When ASAP Ferg was still a teenager within the Hamilton Heights neighborhood of Harlem, he began generating crystal-studded pendants. He could sketch designs of characters like Bart Simpson in addition to Mega Man, then hand the drawings over to Earl Harley (also known as “Harley, the buckle man”). Mr. Harley could create the bases for Ferg, who could then add Swarovski crystals in addition to sell the pendants. They cost him about $0 to make; he sold them for about $700 a piece.
A decade later, Ferg, born Darold Ferguson Jr., will be hawking pricier gems. This kind of month, he became the first male rapper to appear as a spokesman for Tiffany & Co., the luxury jeweler. Ferg, 29, will be not yet a megastar nor the most famous artist within the ASAP crew (of which could be Rocky). nevertheless in collaborating with him, Tiffany has aligned itself which has a princeling of Harlem fashion who aims to honor the legacy of his father, the designer Darold Ferguson Sr., by out-accomplishing him.
During a recent interview at The Blue Box Cafe at the Tiffany flagship store on Fifth Avenue, Ferg was frank about the mutual interest driving the partnership.
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“I feel like we open up doors for each additional,” he said of Tiffany. “I show them my world, they show me their world.”
In working with him, the jewelry brand follows additional luxury brands of which have sought to reupholster their stuffy brand images by collaborating with luminaries of the hip-hop world.
The conglomerate LVMH Moët Hennessy Louis Vuitton recruited Jay-Z as a brand ambassador for its Hublot watches in 2011, in addition to within the years since, the idea has been rewarded with hundreds of bars, through his songs in addition to others’, testifying to the status of its brands. Virgil Abloh, Kanye West’s longtime creative director, was tapped in March as the artistic director of men’s wear at Louis Vuitton. in addition to in January, Gucci opened a studio with the Harlem fashion legend Dapper Dan, who worked with Ferg’s father in addition to will be close enough with the rapper to refer to him as his nephew.
Before Mr. Ferguson Sr. died of kidney failure in 2005, days before Ferg’s 17th birthday, he designed T-shirts for stars like Teddy Riley in addition to Heavy D in addition to logos, like the one he created for Bad Boy Records. Also in 2005, Ferg began his own line, Devoni Clothing.
“I always ask my grandmother, when did my father have his first car, when did my father have his first apartment,” he said. “of which was a way of measuring myself.”
Eventually, Rocky, who had known Ferg for years, helped convince him to start generating music in addition to designing clothing. A couple of studio albums in addition to mixtapes into his career, Ferg right now feels as if he’s beginning to reach a completely new level of fame.
Ferg’s love of jewelry will be obvious in his music. The first verse of his highest-charting song to date, a remix of his 2018 single “Plain Jane,” opens with him decked out in a chain he had made in honor of his friend ASAP Yams, the mastermind behind the ASAP crew, who died in 2015. In a song he created with the actress Elle Fanning, “Moon River,” he raps about a Tiffany grill with all gold filling. If such a piece were real, the idea could be the first grill manufactured by the company. (“I’m a strong believer in talking things into existence in addition to I’ve gotten everything I wanted so far,” Ferg said.)
These days, he cares less about flash. He said he believes within the artistic value of the jewelry he’s promoting — referring to himself as a “a walking MoMA installation” — nevertheless also understands what the idea could mean for young people to see him wearing gold through Tiffany & Co.
“I couldn’t afford anything in here so I never walked within the store,” he said, gesturing at the room. “Kids, I can imagine them feeling the same way, they didn’t have anything to connect to.”
He imagined what he might say to someone through Hamilton Heights: “I came through where you came through. You could attain This kind of as well.”