AWGE is a creative collective label founded by A$AP Rocky in 2014. It continuously disseminates its unique culture across music, fashion, video, and art direction. The meaning of the brand name has not been revealed to date, and the mysterious stance of "Rule #1 NEVER REVEAL WHAT AWGE MEANS" is one of the elements that symbolizes AWGE. It functions not just as a fashion brand, but as an experimental platform where various creators gather, centered around A$AP Rocky. Its worldview is characterized by an original style that mixes diverse elements such as luxury, punk, gothic, and workwear, based on the street culture of Harlem, New York. By coexisting a rugged atmosphere with a sophisticated fashion sensibility, it creates expressions that do not fit into existing genres. To date, it has developed numerous collaborations across genres with brands such as Needles, Marine Serre, and Mercedes-Benz. In recent years, it has been strengthening its presence as a full-fledged fashion label, holding runway shows at Paris and New York Fashion Weeks.
