Zombie Boy

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Zombie Boy - Rico the Zombie
23 Nov

Everything Jay-Z touches turns to platinum gold. Co-founding hench streetwear label Rocawear a decade ago, netting 700 million per calendar year, he now invites Rico the Zombie to step up and style out the label’s SS13 threads.

Music influences fashion intrinsically and vice versa. Creating clothes with attitude, Rock-a-Fella Records inspired the birth of iconic label Rocawear. Keeping music fundamental to the brand’s core Rocawear continuously looks to lyrics and music-inspired lifestyles to conceive of campaigns and collection concepts. Devised by Damon Dash and Jay-Z, developed as a lifestyle brand for hip hop lovers and street style enthusiasts, Rocawear caters to both men and women. Staying ahead of the game by keeping the brand’s distinct DNA undiluted and entirely trend based, the team behind the label are the best at what they do and Jay-Z is always on play, loud at every shoot. Famous for the statement tees, bombers and snap backs, anyone who chooses to front the RW aesthetic is serious about what they do. i-D went behind the scenes on Rocawear’s SS13 shoot to chat to new face of the label, Rico the Zombie, finding out why he chose to get involved with the brand (see film). Then we took time out with the head of marketing, Iconic Europe for Rocawear, Daisy Laramy-Binks, to find out how she rocks her wears…

Tell us why you have chosen Zombie Boy to be the face of your SS13 collection. What was he like to work with? Following on from our shoot last season with Dynamo Magician, we again wanted to choose a face which carries the message that Rocawear is an innovative, evolving brand. We always try to stay at the cutting edge of streetwear cool and to me no one epitomises innovative street edginess like Rick Genest; he came to mind immediately and I knew that he would be ideal for the campaign. He combines the beauty of a high fashion model with the grittiness which we want to see in a streetwear campaign, elements which fit perfectly with our shoot and its themes of the Double R Club, a gentleman’s club setting and the more down to earth gig/outdoor shots. He looks amazing in both tailored styles and street styles – our collection combines both.

With Jay-Z being a prominent player in the Rocawear brand, what creative input does he have within the curation of each collection? Every Rocawear product is approved by Jay. He has always had a significant input and interest in the brand and nothing is produced without his creative input and approval.

What are the key features of any Rocawear collection? Signature brand detailing include music inspired graphics such as the retro cassette design/ mic graphics on the tees as well as Jay lyrics, a mixture of tailoring and relaxed styling, Brooklyn/Marcy heritage references including references to Americana influences like the Brookyln baseball history, the ’99 established date in graphic form and of course overall attention to detailing on denim, on-trend pop colours and trend-injection packs such as the camo pieces.

What album have you played more than any other on your iTunes? Recently it has definitely been The Blueprint 3 – totally iconic! There are so many great artists out there, we are also very impressed with Rita Ora’s meteoric rise to fame and hope to work with her in some way in the future.

Who has been the most incredible person you have ever had the pleasure of working with? I recently collaborated with Giles Deacon on a project and despite being a top designer and a major lynchpin of the fashion industry I can honestly say he was one of the most down to earth and inspiring people I’ve met. Absolutely charming.

Who is your hero? Terry Richardson would have to be one of them for his amazing view of the world and in modelling, Rick Genest is definitely up there in terms of an individualistic look and character.

rocawear.com

Text: Milly McMahon

Film: Josef Valentino

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{japopup type="image" content="images/stories/rico-2.jpg" title="Rick Genest" } Rick Genest
{japopup type="image" content="images/stories/rico-3.jpg" title="Rick Genest" } Rick Genest

01 Nov

The ultimate music fashion brand, Rocawear, announces the endorsement that will embody its new-found style direction, ech oing its roots in streetwear with an alternative edge. Model and artist Rick Genest, aka Zombie Boy, fronts the new Rocawear campaign for Spring Summer ’13 showcasing the new collection. Zombie Boy perfectly encapsulates the brand’s directional ethos and underground appeal and brings a fresh new edge to this season’s range.

The new collection features an array of influences that are current and on-trend with a nod towards Rocawear’s strong music heritage, fusing smart casual with a street sport element that celebrates its New York roots. Graphic tees, vest tops, hoodies and varsity style jackets all hint to a “Ballpark Club” theme referencing the famous and successful independent baseball club, The Bushwick Club of Brooklyn. Evoking the culture of its origins, Rocawear steps into Spring Summer ’13 mindful of its roots and streetwear merit.


The camouflage elements within the concrete jungle-themed range run to jackets, snapbacks, graphic tees, shorts and trousers with subtle branding and prints which bolster the overall on-trend styling.

Canadian artist and international fashion model Rick Genest, known for his award-winning, controversial tattooed body art, introduces an exceptional new style avenue for Rocawear and cements a continued new direction for the brand. Conveying a style credibility and authority thanks to being featured across a plethora of established fashion magazines and music videos around the globe, Rocawear’s new face truly presents a path that steps ahead and beyond the urban look.

Key pieces from the range include the two-tone coloured vests and tees that are brightly pop coloured, emphasising spring colour pallets. The Blazer style jacket with a camouflage print and elbow patch features unites smart casual. A stand out staple for Spring Summer is the ‘R music tape’ graphic tee, paying homage to Rocawear’s music roots and legacy. Hooded duffle style jackets complete the highlights line up. These effortless, simple yet street-relevant pieces encapsulate Rocawear’s new found style presence.

Rick Genest, aka Zombie Boy, comments, “I am pleased to become involved in the re-launch of the ultimate iconic music fashion brand, Rocawear, and its new stylistic direction in Europe.”