A newspaper for the new Kid Cudi and Surface to Air collaborative video and leather jacket project, “Mr. Rager.”
Photo: MTV Style
We probably don’t need to tell you this, but New York Fashion Week is FINALLY here! Yes, despite the muggy temperatures and never-ending rain, the festivities kicked off Wednesday night with a densely packed party to celebrate the opening of the new stateside store for über-hip Parisian label Surface to Air. If you’re not already familiar with this street-style brand, popular with bands like Chromeo and French rabble-rousers, Justice, we encourage you to familiarize yourselves because with this new U.S. presence, we anticipate we’ll be seeing the relaxed yet edgy wares EVERYWHERE (like on our backs and feet if we can help it). In honor of the opening, Surface to Air partnered with rapper and How to Make It in America actor Kid Cudi on both a limited-edition leather jacket and a new short music film called “Mr. Rager,” which will also be shown at the store on Fashion’s Night Out. Folks, from what we spied at the party, this is one heck of a gasp-worthy, street magic SENSATION. Also? We’re never ever going to mess with Mr. Cudi while he’s sleeping.
Shot by Surface to Air (or S2A for enthusiastic abbreviators) founder, Jérémie Rozan, “Mr. Rager” was conceived by Kid Cudi’s “out of the box” ideas, which we can attest involve rage, rage, and also dreams fueled by rage. In the video, he wears the Michael Jackson-esque jackets he created with the brand, which were inspired by the ’80s song “Thriller” and the movie Tron. Kid Cudi said, “We worked really hard to create something comfortable that’s classic yet futuristic and iconic.” Retailing for $1,200, they’re steep in price yet are soft and durable, and the design isn’t as retro as expected. It’s modern, supple, and supremely cool. Also, it works for both men and women. HOLLA! But don’t ever holla at Kid Cudi, OK? Trust us.
The back page of the newspaper celebrating the new Kid Cudi and Surface to Air collaborative leather jackets and new video “Mr. Rager.”
Photo: MTV Style