From France With Love

The second floor of the shop (if you don’t know which one by now, please unfollow me on all social media platforms) truly allowed me to be up close and personal with not only outstanding New York locals, but also a plethora of fascinating individuals from all over the globe. Marseille’s very own  Alexandre Meyrand is one of them.

Alexandre,35, was introduced to me about six years ago by our mutual friend Alex on an extremely slow day at work.  Usually when there isn’t much traction on BAPE’s main floor, my supporters, frequent shoppers, and many of today’s brightest stars would all scurry upstairs, find a comfy spot on the infamous ape head camo couch just to speak with me for hours on end without any major interruption. When they overstayed, though, I was forced to politely kick them out.

Meyrand and I, on the other hand, didn’t converse much when we initially met—but I easily sensed his genuine nature so we kept in touch via social media. Believe it or not, we never really had a proper conversation until now!

Check out the transcript of our very first full length dialogue where we spoke about his younger days in France, fashion, booming business, and hotspots in Marseille.

FRENDY:  What’s good, Alexandre?  Let’s get it poppin’!

ALEXANDRE:  Yo, bro! I am good.  It’s the end of the day here, but it was a great weekend in our sunny city.

FRENDY:  I know there’s a huge time difference between us.  I really appreciate you for staying up late to chop it up.

ALEXANDRE: It’s a pleasure to be featured here, my man.

FRENDY: I’m humbled, thank you. Before we get deep into our conversation, I must ask: is there a friendly competition between Paris and Marseille?

ALEXANDRE:  I don’t know if there is a friendly competition, maybe if you are talking about soccer *Laughs*. But I love Paris—it’s one of the best places in the world because of its architecture and history.  Marseille is also one of the best places I have ever lived.

FRENDY:  Oh yeah, that’s right.  The two cities do have a great soccer team. I’m not familiar with their players, but I know the superstars for each squad *Laughs*.  Marseille is known for its beautiful port and scenery, yet it is stated to be a victim of bad reputation...as far as violence.  Is that true?

ALEXANDRE:  Marseille is a big city so things happen, but violence is everywhere. I think that the media only show what they want to so that gives us a bad reputation.  And that’s wrong. Things happen in every big city and violence can be anywhere. What’s totally true is that Marseille is one of the best destinations in the world.  [There are] so many cultures here. So many good vibes.

FRENDY:  How was it like growing up in the second largest city in France?

ALEXANDRE:  *Laughs* The funny thing is that I didn't grow up in Marseille.  I was born in St. Etienne (a city close to Lyon), and I moved to the South of France in 2005.  I spent my first years in Aix en Provence (25 minutes from Marseille), and I’ve been living in Marseille for the past five years.

FRENDY: What was the reason you moved from St. Etienne to the South of France?

ALEXANDRE:  I used to work in a cool shop called Uptown, but I had the opportunity to move to the South of France for the opening of a big store called Corezone in Aix en Provence.  My ex-girlfriend was also living there...so that was an easy decision for me.

FRENDY:  Women always make matters easier *Laughs*.  How old were you when you moved to work at Uptown?  What was your position there?

ALEXANDRE:  I was still young and fresh *Laughs*.  I was only 21-years-old when I moved.  I was just a seller at Uptown, and had the same position for the first years I spent at Corezone.  When I moved to Marseille I became Store Manager and Buyer also (they had four stores).

FRENDY:  You started in the retail game pretty early.  When did your love for fashion come about? Was it through music or your own self-expression?

ALEXANDRE:  I always loved fashion and I was inspired by so many things.  Music is very important for me (you are right), I’ve been listening to a bunch of cool bands since my childhood (I’d like to thank my father for this).  Art, tattoos are also things that feed my brain. I’ve always wanted to have my own style.

FRENDY:  Which bands captivated you growing up?

ALEXANDRE:  Maybe the bands I have seen perform live first.  My father took me to a Marillion show at Le Zenith in Paris when I was 8 years old—when you are a kid in that big crowd everything seems so crazy! It’s still one of my best memories. I have also seen The Cure. I love their music, but their aesthetic is even crazier! The charisma of Robert Smith and all the fans that dressed like him in black makeup.  You between fear and the energy that they give you!

FRENDY:  Your senses were on overload due to all of the vibrant energy.  Who are your favorite brands currently? Does Hip Hop influence your lifestyle as well?

ALEXANDRE:  I have been listening to a lot of Rock, but I listen to a lot of Hip Hop too. Yes, Hip Hop has a big influence!  Most of the sounds we play at my shop now is Hip Hop.  I have so many favorite Rock bands including: Marillion, Tears for Fears, Genesis, The Cure, Metallica.  I grew up listening to Blink 182 (Travis Barker was one of my biggest inspiration as a teenager), NFG, Underoath, Taking Back Sunday, GC. As far as Hip Hop : Wu tang Clan, Future, Shyheim, Mobb Deep, Kanye, Jay Z, Kid Cudi, Travis Scott , Drake.

FRENDY:  Man, I’m not going to lie, Blink 182 was one of my favorite bands growing up as well.  So you are pretty flexible when it comes to your sonic indulgences.

ALEXANDRE:  Yeah, I can’t only listen to Rock.  I need motivation so I need to listen to different genres. Depends on the mood I am in when I wake up, but I never listen the same thing in the morning and end of the day.

FRENDY:  How’s the streetwear scene in Marseille looking like?

ALEXANDRE:  The streetwear scene is pretty sick these days.  You see a lot of people with great style in Marseille now.  The scene has changed a lot, maybe because of Internet, but Marseille was always into streetwear.  We have big scenes here: skate, graffiti in the whole city. A lot of budding musicians too. Marseille = Street!

FRENDY:  You said the scene changed a lot before the internet. How was it like before?

ALEXANDRE:  Yes, because if you wanted to have your own style, it was only easy if you were able to travel and bring back cool stuff. Most of the people were dressing the same, but the business of fashion has changed and it’s easier to find more brands to dress like your “icons.”  People are more inspired in Marseille now with the internet because they have access to so many things.

FRENDY: What are your favorite brands currently?

ALEXANDRE:  My favorite brands actually are Converse (only the 70s collection), the chuck taylor is a classic sneaker and I love its silhouette.  Sacai is a very interesting brand, and I love the work that Dr. Woo did on the last collection. Needles, FDMTL and Kapital are also brands I love, they are part of the whole Japanese wave. I still love Stussy because it’s real streetwear, and of course I love Goudron *Laughs*. It’s becoming a brand now, not only a store.

FRENDY:  Hey, I’m a living person and I’m a brand *Laughs*.  Nothing is impossible!  Whose style do you admire in the entertainment industry?

ALEXANDRE: Axl Rose, Travis Barker, Pharrell Williams, Scott Campbell, and Nigo.

FRENDY: Is there a particular meaning behind the name of your store, Goudron?

ALEXANDRE:  Yes, there is a story behind the name.  My brother ILK wanted to give me that name as a gift when I told him my plans to open a store. He said to me he saved that name for years in case he decided to make a brand later or a special project.  So I thought a lot about it and I accepted “Goudron,” because I loved the name too—it’s short, easy to say in any language.

Goudron color is dark also, and black means a lot for us.  We decided to add ILK in the project too because he is a sick graphic designer and a typographer.

FRENDY:  It’s always great to have friends that actually care about our projects.  No better feeling in the world than genuine support. Does “Goudroun” mean anything specifically in French?

ALEXANDRE:  That’s true, brother.  We are three partners and three very good friends. Yes, Goudron is like the asphalt, it’s something you walk on everyday so this is a part of the street.  And we represent the streets too by selling these brands.

FRENDY:  Perfect name. What was the process of building your own streetwear shop?  Was it an extremely difficult one, or did you already have the moving parts to make it happen?

ALEXANDRE:  It was not really easy.  I stopped working at Corezone because they sold the stores. I had different projects and we talked a lot with Seb (my other partner and one of my best friends) about opening our own store. I had the support of brands and people who knew me [at my old jobs] so we decided to go ahead and find a good location to build a shop of our own.

What we wanted to show to the city of Marseille and also the aesthetic was very important for us, like our floor for example.  It was one of the hardest things to do but everybody knows now that it’s us.

FRENDY:  Where is Goudron located in Marseille?  And what made you choose that particular location?

ALEXANDRE:  Goudron is in the city center, not in a main street but close to everything.  The thing that we always wanted is to be located at a street corner, that’s why we are here.

FRENDY:  Y’all have the whole aesthetic down packed!  How long did it take to actually open up the shop?

ALEXANDRE: Let’s say around a year to prepare everything...to rebuild the inside of the store, to work on the name, to create the logo and to start to communicate.

FRENDY:  That’s not a bad turnaround time at all. Did you guys cry on its grand opening? *Laughs*

ALEXANDRE:  *Laughs*  Yes, we had a cool opening and people were lined up for the first day so that gave us big fuckin’ energy!  We also did an opening party months after and it was dope! Everything that happened gave us motivation to go harder.

FRENDY:  What brands do you sell at the shop? How did you formulate a relationship with them all?

ALEXANDRE:  We only sell brands we love and believe in.  We are actually working with Neighborhood, Futur, Stone Island Shadow Projects, Harmony Paris, Edwin Japan, Levis Vintage, Converse, Grenson Shoes, Stussy, Asics, New balance (UK and USA stuff), Vans Anaheim, Goudron. I have known most of these brands in the past and some are friends that created their own line.  I have good relationships with people because I think that I am true person and an honest guy so this helps people to trust me in the project.  It’s important to be right with everybody.

