It’s around 10 a.m. in Los Angeles and Tyler the creator is energetic and happy on our audio-only Zoom call, although he tells me he’s drunk when I ask him how he’s doing.
He’s on his way to a destination. In the middle of a question, the sound goes completely silent for 10 seconds before Tyler returns. to hang up. I’m still here, ”he says.
I can’t help but try to visualize the hill he is on, the house he has just left, the car he is driving or the outfit he is wearing. Since entering the music industry, initially as a member of the Odd Future collective almost 15 years ago, Tyler has been very successful in creating worlds that we want to be a part of, or at least. observe carefully. With each album release, we’ve seen Tyler grow, evolve as an artist and musician, and bring his ideas big and small to life, whether it’s creating flavors like Snowflake and Pluto Bleu for Jeni’s Splendid Ice Creams. through its Golf Le Fleur brand or by adding a bicycle rack to a Rolls-Royce, which was not able to accomplish in real life but happened in the video “Lemonhead” of his last album Call me if you get lost.
Another of his interests is design. Tyler began designing products for Odd Future at his grandmother’s house which eventually sold to over 300 stores, including an Odd Future store in Fairfax that would close in 2015. Eventually, Tyler switched from merch to introduce the Golf Wang clothing brands in 2011, and Golf Le Fleur in 2017, which coincided with the opening of a store on Fairfax.
Many celebrities have entered the fashion business, but very few have been able to maintain lines that regularly feature good, ready-to-wear collections that go beyond merchandising. And while Tyler always does merch, he always wanted his collections to be special and well done. In 2014 he said Billboard: “I don’t want it to be like a fucking Rocawear or, I don’t know, a lot of things coming and going.” Instead, he invested in the constant construction of Golf Wang and Golf Le Fleur with a small team of designers that he oversees.
“I never liked doing Tyler’s Merchandising Creator. I never liked. I never liked putting my face on merch. I probably did it two or three times,” Tyler says during of our Zoom call. “But when people call Golf Wang merch, it’s like it’s not shit. It doesn’t say Tyler, the designer on everything. It’s real clothes. It’s a store. It’s run like a line. Don’t call it merch.
The Summer 2021 collection, which launched last week, features a butter leather utility vest in a soft shade of green, a wool varsity jacket with a lining featuring a black cowboy graphic, and ivory work pants with bright pink stitching. These are wardrobe basics with special details that are typically reminiscent of Tyler, who says he’s always very practical.
“I still edit the lookbooks. I always make sure the blacks and shadows are correct. Like I couldn’t care less about all of this, ”Tyler says.
Here, we talk about the growth of Golf Wang and Golf Le Fleur, how important his performance at the BET Awards was to him, his newfound interest in vintage Cartier watches, and what he hopes listeners take away from him. Call me if you get lost.