J. Cole and his Dreamville team just dropped a new garment collection in collaboration with one of Europe’s best clothing labels, Daily Paper, which is now available for purchase online and in stores in Amsterdam, London, and New York.
Both companies recreated what a Daily Paper x Dreamville University might look like with the campaign shown as a yearbook. Each team established its respective labels during its university years. The Dream Daily collection includes seven custom pieces in sandy and maroon colors, including classic varsity letterman jackets, coach jackets, sweatsuits, and hoodies.
Dreamville Records has launched a new project in collaboration with Amsterdam-based fashion label Daily Paper. The resulting capsule, referred to as Dream Daily, is a seven-piece collection of university-style wear. Raeana Anaïs, the design director of Dreamville, describes the mission of this project to be “Dream Daily, and then put a plan into action to make those dreams come true.”
The record label, founded by J. Cole, has initiated another step into the fashion world with this collection. Reflecting on this new endeavor with Daily Paper, Dreamville partner Adam Roy stated, “we tell stories through music and equally they, with fashion. We’re excited about the opportunity to build something special with one of today’s foremost fashion collectives.” Daily Paper, which was created in 2008 by Abderrahmane Trabsini, Hussein Suleiman, and Jefferson Osei, is heavily inspired by the African heritage of the founders.
Dreamville X Daily Paper Pulls Inspo From The Classroom
For the release, photographer Olya Oleinic shot a yearbook-themed campaign starring “alumni” members of both Dreamville and the Daily Paper. Dream Daily is also heavily inspired by the University of Sankore, which is regarded as one of the world’s oldest educational institutions. The creative direction for Dream Daily is explained in a statement released on the fashion brand’s website: “With both brands starting their respective labels during their university years, we reimagine what a Daily Paper x Dreamville University would look like.” The brand also features a similarly styled video campaign, which also features the behind-the-scenes of the creation of Dream Daily.
Needless to say, the concept of Dream Daily emphasizes education. One of the more notable pieces from the capsule is the maroon and sandy-colored University Jacket. Featured on the jacked is an assortment of branded patches and a graphic depicting the Great Mosque of Djenné, which has both religious and cultural significance for the people of Mali. The collection also features a polo dress, a polo sweater, a coach jacket, sweatpants, a hoodie, and a t-shirt. Today (February 24th) marks the first day of Dreamville’s pop-up in NYC, located inside of the Daily Paper’s flagship store. For more news related to pop culture and hip-hop, be sure to keep in touch with HNHH.
