Five reasons to visit:

AWGE at Selfridges

From A$AP Rocky’s new boundary-breaking store concept to an endless list of exclusives – here are five reasons to visit AWGE’s first permanent destination, now open in the Designer Street Room at Selfridges London.

1. The exclusives

With over 40 exclusive products – including everything from glowstick necklaces to hand-stitched A$AP Rocky dolls, hats, tees, sweatshirts and more – this is the only place you can shop limited-edition styles from the AWGE collective. Highlights include Ben Hundo $100 bill-print pants and a collaboration with Japanese label Needles.

 

 

 

It's about offering product from our perspective and inviting people into our world.

 

A$AP Rocky

2. A$AP’s miniature Harlem

A$AP has brought his hometown of Harlem to Selfridges with an intricately detailed 3D miniature of the neighbourhood, featuring some of his favourite haunts and a Statue of Liberty dedicated to the memory of A$AP Yams. You can shop the set – complete with working trainline and traffic lights – while getting the ultimate Godzilla-style picture as you wander between the buildings.

3. The Babushka Boi merch

No one rocks a headscarf quite like Rocky (see the ‘Babushka Boi’ video for proof), but you can at least try with this exclusive tote and scarf. What’s even better, it comes in our favourite colour: yellow.

 

 

Rocky has been a brilliant and longstanding collaborator and friend of Selfridges. We are all so excited to be bringing the AWGE vision – both for product and environment – to the Designer Street Room.

 

Bosse Myhr, Selfridges Director of Menswear

4. The AWGE Bodega is back (kind of)

When A$AP opened the AWGE Bodega at Selfridges in 2017, he asserted that AWGE isn’t about traditional retail. The life-sized replica of a traditional New York corner shop included aisles upon aisles of exclusive merch – from cereals to hoodies – and now you can find its doors open again (well, sort of) as A$AP has included a bodega in his miniature Harlem.

5. The drops

Just as New York is the city that never sleeps, the AWGE space will never stop delivering surprising collabs and new experiences, with regular product drops throughout the year. Keep your eyes on our @TheYellowDrop Instagram account for the latest…