can joey bada$$ create the next supreme?

If Malia Obama is wearing your shirts, where do you go from there?

by i-D Staff
26 April 2016, 3:18am

Photography Daria Kobayashi Ritch

Joey Bada$$ is 21 this year. Right now, he's got a giant billboard with his face on it in his hometown: New York City. It's part of Calvin Klein's latest My Calvin's campaign, the same one Bieber and Twigs are in. For reference, he pledges in #hiscalvins. Last year he dropped debut studio LP B4.DA.$$, and he's acting in Golden Globe winning show Mr. Robot. Basically, he's flexing in every world he can. 

Now, Joey's keen to devote some time to growing his record-label-come-clothing-brand, Pro Era. Joey founded the group with his childhood friends. "I met all my crew "Pro Era] in High School; Dyemond Lewis, Capital Steez, Powers P [Pleasant], CJ Fly," he told i-D last time we caught up. Pro Era quickly went from a team of kids in highschool to teenagers in the studio, then designers. Not too long after they started making tees, one turned up on Malia Obama—Barack's daughter. 

"It caused so much drama and shit, but it made me feel like, 'Wow! Tonight or in the near future, I was talked about in the White House,'" he told Vogue in a recent chat, "Malia is definitely woke!" Riding that wave of attention, Joey's next ambition, as Vouge tells it, is to create "an elevated streetwear behemoth akin to Supreme."

"Now I just want to create everything I want to wear," Joey told them, "Like, I've got on sweats and a T-shirt right now: Everything I have on should be my brand." Given how productive the Pro Era crew have been, it's not long until Joey can go head-to-toe.

read: joey tell i-D about the records that changed his life

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