GARMS - Joey Bada$$

From the inception of the term ‘Celebrity’, popular Musicians have used their status and public image as a tool to monetise other revenue streams, the most popular of these being merchandise. It was, and still is the commonplace for celebrity musicians to earn money via endorsements, take a look at Joey Bada$$ and Adidas Originals. Artists have attached their face and brand to other brands in exchange for payments (and often free merch in some cases, I'm still waiting on mine). However, in recent years, many artists have delved into the realm of merchandise, especially fashion and streetwear as a way to push their brand and place themselves as the top earner.

Artists who follow this blueprint aren't doing anything new, but there is a right and wrong way to transition into the world of merchandise. Joey Bada$$ and Pro Era are one of the few that made that transition smoothly. Making sure that the collection isn't too broad, Pro Era keeps it simple by producing hoodies, tees and accessories with a simplistic design that ties in smoothly with the aesthetic of the New York based collective. 

To let those know you can't mistake Pro Era for no other, some of the garms quote Joey's known lyrics such as "Worldwide Domination", outlining Joey's influence over the culture and fans. A consistent theme is kept throughout the colour scheme of the Pro Era collection - Red, Gold and Green. The Pan-African colours are used for the Pro Era logo, a scheme that is also consistent on Joey’s last album "B4.DA.$$", giving a nod to Joey’s caribbean heritage - one time fi di Badmon named Jozif. The squad can always be found supporting, you can catch Joey, Nyck Caution and the gang sporting the brand in Nyck's visual for "Whats Understood" - Those 47 Bombers look calm, might have to cop.

Joey and Pro Era have continuously shown well thought out moves, both in music and fashion and I'm sure we can expect more forward moves in the near future. Check out the Pro Era shop here.