The Helmut Lang X Travis Scott SS17 Collection ain’t your average rap merch…

The new HELMUT LANG X TRAVIS SCOTT SS17 COLLECTION redefines the rap/fashion collab, and it’s about to hit these shores.

Following on the Scott’s recent Maharishi range, the new collab suggests that fashion’s love affair with hip-hop is still in full bloom. While rap and clothing have always been intertwined (for better or for worse), it’s only in recent times that the relationship has moved from the street to the runway and left the bitter taste of all those Funkmaster Flex shoes way behind. The Helmut Lang x Travis Scott capsule range is one of the most conceptual partnerships we’ve seen between music and fashion, offering a full range of apparel and footwear that’s a long way from your basic Gildan merch tee: jackets, jeans, hoodies, t-shirts, long-sleeve tops, shorts, joggers and trainers are all here, embellished with clean branding and multiple graphic references to Scott’s recent albums ‘Rodeo’ and ‘Birds in the Trap Sing McKnight’. The garments’ construction and detailing tie in with Helmut Lang’s own groundbreaking mix of couture and sportswear influences, while the distorted typography and oddly-configured photo prints also echo that other groundbreaking designer Raf Simons.

The HELMUT LANG X TRAVIS SCOTT SS17 COLLECTION is AVAILABLE NOW with END. Distribution is being kept very tight, so don’t sleep on this one; take a look at the suitably offbeat imagery below and click on the banners below to shop the drop with END.