FRENDY:  Amen, that’s how I became the brand I am today.  Treating people right really goes long way. I’ve been back-stabbed numerous times and it made me lose hope on the human race *Laughs*.  But I learned that I played a huge part in my suffering as well—the victim mentality. Now, I’m stronger, smarter, and kinder than ever! One of the reasons why I wanted to have this conversation with you is because I knew you were a good dude since Alex introduced me to you.

ALEXANDRE:  Thanks for these words, bro. I remember the first time Alex introduced me to you at the store.  He is still one of the best person I met in my whole life.

FRENDY: Yes, such a great guy.  Very kind, humble and considerate.  How did you guys meet anyway?

ALEXANDRE:  I met Alex at a dinner during a trip to NYC in 2013.  Kristi, a close friend, introduce me to him and since that day I knew that we must be friends.  He’s a very interesting person. We have a lot of things in common, same love for music, passion for tattoos, same love for fashion, and great minds *Laughs*.

FRENDY:  Word, and same names *Laughs*.  Birds of a feather, flock together!  Alex is tattooed from head to toe, so are you..literally!  How many do you have?

ALEXANDRE:  I can’t tell you how many, but there’s a lot *Laughs*.  I started getting tattooed at 19-years-old and I haven’t stopped. I am almost full too.

FRENDY: Do you remember your very first one?

ALEXANDRE:  *Laughs* Yes, it’s at the top of my left arm.  I had some old school stuff, but I blacked out my arm three years ago and got some cool stuff from [tattooist] Scott Campbell (white ink on black ink).

FRENDY:  I skimmed through Scott’s Instagram and realized that he also tatted up Travis Scott’s head.  His price must be pretty hefty, but well worth it obviously. When did you first meet him? And what do you like about his tattooing style?

ALEXANDRE:  I got my first tattoo from Scott four years ago in NYC.  I always loved his work, dollar bills sculptures, he has his own style of tattooing too—Scott’s lines are perfect.  I love the atmosphere of his Tattoo studio as well (decorated with skulls, reapers, roses). His scripts are crazy and perfect!  I love all the details and aesthetic around his work.

We did a big session the first time when Scott did my whole back (it took about seven hours and thirty minutes), and since then I have been friends with him.  He is a very talented and humble person. There is a real connection formed when you get tattooed for hours.

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A post shared by scott campbell (@scottcampbell) on Aug 16, 2018 at 6:00pm PDT

FRENDY:  Are you planning on tattooing your face as well?

ALEXANDRE:  No, I will never do that.  I am not into face tattoos. Even if I have a lot of tattoos, this is another step in your life.

FRENDY:  Totally!  Like New York, Marseille is a melting pot of different cultures—no wonder why you like traveling here so much.  What are some of your other favorite cities to visit?

ALEXANDRE:  I love NYC so much, fam.  I got so many friends there!  I love London also, Los Angeles is so chill too.  Barcelona, Milan, Lisbon are also great cities…but there are still so many places I haven’t been.

FRENDY:  There are more street food trucks in Marseille than in Paris because, as one chef said: “the kitchen is very strict.”  What are some of your favorite spots to eat in Marseille?

ALEXANDRE:  We have a lot of good spots in Marseille and so many different kinds of food.  Here is a list of my favorites, Coffee spots: La fiancée (best cookies on earth), Deep coffee roaster, Le Café de La Banque (Paris in Marseille).  For a drink : Gaspard and Copperbay, Le Petit Bistrot, Le Café de L’abbaye. One of my fave restaurant is OTTO, an Italian restaurant. Always a good vibe there, fresh stuff and the boss Pierre Antoine is a good friend. He puts all his love in this place.  Other cool restaurants include: Sepia, La Cantinetta, La Marmarita, Fratelli, Pastis & Olives, Shabu.

FRENDY: Damn, whenever I visit please take me to all those spots!  Seems like life is less complicated in Marseille than Paris, all the way down to the simple yet delicious dishes. And people are said to be nicer in the South.  Why do you think that is the case?

ALEXANDRE:  I will bring you there, my man.  Life is less complicated in Marseille because its more relaxing maybe, it’s not the same way of life. I love Paris, but people are more stressed and always in a rush.  Plus, it’s harder to get a smile out of them too *Laughs*. But the city has so many beautiful places.

When you live in the South of France, it’s like you are on holidays most of the year.

FRENDY:  The Old Port is a major tourist attraction in Marseille.  Are there any hidden gems in the city someone like me can check out?

ALEXANDRE:  Yes, there are a lot of beautiful things to see here.  I will bring you to Le Vallon des Auffes, Notre Dame de La Garde, Les Goudes, and one of the best thing is “Les Calanques” (we might drop a t-shirt soon with them).

FRENDY:  Bet!  Man, you’re living such a wonderful life in Marseille. You’re well-traveled, have a successful business, great friends, and family.  What else are you looking to accomplish in life?

ALEXANDRE:  I just want to make Goudron bigger, have more projects with my partners, and also have kids in the near future.  I think I will be done after this *Laughs*.

Motion Picture Prince

Skater, Dancer, Filmmaker, Visionary, Loyal Black Boyfriend, oh and I can’t forget, Fashion God. These are just a few titles that boldly describe Anthony Prince. The Brooklyn-born multi-hyphenate has been flexing his creative muscles since I met him more than 10 years ago—and he still hasn’t sprained a ligament.

I left BAPE in 2015, and the only way I’ve kept in touch with many of the individuals I became friends with in Soho is through Instagram.  I’m not a slave to my home, but these articles can’t write themselves! I’m locked up, typing away in my studio for your reading pleasure (so happy that it’s not in vain).  Throughout last year when I did step out, I would frequently bump into Anthony at random places. “Yo bro, we got to have a sit down real soon,” is what I always told him, but it never panned out that way…until now.

Allow me to present my long overdue conversation with the buzzing 28-year-old entrepreneur where we discussed his childhood, come up in the video production industry, storybook love life, and future endeavors.

FRENDY:  What’s up, A! Thanks for taking the time out of your hectic production schedule so we can talk. How are you? What time did you even wake up this morning?

ANTHONY:  Yerrrr!  It’s always cool chopping it up with you. Schedule is a bit hectic at the moment, but all blessings. I woke up at around 6:00 a.m. today to finalize details for this project in Dubai which I’m very excited about!

FRENDY:  Damn, that’s amazing. It seems like yesterday when you were attending The Arts Institute of NYC, running around shooting so much visuals.

ANTHONY: *Laughs* I remember like it was yesterday seeing Cudi and you working [at BAPE], and meeting Ye for the first time. I’ve had so many amazing opportunities and moments captured all because I kept my camera on me everywhere I went.

FRENDY: Yessir, Downtown’s golden age *Laughs*. Time doesn’t exist when you’re in the moment and having fun. Speaking of Soho, when did you fall in love with the area?

ANTHONY:  I fell in love with Soho when my older sister would take me along to shop at Patricia Field on Bowery. I’d see the types of people shopping there and be inspired. In 2007- 2008, at around 15 I started running with this group called Juice Krew, which was just a bunch of kids that dressed retro, dance (Get Lite), sing, rap etc. I was the skater/dancer. We would always travel from Brooklyn to Soho.

FRENDY:  Yeah, I believe that was the first time I saw you skating around the city. Was your brother Brian a part of the crew? Because I know he’s pretty dope on the board. Also, what was the name of your skate team?

ANTHONY:  Yes, my brother Brian Prince was one of our best riders! The team was called CHC (Crack Head Central) C.R.A.C.K aka Creative Recreation at Ckost because we were breaking all of our boards like Terry Kennedy on Pharrell’s Ice Cream [skate] team.

FRENDY: Terry is a wild boy *Laughs*.  Who else was a part of the skate crew? Are you still in touch with them?

ANTHONY:  No, we don’t keep in touch with a few of the members because they went a different route in life.  But my blood brothers Brian Prince and Nino, and my boy Joseph still skate every now and then. Brian Prince is still amazing on the board and will bust a few tricks easily. Nino makes music now and It’s actually fire. Nino started off filming us and then we would edit together. He put me on and then I went to film school.

FRENDY:  Life is beautiful, man. That’s why we can’t even stress how things are going to come about because the universe has infinite ways to make miracles happen. It’s so dope that your blood brothers and yourself have such a great relationship. Which part of Brooklyn did you guys grow up in? I’m from Brooklyn as well, and I know back in the day you couldn’t just start skateboarding without looking like a madman.

ANTHONY:  We grew up in the Canarsie section of Brooklyn (Flossy 80s) *Laughs*. The skaters were considered oreos and would stay in the back of our hood (Seaview gas station). We’re Jamaican and unruly so when people saw us and commented about skateboarding, we’d be open to start conversing about it.

Pharrell made it ok for us to do so because around the time “Mr. Me Too,” ft Clipse was bumping heavy. It turned a new leaf in our neighborhood—you didn’t have to be gang affiliated or a “Shotta” (Jamaican gangster or dancer). Girls in the hood called me skater boy *Laughs*.

FRENDY:  So you’re saying no one really stepped to you guys for being “different” ?

ANTHONY:  People respected us already. It was more of people having someone they knew who skated to be able to make themselves more familiar with it.

FRENDY:  How many siblings do you have altogether?

ANTHONY:  I have about 22 siblings in total. My mom had 8 of us, five from a previous marriage (older brothers and sisters), and three with my pops who was a rolling stone aka a “Gyalis”. Separately, he has 13 other kids.

I interact with mostly the younger ones on my father side because they look up to me. On my mother side, we are all very close. She protects us so much that I had to break out of her house. Big shouts to her for finding the time in her busy work schedule to graduate college this year. ❤️

FRENDY:  Wow! That’s a whole football team! Shout out to mom dukes for real. Which HS did you go to? Most of the cats I knew who lived in Canarsie attended their zone school: South Shore.

