Back in the mid-90s, a few unknown rappers were trying to catch their big break.
Shawn "JAY-Z" Carter, Damon "Dame" Dash and Kareem "Biggs" Burke were repeatedly turned down by a bunch of major record labels, so—they backed themselves and started Roc-A-Fella Records to give us one of the most iconic hip hop records of all time: JAY-Z’s masterpiece debut album, Reasonable Doubt (and many others).
Since then, JAY-Z has released a tonne of number one albums, pretty much never missed a step, and remained ever-relevant. Before its closure in 2013, Roc A Fella gave us Kanye, and other hip hop greats like Memphis Bleek, Beanie Sigel, Cam’ron and The Diplomats.
In honour of this epic hip-hop legacy, the legends at Inverse Culture picked NUMB to create a Roc-A-Fella capsule collection, featuring a set of hoodies, jackets, tees and a bag in classic, neutral tones. The lookbook recreates iconic JAY-Z moments too—in front of a superyacht, at a laundromat—you know, just living that inimitable JAY-Z life.
We'll be able to shop the collection online at NUMB, but also at a series of Australian-exclusive pop-ups. Kicking off in Sydney this weekend, the Roc-A-Fella pop up will feature DJ sets from aywy and a free after-party at Cliff Dive. Remi will be on the decks in Melbourne next. For more info, head here.
What: NUMB X Roc-A-Fella Records Pop Up
When and where: Sydney—Saturday 24 November, 78 Campbell St, Surry Hills 12pm - 9pm | Melbourne—Saturday 1 December, 142 Johnston St, Fitzroy 12pm - 9pm | Perth—Saturday 8 December, 12 Shafto Lane, 872-884 Hay St 12pm - 9pm.
And here's everything to know about Gigi Hadid's collab with Reebok.
Image credit: NUMB.