California Apparel News

Dwayne Michael Carter Jr., most commonly known as his stage name, Lil’ Wayne, recently launched a skate-influenced boys’ and men’s apparel line, Trukfit, earlier this year. Trukfit, an acronym for “The Reason You Kill for It,” was conceived by Wayne, who said when he was younger he purchased clothing off a truck that sold “imposter” designer brands. “There was a distinction between what was sold off the trucks and what was sold in stores,” Mike Morris, brand executive of Trukfit, said. “When people saw the knockoffs, they’d say, ‘You have on that truck-fit gear.’’’

Inspired by Wayne’s childhood experiences, Wayne intends to produce affordable clothing that is accessible to all demographics. Democratizing the price points will allow youth from all sectors to sport Trukfit. “We are targeting different markets that contribute to what our business plan is structured on—Trukfit is for everyone— not limited to one specific person,” Morris added. “We want to make that stand out and let everyone know that is an [integral part of our mission].”

The Grammy award–winning rapper recently pronounced his new-found passion of skateboarding. Exploring another creative side with skateboarding has proven promising. Wayne has been accepted by the skate community, and so, starting this line at this time seemed fitting, Morris said. “In the past, Wayne had a lot of different opportunities to start an apparel line, but it wasn’t the right time. Now, especially with his involvement with skateboarding, it just seemed right.”

As creative director for Trukfit, Wayne incorporates his vibrant fashion style into the line. The collection consists of colorful cotton tees and sweatshirts, some of which feature a “Lil’ Tommy Skateboarder” avatar and a simulated “Lil’ Wayne Spacey Martian,” which sports a Trukfit fitted helmet.The standard-fit tees reflect Wayne’s playful stage presence, combining a quirkiness and “street” edge. The tees and snapback caps have witty mottos written across such as “Fear None, Respect Few,” “Misfits” and “Forever Young.”

Details include ’90s graffiti tags and graphic logos, as well as zebra and polka-dot trims, and hidden tongue-in-cheek messages are cleverly translated in the images—such as the “U C Me” Trukfit character with lenses lurking behind a silly face.

Trukfit currently carries T-shirts, sweatshirts and caps, but they are expanding into a full collection for Holiday 2012. “We will have cut-and-sew consumptions, including crew necks, sweathoods, denim pants, and jackets and knits,” Morris said. The upcoming collection will keep true to its skate aesthetic, favoring a tight fit and fun, printed colorways.

Tees currently retail for $28 to $32 and hats for $32. Trukfit is currently sold at Karmaloop, Zumiez and Macy’s. For information, visit www.trukfit.com.—Sarah Wolfson