ANTHONY:  We skated at South Shore because they had four steps with a good lead up *Laughs*.  My mom wouldn’t allow me to go to South Shore and I don’t blame her. I went to Talent Unlimited HS for Drama. TU changed my life and helped open my eyes to dreams people in Canarsie didn’t have access to.

FRENDY: Your mom came through with the clutch decision! Where is Talent Unlimited HS located?

ANTHONY:  Talent Unlimited is located on the Upper East Side of Manhattan. Very different from Canarsie, but it was the balance I needed. TU was very diverse, not only consisting of different races but the LGBTQ community was introduced to me. I realized that Homophobia was a norm in my culture and it challenged me to understand other people's perspective on the world.

My mom supported me because my older sister, Princess (hence the name), was a vocal major at Laguardia HS for the Performing Arts. I remember her going to Spain to sing. I’m sure she wanted me to have that same access.

FRENDY: I’m sure it was an eye opener for you. Is the school still open?

ANTHONY:  I believe it still exists and I hope to go back and speak. Maybe even start a program where young black boys can seamlessly enter the school.

FRENDY:  Seamlessly enter the school? Is it specifically hard for young black boys to get accepted there?

ANTHONY: There is less access to the arts in Canarsie. If there was an after school program in JHS that was connected to a HS, it would make a difference in the opportunities they seek.

FRENDY:  I totally agree. Growing up in Brooklyn after leaving Haiti, I always knew there was so much more to experience.  Being at the right places changes lives. Soho was my gateway to see it all. Exposure definitely is everything.  Did you attend The Arts Institute of NYC right after graduating from TU?

ANTHONY: I completely agree, and yes, straight out of HS that following August. Funny thing is I was in and out of court since graduation for a crime I didn’t commit. Little did I know that my case would last until college graduation. Cops said I did a shooting because I matched the description of someone with a red hat—that was just a classic example of being in the wrong place at the wrong time. Film was a place for me to get away from it all.

FRENDY:  I had no clue you had to go through all of that. I’m sure everyone reading this conversation right now is shocked because you’re the furthest thing from a menace.  Besides dibbling and dabbling with editing during your skateboarding days, what inspired you to go harder in the field of production?

ANTHONY:  One thing that really inspired me was the process of trade. One hand shakes the other. Getting to be a sponsored skater is a prime example because if you skate well, and able to show the brand you wear in the same light…you both win. To an extent, there is money involved with the brand’s product but all you have to do is have the skills and that’s how you pay people. To this day I’m collaborating with people this way and bigger companies notice. Then you get the check.

FRENDY:  Very interesting, but I’m sure you aren’t filming just for a check.  What do you love about producing and shooting visuals?

ANTHONY:  I love bringing an idea to life. It’s crazy to dream something up and then see it in reality even better than how you visualize. Bringing a team together should be considered a superpower. Look at “Do The Right Thing,” the movie had an amazing cast, direction, cinematography, story, styling, makeup, hair...a great production team can shift culture. I see myself shifting culture with my debut film.

FRENDY:  Aw man, creating is why we’re all here on earth. When should we expect your debut picture to come out?

ANTHONY: My film is set for 2020. I’m spending time finding ways to recreate the narrative structure.

FRENDY:  Looking forward to it!  Speaking of which, how was your time at The Arts Institute of NYC?  Do you feel like it taught you everything you know now about filming and production? Or did your hands on experience triumph what you learned in the classroom?

ANTHONY:  AI gave me the tools to experiment with and a community of people who wanted to learn more about film. We were able to rent equipment and shoot whatever we wanted. I took advantage of that. In class, we learned about structure and what an ‘L cut’ was, but to me it was a reference because all of the best filmmakers broke the rules. They didn’t tell us that.

FRENDY:  As they say: rules are meant to be broken.  AI officially closed down in 2017, were you shocked by the news?

ANTHONY:  No, it was very expensive and they were taking everybody’s money. I started seeing less passionate students, teachers, and no real support before and after graduation. I graduated December 2012, and was depressed for the first 2 months because I didn’t know what to do. Fortunately, a close friend of mines built a recording studio with a backdrop and asked me to run the photo section.

FRENDY: Wow, the universe always provides.  When exactly did you conjure up your production company, Equator Productions?

ANTHONY:  My sister Emily who was gathering the paperwork for an LLC could not get “Crack Head Central” approved so we had to brainstorm. The one thing that stuck was ‘Equator’ because it’s the hottest part of the earth and the imaginary line that splits the world in half. When I went to film school in 2008, it turned into Equator Productions. That imaginary line over time grew into that median between all cultures—those things that unifies us all, being human.

FRENDY:  “Crack Head Central” was the name of your skate team, right?

ANTHONY:  Yes, CRACK, Creative Recreation at CKost because we would break our boards and rip our sneakers.

FRENDY:  On the homepage of your company’s site of there is a list of prominent clients displayed.  Which of them was the most enjoyable to work with?

ANTHONY:  Ashya + Nike, Ashya because I was able to help them develop their look and vibe visually so I had more creative freedom. Ashley and Moya are the creative directors/ designers behind Ashya and they have such great taste, designing concepts, and naturals at trend forecasting. They highlight cultures around the world via their brand and this is very similar to Equator. I love traveling with them *Laughs*.

Shouts to Anthony Bones and Thomas P. at Nike who trusted me with the vision to bring Rox Brown’s campaign for her AF1’s to life. During that whole shoot, life kept presenting these mini gifts that helped me bring the story together. The part where I reversed from the stairwell to the train station, I planned none of it.

FRENDY:  How do you pick projects to work on?  Is there a specific criteria?

ANTHONY:  I get a lot of my work from word of mouth, so it’s always a lot of socializing involved. When I can bounce back and forth with my collaborators on what the vision is, it’s usually a great sign. Can’t always gauge it that way but 75% it works *Laughs*. I like to work on documentaries, short films, campaigns and sometimes music videos (depending on the artist). I’m continuously working on my formats and defining the aesthetic, but anybody who want to allow me to play (with real creative control) gets my best work.

FRENDY:  I totally understand.  Who else is a part of your creation team?

ANTHONY:  In Equator’s core team its just myself and Ashley Cimone. We have a full roster of directors, editors, graphic designers, producers and retouchers that work with us on projects based in NY & LA.

FRENDY:  Yes, your partner Ashley Cimone is quite an artist in her own right.  How did you guys initially meet?

ANTHONY:  Soooo, *Laughs* I was at an Opening Ceremony event with a friend during Fashion’s Night Out in 2013, and she was there supporting her friends (William Okpo). I danced all night, but when I spotted her I had to speak or else I would regret it. My friend Domo, who is gay, decided he would lighten up the situation so I could get an in.  We walked over and he introduced himself. I was very shy *Laughs* but kept it cool, and he just was overflowing compliments while I thought them.

Finally she gave me her Instagram. I was worried she would think that I was gay and not take me seriously, but after two years trying to link up, she commented on one of my Instagram selfies: “that face”. I direct messaged her immediately after! We started talking like we knew each other and then exchanged numbers. That same day she came to my office at Wallplay in the Lower East Side and we became best friends ever since.

FRENDY:  Classic Boy meets Girl story right there *Laughs*.  I’m glad you stayed persistent!  When did you decide to add her to the roster of your production company?  What compelled you to do so?

ANTHONY:  It happened by accident *Laughs*. We created a monthly nude figure drawing class called ‘Sip & Sketch’ when we met. We understood that we could work together. Ashley was working for Net-A-Porter so she had a business background. I was having issues with the owner of Wallplay being indirect and passive aggressive. Ashley took it upon herself to interfere on one of her rants which landed us both into a meeting. She then wrote a contract for our split that allowed for me to have my first gallery show after I’ve fully moved out of the work space. That was in December 2015, and then In January 2016 I had about over 300 people come to my solo show. Top of that year, I got a call from Laquan Smith for New York Fashion Week and she handled my contracts ever since.

FRENDY:  Watch out Hov and Bey!  Besides the potential project in Dubai you mentioned at the beginning of our conversation, what else are you guys currently working on?

ANTHONY:  That project is good to go!  I’m heading to Paris on February 26th to shoot with Law Roach and Zendaya for her Tommy Hilfiger collection release during Paris Fashion Week.  Very excited about that. And we just shot Ashya’s AW19 Campaign, fashion film and documentary in India. I’m in post for the documentary at the moment, but it’s going to be crazy. The previous documentary will be featured in Nowness very soon but here is a trailer.

FRENDY:  You’re a major globetrotter.  What are the top three places you’ve ever visited?

ANTHONY:  Top three?! Jamaica (home), South Africa, Italy and India. Top three!

FRENDY: That’s actually four, but it’s totally fine *Laughs*.  Your passport is more tatted than you!  Let’s talk about your swag for a second.  You’ve always been fresh to death, but in recent years your fashion sense has quantum leaped into a higher dimension. What propelled your elevated style?

ANTHONY:  Damn, is it that good? Dude, you don’t have to feed my ego *Laughs *. I care less about what people have to say. I grew up in a Jamaican household and was encouraged to wear Diesel leather pants in the eight grade.

My three older sisters were the biggest source of inspiration because they were always fly and coordinated. I started getting hand me downs from my father and sisters from the 90’s which was high end fashion, a physical capsule. My dad had a rude boy, flamboyant swag and my sisters had all the dope denims.  Their wide hips allowed me to have enough room to sag *Laughs*. Over the years myself manifest itself. Now, I love fashion because it’s a way for me to communicate my feelings and personality. I’m giving people a cover to judge.

