We definitely don’t need to tell you that we’re fans of London MC Novelist, he’s the cover star of our SS16 issue. We also don’t need to tell you that we’re fans of Los Angeles clothing brand, Joyrich, it’s featured in the same issue.
So imagine our joy to see the pair collaborate on a capsule collection, inspired by Novelist’s love for workwear, borrowing shapes from the classic trucker hats and oversized gilets. Featuring denim two pieces and the iconic bandana, playfully emblazoned with Novelist catchphrase ‘Mmm yeah’.
For Novelist, a collaboration with Joyrich was a perfect fit due to both his admiration and respect for the brand, as Joyrich’s aesthetic perfectly mirrors Novelist’s personal style. He explains, “I really like the brand JoyRich because of its colourful and jovial themes. I knew that I wanted to design my own clothing at some point in time and JoyRich were the right people for me work with because both of our ideas go hand in hand.” – Novelist
Los Angeles based streetwear brand Joyrich, was established in 2007 by Tom Hirota. Gaining notoriety as wearable art, Joyrich create a fun, kitschy look by combining the opulence of high-end LA and inspirations from street fashion, creating luxury sportswear with an edge. Joyrich attracts musicians and celebrities all over the world, including Rihanna, Nicki Minaj, Wiz Khalifa, One Direction, Iggy Azalea and Rita Ora. Their vast following has culminated in the successful boutique on the famous Melrose Avenue.
Novelist, 19 year old grime MC and spokesperson for young people. Best known for his outspoken lyrics and unique musical sound. Novelist has created a huge following for himself since his first EP with Mumdance, which has led to collaborations with Chase & Status and Skepta to name a few.
Buy the SS16 issue of Viper Magazine with Novelist on the cover via BigCartel.