Words by Axel Metz
The world’s foremost chart-topper has turned his attention to the street style of Toronto, London and Paris with the upcoming Nike NOCTA collection.
When Drake rapped “checks over stripes, that’s what I like” on Travis Scott’s megahit “Sicko Mode”, it was clear the Canadian superstar had picked a side when it came to streetwear.
In fairness, the bromance between Drizzy and Nike is one that stretches back as far as 2013, when the pair penned a deal over the Jordan brand line (“Jumpman” gives some clues as to the cosy relationship between Drake and MJ), so it’s no surprise that 2020 marks the next major collaboration from the world’s premier hit-maker and its largest clothing company.
NOCTA is its name, taking inspiration from the rapper’s ‘nocturnal’ creative process and the dark, gritty street styles of Toronto, London and Paris – cities Drake has made his own in one way or another over the last decade. The collection is aimed at those on the move; people after comfortable fits that maintain the urban aesthetic of their surroundings.
Expect Nike staples including tracksuits, gloves and puffer jackets, but with a Champagne Papi twist – whatever that means. Products will be “characterised by the type who are on the road all day, all night – the grinders, the hard workers – trying to accomplish their goals and taking no short cuts.”
Speaking to GQ, Drake described the appeal of working with the sportswear giant: “Growing up Nike was everything,” he said. “It felt like every shoe I wanted, every athlete I liked, everything I owned was Nike. It didn’t mean anything unless it had a Swoosh.”
“I remember watching all these athletes repping Nike – each doing the unthinkable – and how inspiring it was. I always felt like there was an opportunity for Nike to embrace an entertainer the same way they had athletes. I thought about how crazy it would have been and what it would have meant for an artist to have a flagship Nike deal.”
“I wanted to take a piece of that culture that I grew up with, that school of thought, and bring the best to it. With NOCTA, we were trying to make the hardest jacket, the hardest tracksuit, the hardest gloves. Just the best of that world.”
Just as Kanye’s Yeezy’s fly off the shelves before you can open your wallet, expect Drake’s first bona fide foray into fashion to demand deep pockets and quick computer fingers.
The Nike NOCTA collection launches globally on December 18th at nocta.com.
Interested in learning the basics of good street style? Look no further than our guide to the fashion of Travis Scott.