The seeds of the KING x WORLDSTARHIPHOP capsule collection emerged out of the blue back in September 2022 via a mutual respect for the contribution to the culture and a resulting back and forth of DMs via Instragram. This initial exchange of ideas grew in the following months to become a larger and more substantial cultural commentary on our digital age and the dual existence that many people now live.
Building out from the essence of the WorldStar ecosystem and how that has become a global cultural phenomenon, the KING creative team delved into the mechanics of that popularity to understand what has helped drive the growth of the platform. Bringing in designer Jack Sharples, who has previously worked with Stone Island and on our Silver Lining collection, an irreverent graphical commentary was constructed. The focus is on the viral nature of digital technologies and how this was borne out of 90s MTV culture.
Inspired by the content synonymous with WorldStar, the Going Viral capsule collection is built on bold, unpolished graphics and lo-fi iconography to tell the story of society's desire for likes, views, fame and notoriety. We've also gone with a deliberate merch style that runs throughout the collection.
The Going Viral collection will be released on a strictly limited availability basis at the beginning of March exclusively online via KING and WORLDSTARHIPHOP. We'll also be exclusively linking with the team at the American upscale streetwear retailer The Superior Shop, who'll be the only in-store retail partner with products available in limited supply in their Memphis, Atlanta and Birmingham stores.
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SMILE... YOU'RE ABOUT TO GO VIRAL...