Novelist x JOYRICH 2017 Spring/Summer Lookbook

Los Angeles-based streetwear brand JOYRICH has teamed up with Novelist on a special capsule collection inspired by the grime MC love for workwear. Founded in 2007, JOYRICH has made a name for itself creating fun, kitschy, and playful looks by combining luxury and street fashion. The brand was attracted to Novelist’s outspoken lyrics and unique sound, and the two camps have teamed up on a range of denim and classic pieces with fun additions such as embroidered “Mmm yeah” patches, inspired by his catchphrase. The match is a perfect one, with Novelist saying, “I really like the brand JOYRICH because of its colorful and jovial themes. I knew that I wanted to design my own clothing at some point in time and JOYRICH were the right people for me work with because both of our ideas go hand in hand.”

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