Lil Yachty Named Creative Director of Nautica – by Deven Williams
Meet Lil Yachty, a 19 year old Atlanta rapper who has recently partnered with Nautica as a Creative Director. The announcement was made through WWD (Women’s Wear Daily) just yesterday for the exclusive release. This isn’t the first time the rapper has worked with the 90’s clothing brand. Yachty served as the face of Nautica’s capsule collection for a collaboration with Urban Outfitters which was released last year in November. It’s safe to say the brand was satisfied with how things turned out, now he’s taking on a bigger role at the company. The alliance is sort of surprising seeing that Yachty is self-appointed “King of the Teens” and Nautica is mostly supported by men over 40. However, his collaboration with the company this year is in hopes to steer Nautica in the right direction when it comes to promoting the brand.
Long before joining the Nautica team, Yachty was an enthusiast who wore vintage pieces from the brand which also helped his image. Yachty is a part of a collective of artists called “The Sailing Team” and his stage name “The Yacht Club” comes from a group he created in high school with a group of friends. “Nautica is like a part of me,” said Lil Yachty. “It’s for kids, sailors, grown men and cool people. The designs — the old designs, the new designs, I think it’s dope. There’s not really much out there like Nautica.” Seeing Yachty rock the brand for a while now gives the sailing inspired gear a whole new life.
“He is much more than just a music artist. He is a creative soul.” said Karen Murray, president of Nautica. “His affinity for the brand, fabulous taste level and the way he looks in our clothes make him the perfect partner for the Nautica brand.”
Speaking to The FADER back in December Lil Boat expressed his love for the clothing brand “Another thing that was amazing was to get noticed by Nautica, because I had been pushing to get their attention,” he said of his successes in the past year. “I was wearing 100 percent Nautica for months. I was wearing Nautica everything. I still wear Nautica a lot.”
His success in music can be accredited to his nautical leanings to the brand.
In his role, Yachty will work with the brand to help with social media, digital and ad campaigns as well as design a special heritage capsule collection that will incorporate his own personal aesthetic, with some of the brand’s most iconic pieces.
Nautica celebrated the announcement with the launch of a limited-edition exclusive collection curated by the rapper that included re-releases of vintage logo T-shirts, alongside the brand’s popular pullover fleeces and basics such as striped T-shirts and cashmere crew sweaters.
Yachty also made an announcement via Instagram posting pictures in fashionable outfits with the new Nautica pieces, with captions stating “Time to turn up at my new home”.
We look forward to what Lil Yachty has in store with his new role in 2017 not only with Nautica but also with his music. The rapper also released a video for his song “Shoot Out the Roof” the same day.