FRENDY:  Did you cop anything from BAPE back in the day?  Because I know you were a huge BBC/ICECREAM rocker.

ANTHONY:  Yes, I bought jackets, sneakers, pants and hoodies from them but was loyal to BBC/ICECREAM since BAPE sold it in store. Season Zero canvas hat BBC logo is my all time fave and the Hulk Bapestas. Skated in those until the bottom was worn out.

FRENDY:  Triple OG fashion head right here. You’ve modeled before as well, right?

ANTHONY:  Kinda sorta. I tried it because being a fashion lover brings you in front of the lens, but it didn’t really make sense until this ‘influencer’ world started coming to life. I will make an appearance in my film like Spike [Lee] though!

FRENDY:  Let’s get it!  One of your latest and greatest accomplishments was documenting the exciting BTS happenings ahead of Cardi B’s historical Grammy award winning night.  Where were you when you got the call for the gig? How did it come about?

ANTHONY:  *Takes breath and then exhales* Cardi’s stylist, Kollin Carter, hit me at the top of this year with a great idea. We talked regularly about a fashion film we’re planning, and then he told me about the possibility of getting Mugler to say yes to him pulling some archival pieces, which is huge! They said no to Rihanna and Beyoncé if I’m correct. I was at home and told Ash immediately! We were mad excited in the house, running around and screaming *Laughs*.

FRENDY: Crazy! I remembered you posting a series of clips detailing what went down on your Insta story.  Everyone on Cardi’s team worked super hard. What was your shooting schedule looking like?

ANTHONY:  I was there every step of the way. There was no real way to prepare but be present and understanding of Cardi’s space. She had so much pressure from dancing, making sure she can move in her outfits, and being human. To be Grammy nominated is a big deal. She and her team handled it very well and my IG story don’t do it enough justice. I respect the whole squad!!

FRENDY:  You’re constantly in motion. How often do you find the time to lay low, relax, and simply reflect on all the blessings that have occurred in your life?

ANTHONY:  I really love what I do so it’s hard to not do it. Most recently in India, I watched the sunrise from a mountain and just talked to myself. I felt free.

The NewNYer

Sincere Dennis’ moniker “The NewNYer,” is quite deceiving, simply because he’s been gallivanting the concrete jungle for some time now.  Honestly, I forgot where we initially met (most likely at a music event or BAPE) but what I do recollect is his warm, welcoming energy and uncanny resemblance to Kid Cudi back in 2007.

Sin is an underground New York legend who’s captured the pulse of the city for nearly a decade.  Ask any Downtown cool kid and they’ll most likely share a humorous story about bumping shoulders or chugging an ice cold can of Pabst Blue Ribbon beer at a Lower East Side pub with the forever-grinning photographer. Although he may seem like a party animal, Sincere strategically camouflages himself in festive environments, which in turn causes his subjects to feel at ease in front of the camera.

The Bronx-born stereoscopic shooter’s career is brighter than ever as he is now an official member of ASAP Rocky’s AWGE creative agency.  I recently sat down with Dennis to discuss his everlasting relationship with NYC, affiliation with the mob, creative endeavors and carefree lifestyle.

Check out the condensed transcript of our two hours long conversation below.

FRENDY:  What’s going on bro, How are you feeling today?

SINCERE:  Today is a good day.  I feel energetic, but out of it at the same time.

FRENDY:  You just came from the gym right?

SINCERE:  Yeah, a little work out. Not too long, I’m only in there for about 30-45 minutes.  I don’t need to be in there sweating my ass off.

FRENDY:  I got you.  So new year, new you?

SINCERE: Same me, just better health *Laughs*.  More healthy shit—no more Backwoods.  I got to chill on Backwoods. That shit takes a toll on you, it makes me feel fatigued. I’ll stick to oils and extracts.  You know, keep it easy.

FRENDY:  Man, you don’t know how much you remind me of Cudi.  This is actually the very first time we’re having a full blown conversation, and to my surprise, I see you even sound like him *Laughs*.  How often do you hear this from people?

SINCERE:  Not so often these days, but people are still saying it.  Like Ferg would see me and be like: “yo, that’s Kid Budi right there,” a whole other nickname, and I’m just like “you’re crazy, bro” *Laughs*.  I started hearing the comparisons around 2007-2008 when I first came Downtown.  That’s how people knew me, the dude that looked like Kid Cudi.

FRENDY:  How’d you find out about the Soho area?

SINCERE:  A girl brought me down here.  She was like “Oh, I’m going to go shopping—you should meet in Soho,” I was like “I don’t know, I’m from Uptown.  We go to 125th for shopping.” So we ended up going Downtown and I’m like, “I thought we were going to Soho?” She was like, “we are in Soho!” and I was like, “oh shit, ok.”

Kid Robot was the very first job I had in Soho. And then I worked at American Apparel, Urban Outfitters.  I deliberately put myself in Soho to be around the people that were moving and shaking in the industry. I knew the people I needed to be around were there.  I had to get away from Uptown. When you’re an Uptown dude that’s all you know. I remember one time leaving a party at Black Ink tattoo shop, and it was me, Rocky and Bari.  I told them I was about to leave to go Downtown to this party and they were like, “bet! let’s go.” We get outside of Black Ink and I guess Bari got a call or text message to go to this house party etc.  They eventually went about their own way and I went mines. They never really wanted to come Downtown and party. Trying to get Uptown dudes to come Downtown was like pulling teeth. Eventually, they got Downtown.

FRENDY:  What were the hottest shops on 125th at the time?

SINCERE:  Jimmy’s [Jimmy Jazz] *Laughs*.  Fuckin’....Atmos...that was it.  I didn’t know anything else—I barely even shopped, really.  A lot of my homies made clothes back then so I mostly wore their shit.  I do that to this day.

FRENDY:  So that means fashion wasn’t really your strong point?

SINCERE:  Yeah, I wasn’t really big on all that fashion shit because I ain’t have that money *Laughs*.  I didn’t have the money to do all that. I had my first apartment on 129th and rent was due! I just can’t be buying clothes.  I decided to stick with what I know.

FRENDY:  Which part of Harlem did you start kicking it in?

SINCERE:  On the East side.  Harlem was chill, those were the days I started coming outside and meeting people.  That’s how I met everybody who I know today. Harlem was an experience.  You got Teyana Taylor who I’ve known, for like, forever.  She’s been doing her thing for a while, now she has an album out etc. She just kept grinding with patience.

FRENDY:  Yeah, I’ve been following Teyana for quite some time now, since her BBC/Ice Cream days. I’m glad she’s getting such a great reception right now.  When did you first meet Rocky?

SINCERE:  I think we first met at Black Ink on 127th and 7th before it became what it is on TV.  I hate that place now, it’s not the same. Most of the original workers are there, but they have all these new characters now.  And I call them characters because they’re not the real people that built up the shop. Puma was my introduction to the shop. He told me to stop by one day to chill.  We really didn’t have anywhere else to go so why not.

I used to see them [the A$AP mob] at random house parties, community center gatherings and just jump-offs.  Once we realized we hung around the same group of people, we became cool. They see me as a familiar face and when we got to Black Ink they were like, “you family.’

FRENDY:  I may sound ignorant, but is Harlem close to the Bronx?

SINCERE:  Yeah, so when you get further up into Harlem, you get to the heights {Washington Heights} and then there’s a bridge where you can go to the Bronx.

FRENDY: Ok, cool. What year did you start thinking of getting into photography?

SINCERE:  In 2012 when the mob got big.  I was like, “shit, I need to find a way to document this.” Around that time I was taking pictures of the homies. I was hanging around Rocky, and the entire crew, and no one was taking pictures.  I mean there were a few people taking pics, but no one was assigned as their official photographer. It didn’t work out how I thought it would, but it was still fine, I still saw them all the time at shows, took pictures, said what up.

I remember a few times, they would come up to me and ask me where’s my camera.  There was a time where I got caught up in just wanting to enjoy and be a part of the experience.  They were asking because they figured I would be able to shoot for them. But at the time I was caught between two worlds: it’s either I’m this person that’s going to capture shit, or I’m going to be a person that’s just out here partying.

FRENDY:  What was the first camera you purchased?

SINCERE:  I had a Canon Rebel T2i.  I had gotten a Nike check for a commercial I did and I bought a camera.  That was it—it was either I take this serious or not. When I noticed there was a lot of people becoming photographers, I was like “shit I don’t want to do this anymore,” because now I’m battling to get the same image somebody else got.  We’re just taking the same pictures in a different angle. I just had to figure out a way. So years passed and I was still shooting digital.

FRENDY:  Photography propelled you to go out even more?

SINCERE:  Yeah, of course!  Because I was sitting at home with no pictures to edit.  Nothing to post on Instagram. If you go all the way back to my early posts you’ll see that I was making memes. I didn’t fuckin’ know what a meme was, but I was doing em *Laughs*.

FRENDY:  I actually dug deep into your gram and saw that you were experimenting with moving images many moons ago…

SINCERE:  Yeah, I was doing these little digital moving photos, like real subtle.  I never really liked still photos, I was always trying to make my photos move.  

FRENDY:  Because you’re a “mover” as well…

SINCERE:  Right, there is something about a photo not just being a still, 2D photo, you know?  So years passed, I got tired of digital. In 2012 or maybe even earlier, I saw this Complex {magazine} interview with Mr. GIF.  He does a lot of 3D work and he was breaking down how he was making these moving photos. I was like “shit that’s crazy,” because no one was doing that at the time.  Months past and I’m looking on eBay and I saw the exact camera he used to produced the moving images. It was only $25, I thought it was going to be like $300 or something like that!  So I bought it, it came, and I sat on it for like a year and a half. And then finally, I said fuck this digital stuff.

