Virgil Abloh and Swedish House Mafia Collaborate on Tour Merch
Recently, tour merch has gone from being a poor-quality souvenir to being a hype-worthy necessity. From Kanye to Travis Scott, hip hop artists are the forebears of the trend, and now the newly-reformed Swedish House Mafia are getting in on the action.
Their merch capsule includes apparel and a , all with the touch — what better way to get people talking about the supergroup’s reunion?
To commemorate the occasion, the white-on-white Air Force 1 sports a trio of black Swooshes on its outside, and the group’s three-circle logo on its inside.
It’s not clear how Virgil is involved (his signature inverted commas are notably absent from the pieces), but both he and SHM took to the ‘gram to hint at their collaboration.