Danny Brown

2012 marks the dawn of a new era for Hip Hop all around the country. Sure people still love ignorant rappers as much as the labels love making money based on supposed shock value and diversity but if you really want to tap in the new blood fresh from the I.V. then look no further. Rap is a really hard sell for me but when I come across talent i really go with it guns blazing making this lookbook even more inspiring to produce.

For Spring, as you have seen in the previously posted lookbook video, we focused on NYCs real freshmen class with a few notable exceptions such as Danny Brown. We were able to shoot in most of NYCs boroughs illustrating the different backdrops and living arrangements of most born and raised artists. The best art will always be born from struggle and this is not the exception as I lightheartedly nick named this shoot “The Project Award Tour”.

Mr. Muthafuckin’ eXquire & Peel Off Crew

Here is the official Мишка Spring 2012 Lookbook shot by Tara Chacon.
Featuring: Children Of The Night, Venus X,  Left Leberra & the AREB Crew, Lakutis, Das Racist, Mr. Muthafuckin’ eXquire and the Peel Off Crew (Goldie Glo, Dallas Tha Kid, Heron, & DJ SicksentZ), Perrion,  Danny Brown, Gita, DJ Shiftee, Party Supplies,  Action Bronson.

… And for your eyes only, after the jump, a few out-takes from the shoot
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Enlisting the help of a bevy of up-and-coming or on top of their game New York rappers, we traveled all over this dirty pretty city with clothes over our arms, 808s in our ears, and freshness in our hearts, making sure all you fans out there could see the new stuff we’ve worked so hard on in the best settings possible. We’ve enjoyed shooting these videos around the country and even the world, but for Spring 2012, nothing felt better than getting back to NYC.

You’ll see the fun-loving Queens rap trio Children of The Night traipsing through the borough’s most iconic monument. There’s Ghe20 Goth1k mastermind Venus X, followed by Left Leberra and the AREB Crew. Next up to the plate is the Greedhead posse, featuring recent Мишка mixtaper Lakutis as well as the one, the only, Das Racist. Followed by Perrion, Mr. Muthafuckin’ eXquire and the whole Peel Off Crew – Goldie Glo, Dallas Tha Kid, and Heron. Out on loan from Detroit, the expertly coiffed Danny Brown, and Bay Area transplant Gita. DJ Shiftee representin’ Manahttan and MPC remix machine Party Supplies back in Brooklyn; Action Bronson himself stopped by our office to play with official Мишка pooch Romy.

The video was captured, directed and edited by Matthew Caron and produced by yours truly.

photo by Elizabeth Weinberg

As the story goes in the early 2000s I used to be a stylist and a party organizer/promoter and during those years is when i first crossed paths with Mishka NYC. Taking a liking for my keen and fashionable eye, the brand decided to take me on to style & produce all their catalog/lookbooks and initially even model for them along side my friends and collaborators. Looking back at the print booklets, there are certainly some funny haircuts and faces to be laughed at, none the less the direction progressed and matured into working with with agency models in 2009-10 producing solid lookbooks for Fall & Holiday 2009 and Fall & Spring 2010 by Marley Kate; and Holiday & Summer 2010 by Elizabeth Weinberg.

For 2011 we set out to build seasonal campaigns around our featured artists around the globe from NYC to LA over to London and back to Toronto. As we gear up to release our Spring 2012 Lookbook set in NYC with this year’s best of Hip Hop, let’s take a look (no pun intended) at the past year… (click titles for photos)

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6 Months ago I had the pleasure of working on this project with the Loose World agency members and the Jack Threads team in order to illustrate how small independent companies are constantly born and through hard work they can carve out a niche in the fashion industry. Mishka was selected as the first brand, out of four, to illustrate the  HBO show’s likeness to real life. The short piece revolves around the story of the brand and the creation of a graphic inspired by the HBO show “Hot To Make It In America” which was made available on sale for a limited time via Jack Threads. Spot the final shirt product in the video and myself looking extra bossy! (R.I.P. my S2A rings in the above still, guilty of being too cool for cops)