FRENDY:  Why did you sit on it for so long?

SINCERE:  I was probably working a crazy retail job that I didn’t want.  I was going out, but not in the mindset where I needed to take photos.  Someone is performing at a open bar? I’m going! But then around late 2012, I decided to start shooting in 35mm film.  In early 2013, I had all these rolls of film and I didn’t develop them until a year later. I went to this one spot in the East Village and they were the only ones that were able to do it right.  So now I’m editing these shits and they’re looking cool as fuck.

After that, I started going to shows and made sure I’m always up in the front. I always wanted to get that close up shot of artists.  No one ever sees me because I hardly have my camera out. I only take it out when it’s time to use it—I go up, snap, and then go back to enjoy the performance. I found a real balance in just enjoying a show and also getting some work done.  Soon after, I started putting them up on Instagram, but then I had to find an app that could keep the same quality. That’s one advantage I have over a lot of people who are shooting moving images, they can’t ever put up a great quality stereoscopic flick.

FRENDY:  When I see these other cats do it, their pics can’t compare to yours at all.  Your moving pics are just so damn crisp! You don’t have to give away your secret by the way…

SINCERE:  I don’t even know what it is.  That’s just the way I’ve always been doing it.  I tell people that I got it from Mr. GIF. I read his Complex {magazine] interview, I don’t even think it exists anymore. I tried looking it up on Google.  Now people are coming up to me asking so many questions. The actual form of photography is called stereoscopic and then lenticular is actually what I print out.  The prints are lenticular.

FRENDY:  What does that mean?

SINCERE:  I don’t know what lenticular means really *Laughs*.  It basically gives a 3D effect on prints.  It gives it that movement. As soon as I started doing that, which was almost a year and a half ago now, things took off.

My homie Jared, who’s my partner in all of this, found me on Instagram under one company’s comments asking them how to print these things.  We spoke but they weren’t really trying to help me. So Jared saw my comment and then replied saying that he was able to help me print the lenticular prints. He sent me a direct message and the rest is history. Since then, he’s been aiding me print all of my lenticular prints.  We had like 3 shows, we sold a bunch of pieces.

FRENDY: Congrats! There aren’t much pictures of you circulating online. Is that intentional?

SINCERE:  I’m just chilling. I rather my work be the face of me.  You don’t have to know who I am or what I look like to like my work.  People like my work and don’t even know what I look like.

FRENDY: What does AWGE stand for *Laughs* ?

SINCERE: We really can’t say what it means.  Honestly, I still don’t know what it means *Laughs*.   To me it’s just a rag-tag group that have met throughout Rocky’s come up.  I feel like he wanted to have a creative team but didn’t really quite know how to do it. Yeah, he has the rest of the mob but they all have their own thing going on already.  

We all make visuals, but I’m trying to stay away from directing videos right now.  I just think I need some more time before I make a video with Rocky. I have an idea that’s slowly coming along.

FRENDY:  Did you have any doubters in the very beginning of your shooting spree?

SINCERE:  To be honest, I don’t even consider myself a photographer.  For one, I don’t know shit about cameras *Laughs*. I just know how to use the ones that are in my hand.  I just do whatever the fuck I want to do. At first, when I started this Downtown thing, I considered myself a graphic designer. Like fuck it, I know how to use Photoshop….a little bit.  That’s it. And then I was like, oh fuck, Photoshop is not working so I started creating some t-shirts. That shit never really happened.

I never looked up to a photographer’s work and said I wanted to shoot like them.  I’m just taking photos. My inspiration come from watching movies. The way the lighting is in movies and how they capture certain angles.

FRENDY:  It’s the same thing for me as a writer. I didn’t major in Journalism in college or anything, I just love writing stories. Granted, I’ve been working on my craft for like 10 years. I know how to put stories and interviews together really well.

SINCERE:  You got to develop your own process.  There’s a lot of people doing journalism for these websites and they’re trash!  Like, they’re not telling me a story. They’re just telling me the information and the person to answer some questions.

FRENDY: Yup! I know you were a part of Rocky’s Testing album shoot. How was that experience?

SINCERE: We all went to capture content.  The way Rocky work is kind of similar to how we all operate. He actually booked a photographer already, but since we captured so much awesome content, he was questioning if he should use the photographer’s stuff or use the stuff that we got.

FRENDY:  Damn, so he already knew y’all would kill it.

SINCERE: Yeah, he just knew we were the gang, the creative team.  We were going to do what we do. That outing was my first time actually working with the rest of the AWGE team members. That was the first week of January in 2018.  I was like ‘damn, that ball dropped hard!” *Laughs*. As soon as that ball dropped, I got a direct message from Rocky and he said something about joining the home team. And I was like, “bro, I’m ready. Just let me know when.”

FRENDY:  You weren’t even expecting that?

SINCERE:  Nah, I was just doing my own thing. I think I just finished working at Milk {studios].  I was working there for like two and a half years. I was shooting festivals that Milk had partnered with, and some events at the Jam Room. Because of that, I didn’t have to work that whole summer.  All I was doing was just going to music festivals, events, just shooting. The owner of Milk really fucked with me and he wanted to keep me around.

Before I was at Milk, I was doing video and photography for Elite Daily 5 years ago.  After I got let go at Elite Daily I promised myself that I wasn’t going to go back to retail.

FRENDY:  What were some of your duties at Milk?

SINCERE: I had to know everything dealing with photography or not.  I had to deal with figuring out how to fix pipe leaks, if the ice machine broke I had to figure out why it broke, and then call a professional to let them know what’s up.  It taught me discipline and how to act fast. How to react to situations quick. I was there for a reason, I was there to learn some things whether it was about photography or not. It taught me how to move, how to talk to people.

FRENDY:  That’s great, you took everything in stride.  You just did what you had to with no complaints.

SINCERE:  Yup.  There were times I had to be there at 4am after a long night of partying.  It was crazy, man. The last thing I did for Milk was shoot Jonah Hill with Desus and Mero. They {Desus and Mero} do their podcast down in the basement every Friday, and they usually drop the episode on Monday.  They don’t usually have guests on their podcasts, but when they do Milk will try to get me to come and take photos.

FRENDY:  I see you’re not too active on Instagram, as far as posting new stereoscopic flicks.  Is there a particular reason for that?

SINCERE:  Yeah, I had to chill ‘cause now I don’t even have to do anything and I get followers.  I rather let that simmer.

FRENDY:  So you don’t think you have to keep the traction going?

SINCERE:  Nah, I don’t want to over concentrate the market. One of my homegirls from Sweden told me that I don’t have to post so much.  I could be active on my story, but I don’t have to post on my timeline so much. And I was like, damn, that kind of made sense.  And then that gave me another way to put out my personality and document where I go without showing my face. People usually ask me “are you going to post pics from the event you went out to last night?” and I say, “no, I was just there. I didn’t shoot that night.”  

FRENDY:  What does it take for your to bring out your camera then?  A super exclusive event?

SINCERE:  Just AWGE related or an event where I know a particular person is going to attend.  I have an unwritten list of people that I need to take photos of. Sometimes, I just want to burn through a roll of film and I just go out and take pictures of homies.

FRENDY:  How often do you take pictures now?

SINCERE: I don’t know, I just walk around with a camera in my pocket.  Like, nobody ever sees me with my camera out in my hand. When I take a picture of you I’m in the motion.  I see a moment, I strap up and get ready for the shot. And then I put it away right after. That’s it, I don’t want to be walking around with it on my neck.  I carry one at all times though.

FRENDY:  Are you still hitting up Soho like you used to?

SINCERE:  Not that much. I’m usually at the Lower East Side. I feel like its the new hub. Before it was Union Square, then Soho, now it’s just the LES.  We in the bars, we chillin’. My homies work at bars so I pretty much drink at a good price everywhere I go.  I’m more about chill shit these days.

FRENDY:  What does a day in the life of Sin looks likes?

SINCERE:  I just go outside.  I’m fortunate enough to get paid and wake up to figure out things.  That’s one of my perks at AWGE. They want us to grow as us and be able to have that time to not have to worry about where my next paycheck is coming from.  I’m able to pay my rent, I’m able to travel and just do my thing.

FRENDY:  You’re basically working everyday, just not in the conventional sense.

SINCERE:  Yeah, I’m still out here trying to find a way to create content for myself, related to AWGE, and Rocky.  

FRENDY:  What are the things related to AWGE?

SINCERE:  So, I’m not on tour right now but I’m still promoting the shows by posting flyers up on my Insta story, stuff like that.  And when I do go to a show I get my little content, make some GIFs. I’m still working, still doing something that’s contributing to the team. And even though I’m not on tour my posters are sold at the shows.  Like I’m making money for the team, from a piece that I have.

FRENDY:  How do you feel about all of the recognition you’re getting?

SINCERE:  I honestly don’t really care.  I don’t need people to be like “yo, that’s sincere!”  I’m good, I’m ok. I don’t need that energy. People ask me If I do music and stuff like that and I always tell them I don’t need that attention.  I would go crazy if I got it *Laughs*.  I’m from New York, that’s all they need to know.

Anchors

The heir of Hip Hop royalty Diggy has just unleashed the visual for the sixth track off his commendable comeback project, Lighten up.

