The rapper and fashion icon A$AP Rocky & AWGE debuted a new fashion brand: American Sabotage in partnership with Roc Nation and PUMA during Paris Fashion week.

The spectacular debut of American Sabotage marks the beginning of a new chapter in the career of A$AP Rocky and AWGE. Presented for the first time during Men’s Fashion Week in Paris, at the Hôtel de Maisons.
Matching the identity of the rapper, American Sabotage intertwines art and activism representing revolution and wanting to provoke the thinking of society. Every stitch of the garments tells a story and every strap challenges the status quo. 

The collection presented consists of 30 looks, all of which explore issues of our time by the use of ghetto expressionism. The looks have been carefully crafted by A$AP Rocky himself, with the design support of Joshua Jamal, Bede Marchand and Coucou Bebe. 
A$AP Rocky has not only caught the attention because of his exceptional musical talent, but also because of his miraculous sense of fashion and style. Now, the style icon finally takes the designs into his own hands and shows us more of his creative mind and distinctive taste in style. American Sabotage is challenging the conventional definitions of fashion across diverse communities and cultures.

American Sabotage is more than just a brand–it’s a movement. We’re wrecking boundaries and making statements through every piece, reflecting the spirit and resilience of our communities. This is fashion with purpose, where art meets activism” 

A$AP ROCKY

The front row of the American Sabotage runway show was almost as spectacular as the collection itself. Nobody with name and status allowed themselves to skip this show. The Queen of Fashion Michèle Lamy made an appearance – as well as Branda Hastag and Lyas. And of course, Rihanna herself came to support her baby daddy’s new collection.

The footwear featured was provided by PUMA, and the sleek Olympian style from renowned eyewear, Ray-Ban. Shopify, who has been an integral part of A$AP Rocky’s creative output, allowing himself and millions of others to explore their entrepreneurial pursuits without compromise by providing reliable commerce infrastructure, was also an official sponsor along with automotive partner Alpine Cars. American Sabotage was also in partnership with Roc Nation, Hennessy, and Armand de Brignac. 

The clear garbage bags were beanbag chairs from A$AP Rocky’s home furnishings brand, Hommemade, in collaboration with Crosby Studios, with the runway soundtrack from A$AP Rocky’s forthcoming album – that we are all very excited for. 

The eagerly anticipated collection will be available for purchase online at AWGE.com.