Tinie Tempah wants new fashion label to speak for itself
Tinie Tempah says he hopes his new clothing label is successful on its own merits and not just because of his celebrity name.
The 23-year-old rapper, who launched his Disturbing London menswear range at Selfridges earlier this month, told The Telegraph that he is taking his new role as a fashion entrepreneur very seriously:
He said: "At the end of the day, I'm a 23-year-old male from inner city London. Of course I'm into tailoring - but in the right circumstances: swanky events, awards or fashion shows. I want [the collection] to show the different layers of what makes me who I am. I thought it would be good to do something that was high-end streetwear, based around the whole Americana storm that is happening now. D'ya get what I mean?
"I don't want people to just go out and buy this stuff because Tinie Tempah is associated with it. I want people to fall in love with it and go and seek it off their own accord."
The ‘Pass Out’ star, who won Best Dressed Man of 2012 at the recent GQ Awards, went onto reveal how he plans to expand the range in the future:
"I'm going to carry on collaborating until I get to the point where I feel it's safe and cool and credible enough to go for the full heritage: a high-end collection, tailoring - everything. You have to think big and start off small, get people to fall in love with the brand."
Watch Tinie Tempah's collaboration with Rita Ora below:
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