Aptly titled “Anchors,” not only is Diggy dropping gems on this record, the former Jetsetter is jack-hammering bars that might get your girl wetter than a whirlpool in Vegas.  “ We put anchors on the blessings so they can’t leave us/walking overseas but I ain’t Jesus/ tryinna spit me game, I spit it back, ‘cause I ain’t need it/ you should give it to them youngins that be hungry with our same features,” raps Diggy on its first verse.  He then heats things up with: “you wanna kill me, better dig deeper/ she whispered in my ear she wanted Dig deeper (and I did do it)/ If I dig deeper I might hit yo’ heart/ baby we so far apart, tryinna force it isn’t smart.”

The single’s video, shot by HDtayfilms, sees the dapper young spitter in his usual spiffy threads in an array of locations complimenting his retro attire and hard-hitting lyrics.

Check it out below:

Oreo's Creamalicious Lip Balm

Damn, who knew Oreo could be so cheeky?! We’re already enticed to lick off its signature filling and soon we’ll have the option of literally applying the scent of the cookie’s delicious cream on our lips (French kisses will never be the same).

In collaboration with Taste Beauty, the “Stuf,” chapstick is the bestselling cookie company’s first venture into the beauty industry.  Besides Stuf, Oreo plans on releasing a number of limited edition items for a month ahead of National Oreo Day on March 6th.  Keep your eyes peeled and lips pouted because the only way to receive the creme-scented lip balm is by entering a contest on Oreo’s site on February 4th.

While you’re waiting on your chance to cop the very rare Oreo x Taste Beauty ‘Stuf’ lip moisturizer, enjoy 112’s legendary seductive single “Peaches and Cream.” (just imagine the word “Oreo” in front it).

Rio Is Numero Uno

“Beautiful, I just want you to know, you’re the first-ever world capital of architectuuuure.” Don’t mind me, I had a sudden urge to sing my own rendition of Pharrell and Snoop Dogg’s legendary hit “Beautiful,” upon hearing that Rio de Janeiro, the city that they shot its accompanying visual, was picked by UNESCO as the World Capital of Architecture for 2020.

For years, the Brazilian seaside city has been a major tourist attraction due to its ethereal geography, historical museums, delectable food, and of course, poppin’ ass carnivals. As a result of winning the coveted title, Rio will serve as the brilliant backdrop for the International Union of Architects (IUA) World Congress Forum, which is scheduled for July 19-26 2020.  The event is a big pow wow where architects from around the world discuss topics such as mobility and sustainability.

Shout out to Rio one time, man. Let us all celebrate by rocking out to Theophilus London’s ode to the heavenly region:

Soho

In a recent fiery freestyle on Sway In The Morning, Shady Records signee Boogie cleverly stated, “alienated and spaced out I’m screaming like, ‘beam me up’/ I see the rap niggas, I see ‘em teamin’ up/ that’s why I be lyin’ about linkin’ up/ if you ain’t Reason or J.I.D don’t bring ‘em up.” The Compton-born rapper was basically saying that he didn’t work this hard to get in the game for counterfeit industry relationships.  As a matter of fact, Boogie reiterates the same sentiment in a scorching track from his highly anticipated debut album, Everythings For Sale.

Titled after the South of Hollywood, which is only a half hour away from Boogie’s hometown, “Soho” clearly displays how he and his aforementioned Dreamville buddy are proud members of the anti-social social club. Just look at the chorus: “please no more meetings at soho, please no more thinking we bro bros.”

At first, I thought the name of the song stood for Soho, my favorite hotspot in NYC, because that really is where friends (and secret foes) link up for meetings...or window shopping.  In any case, this clearly is a sign for you to cop my hoodie already (haha).

While you’re contemplating the purchase, check out Soho’s visual below:

A Calabasas Freestyle

The very first track found on Jaden Smith’s latest sonic body of work The Sunset Tapes: A Cool Tape Story is dedicated to my favorite region in all of New York—SoHo (shameless plug: there are a few sizes left in my hoodies if you were wondering). Although it wasn’t the project’s premier single, “SOHO” easily became a fan favorite after the Fresh Prince’s heir blessed Instagram with a visual that meshed the latter with a hilarious clip from his dad’s legendary TV show.  Now, the young icon is moving forward with a new freestyle hitting close to home!

Fittingly titled, “A Calabasas Freestyle,” the bar-filled jam fully displays the Karate Kid’s lyrical chops as he spits about his elaborate lifestyle and splurges.  As you might of guessed, its accompanying video takes place in, that’s right, Calabasas, where Jaden is found rocking his own MSFTS gear and shredding with friends.  Check it out below:

While we’re on the subject, I might as well revisit one of my favorite cuts from Drake that also pays homage to the lavish Los Angeles County, “4PM In Calabasas”.  Enjoy!

Pink Sweat$

I’m all about showcasing phenomenal, rising musicians on this platform and Pink Sweat$ is no exception.  I caught wind of the 26-year-old multi-hyphenate about 6 months ago when he released the confessional ballad “Honesty,” from his standout debut EP, Demo 1.

Sweat$ is a proud member of the new age pack of musicians who defy the stereotypical look of an R&B crooner. I mean, who needs chiseled abs when you have a woman-melting falsetto like he has?

Although the Philly native’s project is just 14 minutes long, it is packed with minimally-produced, emotive tunes that’ll snatch your soul.  

Check out the visual for “Honesty” for a preview of what I’m talking about below:

P.S Shout out to my OG supporter MC for her leading lady role in the clip.

Justine's Interlude

D’Anthony Carlos, better known as Goldlink, is the very first rapper to appear twice on the music-centered Youtube channel, Colors.

Performing his latest slow bop “Justine’s Interlude,” the DC native paid tribute to his dear friends: the late Mac Miller and Brooklyn’s own Justine Skye.  By its title alone, you can infer that the song mostly touches on the Roc Nation songstress.  

Goldlink spilled major tea during his second run on “A Colors Show,” and he didn’t even have a mug in-hand like Daniel Caesar (watch Daniel’s performance on the platform here to get that witty joke).

Check it out below:

Keeping Up With Demand: Diversity On Screen

The last five years has seen a surge of new content that have been distinctly constructed to try to reharmonize the evident under-representation of marginalized groups on mainstream TV.

Issa Rae’s HBO series Insecure and multi-talented British actress Michaela Coel’s Chewing Gum have put narratives of black culture to screens worldwide.

Streaming platforms such as Netflix have provided real authenticity to audiences with shows like Atypical; a coming of age comedy that follows autistic lead character, “Sam,” fumble his way, just like any awkward adolescent, through his teenage years.

Shonda Rhimes consistently writes for and casts not only strong female leads, but also people of colour with shows such as Grey’s Anatomy, Scandal and How To Get Away With Murder — and people are here for it. Rhimes’ shows average 8.6 million viewers each week and she herself has received two Golden Globes, eight Emmys, 29 NAACP Image Awards, and a Peabody.

But how could we talk about diversity on screen without mentioning last year’s box office storm, Black Panther. An absolutely monumental moment in cinematic history that brought unapologetic blackness to the screens of the masses, with purpose. The narrative was strong, the characters rich in resources and technology showing a side to the black experience that is not usually synonymous with box office hits — and not a whiff of black suffering in sight.

What is great to see about these shows and movies is that they do not stick to the age old, worn out narratives of white saviours in the black community or those with disabilities being presented as weak or sorry. These shows are displaying its characters normality. These characters and their everyday, through their eyes.

These shows do not leverage the differences of its characters to justify their presence on screen — and that is what is boils down to.

Studios need to understand that marginalized groups don’t need to be legitimized to be on screen, because, at present, the only reason the on screen narratives are beginning to change is because of the people telling the stories.

Film and television has the power to shape culture in a way that many other mediums can’t. It is our window to the world outside of our existence, and fictional or not, we build our opinions based on what and who we see represented on our screens, and the narratives that surround them.

People have a drive and need to see themselves represented, it makes them feel safe, accepted and not alone. Today, with the change in narrative towards underrepresented groups in the media, people are not afraid to ask for what they want to see on screen. They are not afraid to boycott the content in which doesn’t show a version of their truth.

On the flip-side to this, decades of poor representation has impacted how people view themselves and how they feel they are viewed by society — which has had serious consequences. It has caused people to question their own capability. Without seeing stories of those who look like them being successful and in positions of power, people are unable to dream big.

Ambitions are capped by the belief that because of something fundamental to their identity, they will not succeed in life.

Now, it is all well and good that people from these groups are starting to dictate their stories. However, the reality of the situation is those who dominate the film and television industries are not these people. The current media giants need to take responsibility for how they characterize certain groups and commit to providing a platform for a different type of person to share their stories with the world.

Without this, these groups will continue to tell their own stories and carve their own path. There is real cultural value in authentic story telling. People are no longer looking for the glossy images that we are used to seeing. This will have a knock on effect, and in time those that dominate the market will be knocking at the door of these groups to satisfy the demand for authentic representation.

This has already started to happen, and we are now on the cusp of a real shift in the market. A great example is Netflix’s recent acquisition of a multi-year deal with Shondaland, the television company that Shonda Rhimes set up in 2005 to produce the stories that she wanted to tell.

East London based action thriller The Intent was self funded and independently released by black writers and directors Femi Oyeniran, Nicholas Walker. And when the time came for The Intent 2, Island Records and Vertigo Releasing came for a slice of the pie.

As for disability being portrayed, studios are coming under fire for ‘cripping up’ by casting able bodied actors in disabled roles. This is forcing the industry to finally turn to disabled actors to take up these roles. A recent hit was John Krasinski’s A Quiet Place, which featured a deaf actress named Millicent Simmonds.

So the question is, what side of the narrative do these studios and producers want to be on, holding the door open for diverse casts or left knocking on the doors of those creating their own paths to success?

