ASAP Rocky’s AWGE creative agency/label is shrouded in mystique by design. The “About” page of its website only has two “rules” listed: “#1 Never reveal what AWGE Means” and “#2 When in doubt always refer to rule #1.” Most of their rare product drops in the past have included trucker hats collaborations with brands like Rolling Loud and Mercedes-Benz (the latter, is currently going on eBay for $500.) Now, as ASAP Rocky prepares to welcome his baby with Rihanna into the world, he has also announced a new collaboration series with Mercedes-Benz and this one features much more than just a trucker hat.
Just before noon today, ASAP Rocky posted a short video teaser to his Instagram page along with photos of the drop. The photos were quickly purged, but the internet has done its thing and image captures are everywhere. There’s an orange hoodie with a Mercedes-Benz logo on the back and an AWGE logo across the black hood, a muted salmon bomber jacket, sleek pants, and what looks like a belt buckle shaped like the Mercedes-Benz logo.
A$AP Rocky just announced a new AWGE x Mercedes Benz partnership pic.twitter.com/9Us0mxkSOY
— Pigeons & Planes (@PigsAndPlans) March 15, 2022
ASAP Rocky has been building with Mercedes-Benz for quite some time. In 2017, he was featured in the German car company’s “Grow up. Get a job” commercial campaign:
Meanwhile, he’s was just announced as a headliner for Canada’s Osheaga Festival and will appear at the UK’s Wireless Festival. He’ll also be in LA at the end of April to headline the Smoker’s Club Festival.