands – such as Rip Curl, Billabong and Quicksilver – that are synonymous with sunny shores. Taking this vision to the streets of the UK capital, the imprint now regularly offers post-Y2K clothing that fuses easygoing streetwear styles with durable skatewear that can be worn all year round on the board.
Additionally, Loyle Carner has had a close relationship with the brand for some time now. As a musician who likes to support local and emerging fashion brands, the South London rhymer recently explained in an interview with Hypebeast that ADWYSD is an “affordable, high-quality British brand” and he wants his followers to know that the label is accessible for someone.
With that in mind, the new Loyle Carner x Always Do What You Should Do collaboration features two new T-shirts in black and white colourways. The back of the t-shirts features Loyle Carner’s latest album track with writing below that reads, “A Loyle Carner album, in collaboration with Always Do What You Should Do.” Additionally, the capsule’s white crew-neck t-shirt features a large Hugo front graphic above ADWYSD’s classic “friends” motif, encouraging wearers to “tell their friends to love Hugo.”
For the tracksuit, it comes in a black colourway, while a usual Hugo the print can be spotted on the front of the chest and the silver pull tab. Coming with matching stockings, they’re completed with a turquoise ADWYSD emblem to the right thigh. To top it off, the collaboration also hosts a mini chess board adorned with the collaboration’s co-branding.
You can take a closer look at the new Loyle Carner x Always Do What You Should Do collaboration above and it will be available on the official ADWYSD website and in an exclusive London-based pop-up store from December 20th. For more info on the Be sure to keep an eye on the official Always Do What You Should Do Instagram page for more details.
In other news, take a look at the new One Block Down collab.