Written by Tsedenia Skitch

FRNDY LMRN Mix 1

Happy New Year everyone! Allow me to kick off 2019 with the very first FRNDY LMRN Mix curated by yours truly and my musically-inclined lil’ cuz, Kareem Hilaire.  Enjoy!

Sir Julien

Sir Julien George is a budding entrepreneur whose eyes, like Superman, are laser focused on the prize.  In February of 2018, Julien reached out to me with an intense interest of being a contributing writer for FRNDY LMRN.  He instantly took a liking to my platform after reading the Original Story I wrote on style maven Danielle Anabi.  Unlike many other business inquiries, the 19-year-old Atlanta native’s initial email, was quite frankly, a fully loaded automatic rifle spewing out his resume, expertly crafted media kit and letter of recommendation for my consideration. (Neo’s got nothing on me the way I was dodging those rapid fires.)

I opted to put George on board and we’ve had a smooth sailing partnership ever since. He has written some outstanding entertainment news articles, and even cooked up fresh interviews with his famous friends.  I’m pretty sure you guys are interested in knowing more about the sophisticated youngster (peeped his poppin’ gram yet?) so I thought it would be a clutch move to put him in the hot seat.

Check out the transcript of my informative chat session with Julien below where we discuss his upbringing in The A, lavish lifestyle, boarding school woes and future endeavors.

FRENDY:  What’s up, J? Let’s get straight to it—can you give me the scoop on your parents?

SIR JULIEN:  My mother was born in New York and had about seven siblings. Her parents created a family band that they called, The Steel Bandits, in the ‘80s. They all played the steel drums, which is pretty dope. They lived and traveled all around the US and played for former President Ronald Reagan. I just couldn’t imagine my mom being in a band *Laughs*.

My dad was born in SoCal. He lived the ‘Carlton Banks’ lifestyle, but with Will Smith’s personality (if that makes sense). He has some funny teenage stories. When he moved to Atlanta, he built several strong relationships with prominent figures and created Elavon. Since then, the company has sold and he’s living his life.

FRENDY:  What kind of services did your father’s company offer?

SIR JULIEN:  My dad has always been an entrepreneur and investor. He has build several companies that still gain recognition today. Elavon built one of the first modernized credit card machines, which has gained billions in profit. His relationships with the mayor and other prominent figures is how he build Tech Labs. Tech Labs, Pindrop, and Purewire have raised over $100M from software companies in the United States including Amazon.

FRENDY:  Wow, that’s incredible!  They need their own #FrendyOriginals *Laughs*.  Are you the only child?

SIR JULIEN:  Facts. Their stories are insane!  Yes, I am the only child. It was so great growing up as an only child, but not having those fundamental principles of “sharing is caring,” was a wake up call once I entered the real world.

FRENDY:  Oh really? what was your first “wake up” call?

SIR JULIEN:  Probably turning 18. I had always been so mature growing up due to the things I had been exposed to. Imagine an eight year old rocked out in Gucci not because his parents told him to, but because he wanted to…that was me. I thought I had it all together, but there was much more to maturity than a trill fit and speaking eloquently. When I first went into the real world as a legal adult, a new sense of maturity and responsibility switched on for me.

FRENDY:  Did you ever have a sense of entitlement growing up since your parents were able to afford you all the finer things in life?

SIR JULIEN:  No. Never because of that. I was only a bit entitled because I was the only child. I always came first in my household, so that’s all I knew. Don’t get me wrong, I was very grounded—I just felt deserving. I lived, I’ve learned, and I’ve grown though.

FRENDY:  Your mom and dad obviously did a phenomenal job raising you.  Any advice from them that still resonates with you today?

SIR JULIEN:  Thank you, homie. My mom has given me so much great advice. She always tells me not to be too trusting in people and has told me ever since I was a kid, “there are no free lunches in this world.” Basically emphasized the importance of independence. I steer clear of people who do things expecting something in return. Even today, she is so cautious of my friendships. She only likes about five of my friends to be honest *Laughs*.

On the other hand, my dad gives me such terrible advice *Laughs*.  He used to tell me shit when I was eight like: “Julien, you don’t drive a Rolls Royce—you should only get driven in them.” Obviously something an eight year old doesn’t need advice on.

FRENDY:  *Laughs* How was life growing up in the ATL?

SIR JULIEN:  I love Atlanta. I definitely get sick of the A when I’m there, but always miss it when I’m gone. I have still not found a place that I could picture myself living in full time. I traveled a lot growing up, but have always felt most at home in Hotlanta. It’s the perfect balance between the calm and the storm. You can turn up, but chill out with friends/family and have the same amount of fun here.

FRENDY:  Sounds like the perfect balance for sure.  Did you have a lot of friends growing up there?  Also, when did you move to Miami? And why?

SIR JULIEN:  I have always had a lot of friends. I still do, but I can still narrow that number down to my truest and most genuine friends. It’s like I have always had two groups of friends—the associates and the ride-or-dies. The majority of my friends also lived in Miami, so I was there so often. It was my social break from Atlanta. I even almost joined this reality show called ‘Summer Break’ in Miami…but then I went to boarding school *Laughs*.

FRENDY:  Was that the one you were telling me about? *Laughs*.

SIR JULIEN:  Nah. ‘Summer Break’ is a YouTube reality series that features a group of friends living their last Summer in LA before college. One year, they were casting to do a season in Miami, which I decided to audition for. Some friends and mine were almost on the show, but they decided to film again in LA. We were all so pissed, but I made some lifelong homies from that call back.

FRENDY:  Got you.  Which HS did you attend in the A? Or did you go to HS in Miami?

SIR JULIEN:  I went to Woodward Academy from sixth grade to my sophomore year in high school. Woodward is the cliche prep school—button up shirts, khaki slacks, varsity jackets. I left and went to boarding school in Connecticut for my junior and senior year. Now that was lit!

FRENDY:  What didn’t you like about Woodward?  And what did you enjoy about the boarding school in CT?

SIR JULIEN:  Well, at one point Woodward could no longer offer me what I wanted. I lowkey needed to grow up and evolve on my own away from the homies I was so close to. I applied to Suffield Academy for my Junior year and didn’t tell anyone. When I got accepted, I knew I was going. I was sad about leaving one of my closest friends, Ahmauri, but life goes on. We made it work and pick up where we last left off every time we see each other.

When I got to Suffield, I could tell the faculty’s lives revolved around their jobs. They lived on campus, too, so work never officially stops. It frustrated me when I was there, but after graduating I am so grateful for how well they prepared us for the real world. Overall, I made nothing but life lessons and lifelong friendships.

FRENDY:  What is boarding school like? What makes it so different than regular schools?

SIR JULIEN:  I mean, at boarding school, you’re with your friends and teachers all on one campus. Imagine sleepaway camp 24/7. It was beyond draining at times. In contrary, boarding school is the ideal preparation for college in high school. We were required to wake up, go to class on time, play a mandatory sport, manage homework, manage social life, and follow the rules, all without your parents. Obviously these tasks aren’t too much to ask me now, but as a junior in high school, I didn’t realize how dependent and entitled I was. Boarding school is the origin of the Upper East Side teenage scandals. I could tell you some insane boarding school stories!  The access that we had was concerning looking back at it—there were for sure some Lindsay Lohans.

FRENDY:  What is the craziest thing you witnessed or experienced in boarding school?

SIR JULIEN:  Hmmm…that’s a tough one. There’s been some crazy shit that has gone down. There was a herpes situation that still shocks to me to this day.

FRENDY:  *Laughs* Gotdamn! now this is getting good. So, boarding school doesn't necessarily mean that it’s in some deserted area?

SIR JULIEN:  Ohhhh. Most times when I tell people that I went to boarding school they ask “What did you do wrong?” I didn’t go to military school, which is typically a result of a bad ass kid. Boarding School is honestly just an elite private school experience. Imagine a $60K education for a high school student—that’s boarding school. These schools are so competitive, too. I have seen some applicants gift some of the most elaborate things to faculty to bribe their kid in. It’s like a secret little society.

FRENDY:  Were you majoring in anything specific? Or was it fundamentally like HS where there isn’t a need to study a particular subject?

SIR JULIEN:  It was like high school in the sense of average class requirements, but there were some additional classes offered that could be geared to the majors we chose in college, which helped our transcripts stand out. The school did implement something called the ‘Harkness Table’, which is a circular table that allows for round table discussions. So instead of our teachers writing things on a whiteboard regurgitating facts to us, they were much more involved.

FRENDY:  Which boarding school did you graduate from?

SIR JULIEN:  Suffield Academy.

FRENDY:  Are you still friends with some of your boarding school mates?

SIR JULIEN:  Yes, for sure. I still talk to people from Suffield everyday.

FRENDY:  That’s awesome. Which college are you currently attending? And why did you choose that particular school?

SIR JULIEN:  I’m studying abroad in Florence, Italy at Lorenzo de’ Medici. I remember talking to my friend Danielle debating it and she was like, ‘You can go to college in Italy and you’re debating for what?’.  She was right, so I basically said ‘Yolo’ and went for it. I appreciate the precedence I set for myself by leaving Woodward to go to Suffield. Looking back at it, my life has been a continuous elevation education-wise.

FRENDY:  Amazing. Did you choose a major yet?

SIR JULIEN:  I decided to major in Communications and Public Relations. I had already known that I was going to major in that since about Sophomore year in high school. I have my own public relations and branding firm, Viral PR Group. Sometimes I feel like I know everything, but education is still very essential. It doesn’t hurt to learn more and perfect your craft.

FRENDY:  What was the inspiration behind your choice of major?

