WHOSE WORLD IS THIS? Dao-Yi Chow and Maxwell Osborne have tapped rapper Nas to appear in their campaign with New Era.
The campaign, which was shot by Bon Duke, was inspired by old photos of Nas taken in 1992 by Chi Modu, who recently released “Tupac Shakur Uncategorized,” a book featuring more than 200 images of the late rapper.
“When you think of New York leaders, especially in the context of a Yankees or Mets hat, there’s no other person that comes to mind before Nas,” said Chow. “Growing up in the city in the early and mid-Nineties, around the time when ‘Illmatic’ dropped, was like a sociology lesson. Nas was both painstakingly real and beautifully poetic at the same time. He was able to sum up our entire city/universe in 10 songs. And so there was only ever one person that could fully do justice to this campaign and our ode to NYC.”
This collaboration with New Era, which will be available on Thursday online and at a pop-up shop at 231 Bowery, marked the first time the Major League Baseball has allowed a designer to alter and update the logo for two of its teams. Chow and Osborne have added their trademark WNL lettering to the team’s logos on the New Era caps, which retail for $75. The two hats are offered in the original Fit 9Fifty snapback silhouette and two are adjustable 9Twenty dad caps.
Nas recently launched his own streetwear brand Hstry and collaborated with Sony Pictures Consumer Marketing for a fashion collection that coincided with the release of the film “Ghostbusters.”