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Since the 80s, the world witnessed a collision of hip-hop culture and sneakers. They were irrevocably tied together. While the definition of street culture is constantly evolving and people have a variety of lens to view them through – the boundaries have overlapped and blurred. Culturally speaking, the street is viewed as this massive whole of rappers, fashionistas, sneakerheads, skaters, artists and athletes among others.
The multi-faceted design and communication agency Brandmovers India wanted to pay their tribute to the culture as massive aficionados of it. Integrating hip-hop and street culture as a whole into merchandise has been a long-term idea for these folks. With the holiday season around the corner, they kick-started the thought with a range of gift wrapping papers that you can now buy from the website wrappin. Top illustrators picked up the baton to create these limited edition wrappers to bring a slice of the street into gifting.
Their inspiration started off with some favorite musicians and lyrics that stayed with them:
This wrapper has been influenced by Mac Miller’s song Dang featuring Anderson Park from the influential album The Divine Feminine. Ironically, the lines “gone too soon” in the song reflects Mac’s tragic early death. He’ll always be remembered for his genius. (Designed by: Rohan Jha)
The powerhouse of a song and video catapulted Gambino’s already cult status as a rapper. The video amassed 10M views in 24 hours and the brilliantly choreographed dance is a political statement, which is meant to distract the audience from the actual craziness that is being depicted in it. These dance moves of Gambino’s served as inspiration for this wrapper. (Designed by: Rohan Jha)
Even before Champagne Papi catapulted to super stardom, his second album Take Care’s introductory track –“Over My Dead Body’ clapped back at his haters and glorified his own success. With Drake being one of the most-heard rappers of 2018, the inspiration from his old song was right there. (Designed by: Hiten Sondagar)
This wrapper is a tribute to the vastly popular song , “I love it” a collaboration between rappers Kanye West and Lil Pump. The design is inspired by the bizarre take on how the characters are portrayed in this quirky video. (Designed by: Elroy Rodricks)
As sneakerheads, these are what dreams are made of:
When it comes to hip-hop culture, sneakers play a huge role in helping rappers truly express themselves. This design is a tribute to the 80’s retro feel with a classic 8-bit spin on modern iconic sneakers. (Designed by: Taslina Nazar)
One of the most-loved iconic Nike sneakers created in collaboration with Amsterdam-based artist Parra is a print-heavy version of the Air Max 1 silhouette. This beautiful sneaker is most-wanted across the world and every sneaker freak would love to get their hands on a pair! (Designed by: Rohan Jha)
Virgil Abloh’s collaboration with Nike keeps expanding, since he rebuilt and redesigned new and old sneakers with them. The collection that has broken barriers and has been named Off-White has seen some iconic shoes, and this design is a fitting tribute. Designed by: Taslina Nazar
Speaking of the future of this design culture and what we can expect to see, CEO and Creative Head of Brandmovers India, Suvajyoti Ghosh, smiles enigmatically – “I don’t want to reveal too much just yet! This project is super fun us as we are a bunch of street-culture enthusiasts and slowly we would want to build this into a bigger brand that other street-culture aficionados would relate to and love. That’s what’s kind of brewing in my head...”
We, undoubtedly, are looking forward to some more exciting street merchandise. But till then, you can ogle at, love and place your orders here.
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