Welcome to the world of Golf le Fleur, TylertheCreator's lifestyle collection.
Since bursting onto the scene in the late aughties with hip-hop collective Odd Future, Tyler, The Creator has become known as much for his bombastic lyrics as his renegade personal style.
, have inspired a cult following. Over the last few months, those fervent fans have been speculating that something big was in the works after spotting clues in the videos for his new album,. They weren’t wrong. Following sell-out collaborations with Converse, Lacoste, and Jeni’s Ice Cream, Golf le Fleur is now blossoming into a fully-fledged lifestyle brand encompassing apparel, accessories, beauty, footwear, eyewear, and luggage.
Ever the performance artist, Tyler unveiled the new collection as an IRL version of those music videos at a location on the top of Mulholland Drive in Malibu this week. As with hisback in 2016, which included an elaborate set complete with a bedroom, golf course, and skate ramp, he says he felt compelled to create a bigger, almost cinematic, story around the collection. “I think context is lost nowadays. People read a headline and don’t care about the whole article,” he says.
Tyler, a self-confessed sugar fiend, was clearly inspired by his own palate for his candy-colored collection. “I’m sweet and sweet,” he says. “I love macarons, cupcakes, doughnuts, pancakes, and maple syrup. My trigger words are vanilla and brown sugar.” Apparel includes his trademark ushanka ear-flap hat in a soft faux rabbit fur; high-waisted, preppy pleated shorts and pants; mohair leopard-print sweater vests; and chunky tassel loafers—basically Tyler’s own uniform.
For Tyler, Golf le Fleur stands apart from Golf Wang and its shop on Fairfax, L.A.’s mecca of streetwear brands, and is perhaps a reflection of his own growth and style evolution. “I guess the nostalgia has just taken over me and maybe I’m being a little pretentious,” he says. “I just want these items to be special. People who get it, they really want it and they cherish it. I didn’t make much of it because I don’t want to oversaturate it and I don’t expect everyone to have it.”starting at 11 a.
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