Ouavo, one-third of the rap group Migos is now the brand ambassador for the largest hat retailer in North America, Lids. The multi-platinum artist said he is bringing his own "drip and flavor" to the brand, a brand he grew up wearing. The partnership was announced last week, as the brand is seeking to take their connection to hip hop to a new level.
Of the partnership, Quavo said, “What I’m bringing to the hat is I’m bringing ice to the hat. I’m bringing my integration with sports to the hat. I’m bringing knowing what athletes like, knowing what rappers like, to the hat. Right now, hats have made this run back. Back then, it was snapbacks, then it was fitteds, and then it was snapbacks again. And right now, in this time, like 2019, 2018, 2020, I think the fitted caps are making a comeback, and I just feel like it’s the right time to link with Lids.”
This is the company's second big move in incorporating hip hop into their culture. In June, Meek Mill became a part-owner of the company and is now their head of creative strategy. Meek said, “I would definitely love to involve our whole culture in Lids more. Because, first thing we do in merchandise in hip-hop, we sell hats, we sell all types of things. And, you know, I have the leverage to actually bring the two together even more."
As a part of their partnership with Quavo, Lids will release a limited-edition hat line next year along with other exclusive products with the brand.
With Quavo's help, now everyone will be called Big Drip. Wooo!!!