SIR JULIEN:  I really just took my strong points and passion of public relations and made a business out of it. I have always been well spoken; never intimidated to hold a conversation. I have always spoken with a sense of confidence. It is something that has impressed people so much due to the fact that unfortunately, people don’t picture young African American men positively. I want to help change that and be a different type of example, so that’s how I chose my major.

FRENDY:  Congratulations!  I knew you were going to eventually embark on our own endeavors when you initially reached out to me.  How did you find out about me and my site anyway?

SIR JULIEN:  I remember being in science class fucking around on my laptop and coming across your Instagram profile. I liked how authentic it was. Just raw and genuine content. I was going to wait and follow you for a while before DMing you, but I read one of your Original Stories and knew that I wanted to be a contributing writer or collaborate with you in some capacity. So I reached out, we discussed, I wrote the Clermont Twins piece and we have been working together creating art ever since.

FRENDY:  Totally appreciate your contributions—still waiting for some more articles though! *Laughs*.

SIR JULIEN:  Yeah. When I got to Italy, I fell off a bit. Time difference fucked my schedule up, but I’m ready to grind some fresh articles out. I have a new interview that I am starting on today. I promise it will be worth the wait!

FRENDY:  I’m really looking forward to reading it.  What else are you interested in besides Communications?

SIR JULIEN:  Artist management or maybe just music in general. Viral is a branding firm, so our services aren’t just limited to public relations. I’ve built dope relationships through my firm with some dope artists. There’s something motivational about witnessing or being apart of the creative process in a recording studio. Hearing the finalized song is gratifying.

FRENDY:  I know exactly what you mean.  Who have you had the pleasure of working with so far?

SIR JULIEN:  I have had the pleasure of working with artists like Lil Yachty, Trippie Redd, and Kodie Shane, but Rick Ross’ home studio was by far the dopest studio moment.

FRENDY:  He’s the “biggest boss that we’ve seen thus far,” so it’s only right!  What made that experience so magical for you?

SIR JULIEN:  Hearing his unreleased music was definitely the highlight. I grew up around celebs and public figures, so I’ve never really been impressed by them, but hearing the unfinished craft of a hip hop legend is what was magical.

FRENDY:  How does it feel witnessing your childhood friends build their own respective buzz in the entertainment industry?

SIR JULIEN:  I love it!  I’ve always been the biggest supporter of my friends. If I see one of my friends trying to build their own platform in the entertainment industry, or try to gain success in any business venture, I’m helping them however I can. I want everyone to win.

FRENDY:  Where do you see yourself in 10 years?

SIR JULIEN:  10 years. Damn. Definitely mogul tycoon status. I see myself having multiple firms internationally: Tokyo, Shanghai, Burbank, Manhattan. I don’t want the expansion to ever stop. I see myself having some talented ass kids. Possibly living in Amsterdam or in the Hidden Hills. Viral PR Group will be so innovative and inclusive of the future generations to come. There will be nothing like it.

Before You Get A Boyfriend (Music Video)

Brooklyn-based group Phony Ppl has been making their rounds in the music industry since 2008. They’re still here entirely due to producing genre-bending sounds with heartfelt lyrics.  After taking a three-year hiatus, the eclectic quintet has released a new project titled, mō'zā-ik , which certainly proves that great art cannot be rushed.

One of my favorite cuts from the album, “Before You Get A Boyfriend,” displays Elbee Thrie’s, Phony Ppl’s lead vocalist, rapping and singing ability as he is declaring his love/lust (yeah, he isn’t quite sure what it is either) for a shorty before she finds another boo.

Check out the single’s climactic visual below:

Red Table Talk W/ Kid Cudi

Mr. Rager himself, Kid Cudi is the latest guest on Red Table Talk, starring Jada Pinkett Smith, Willow Smith and Adrienne Banfield-Norris.  The Facebook sponsored American web series is known for its intimate conversations with some of the industry’s most influential figures. This particular episode touches on mental illness and addiction.

Aside from cooking up groundbreaking tunes, Cudi was known as the jokester during my time working with him at BAPE.  One would of never thought he was dealing with inner demons—especially after his skyrocketing success in the music and television industry.  “Well, That’s where most of the bad stuff came in because I had to live up to be this person,” Scott states after he was asked about being the hero of an entire generation. “It’s like doing a comedy, but you’re miserable. It’s like my life was this show and I was always supposed to be on.”

Furthermore, the former “How To Make It In America” star spoke of how he used drugs during his depression as an escape because no one was there to mentor him.

Fortunately, Cudi has been off cocaine for about two years and is now looking to consistently hum his way back into the hearts of adoring fans.  While you’re waiting for some new entrancing tunes, check out the clip below:

Claustrophobic (Music Video)

Man, kudos to my little sister for putting me on to PJ Morton.  If the multitalented crooner looks familiar, it’s because since 2012 he’s been one of the keyboardist for Adam Levine’s super successful pop rock band, Maroon 5.

I would of dug a little deeper into the background of the Grammy-nominated New Orleans artist, but words aren’t needed when an act is that good—the music always speaks for itself. Allow me to present “Claustrophobic,” the first single from Morton’s 2017 album, GUMBO.  The song truly is an anthem for all artists who are unapologetically two-stepping to the beat of their own drum. (makes sense why I like it so much.)

Check out the inspirational tune’s visual below, and if you loved what you heard, feel free to explore his fascinating discography.

LA PRKWY Tunes: Days In

Elijah Mora is working diligently to shine bright in the mainstream Hip Hop scene.  I met the emerging rapper this summer while on a shoot with photographer Deandre Mitchell.  Admittedly, I had no clue Elijah was going to tag along, but I’m glad he did. During our various location changes we had a chance to bond and I was thoroughly impressed by his ambition.

The confident 23-year-old spitter is representing the Big Apple to the fullest—more specifically, Laurelton Parkway. Born in Brooklyn with Haitian roots, Elijah and his family moved to the aforementioned Queens suburb at the young age of seven.  “I grew up in Laurelton, definitely a West Indian middle-class area, not the worst of hoods but having friends in different areas showed me shit ain't sweet,” he states. “Although things settled down now, I legit remember days when I couldn’t take my phone out on the bus in certain neighborhoods. Queens just prepared me for the world in general and how to stay on point. Anything can happen at any time.”

With his head on a swivel and an insatiable appetite for success, Mora unleashed a mixtape commemorating his beloved setting aptly titled, LA PRKWY Tunes. The sonic body of work consists of eight original tracks produced by fellow burgeoning artists OOLUWAA, Losco and Wavy J.  Setting himself apart from the pack, Elijah produced a short film alongside More Like This Media titled, LA PRKWY Tunes: Days In, to fully accent the tape’s four premier tracks. He further explained the visual’s significance by saying: “I felt like I have the mind for it, so why not bring a cinematic aspect into music. I was trying to capture just a day in the life type of feel. Kind of like watching the movies ‘Boys In The hood’ or ‘Friday’, showing you different areas of where I’m from and how we maneuver.”

Sit back, relax and watch an eventful day in the life of Elijah Mora below:

Rox Brown's Air Jordan 1s

The growth of Rox Brown is incredible!  During the early years of my dominance at the New York location of Nigo’s former empire, Roxanne was making her own mark at Pharrell Williams’ Billionaire Boys Club/Ice Cream shop in SoHo.  After BBC, she moved on to be the “it girl” at VFILES, while solidifying herself as one of Downtown’s shining personalities.  Her consistent grind has paid off as she is now living her dream as a full-time stylist and creative director.

Roxy’s latest stunt is in the form of a new sneaker! That’s right, she is the latest influencer who has been given the chance to create a stand-out Air Jordan 1.  Her iteration receives a satin upper in an all-black colorway.  Furthermore, Reflective 3M detailing is spread throughout the shoe with a bright red rose graphic embroidered on the heel and tongue replacing the usual “Nike Air.”  Last but certainly not least, Rox’s signature is hidden within its reflective detailing.

The Rox Brown x WMNS Air Jordan 1 is scheduled to drop at select Jordan Brand retailers on Dec. 12 for $160.

Finding: J-Kwon

“One, here comes the two, to the three, to the four/ Everybody drunk out on the dance floor!” I hope you guys aren’t tired of me and my habitual method of writing song lyrics to kickstart a poppin’ write up. Jay-Z said it best: “What you want me to do?  I’m sorry!”  Whenever I’m in the zone—especially when the article is music centered—my hands start typing whatever Source energy tells me.  This particular piece revolves around a Rapper that most people have forgotten about (his Hip Hop prominence occurred during my braided hair era), J to the mothaf%#$ Kwon!

Recently, BET premiered a new episode of their docu-series, Finding, featuring the “Tipsy” king, where he detailed his struggles and triumphs in the “manipulative” music industry.  He’s more than ready for a major comeback, let’s see what happens!

For now, check out the clip below:

Kawhi's "New" Shoe Deal

Breaking news! Kawhi Leonard has just signed a multiyear contract with none other than the grandfather of all dad shoes, New Balance.

Yup, I know exactly what you’re thinking: “This is a move only Kawhi would make!”  The new face of the Toronto Raptors organization is sort of regarded as a rather...unique NBA superstar with a questionable laugh [insert The Joe Budden Podcast sound effect here], but his latest feat is just as clutch as he is during the final seconds of a championship game.  NB certainly doesn’t have enough hops to jump over the Jumpman, however, they’re dishing out major cash that would entice any player in their elevated mind.  According to ESPN, Leonard, 27, was offered more than $5 million per season, positioning himself among the top 15 shoe endorsement deal earners in the league! Kawhi’s last sneaker venture was with Jordan Brand where they paid him less than $500,000 a year.

Twitter is having a field day with this unexpected news.  Check out some of the humorous tweets below: