May 23, 2018
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PrettyLittleThing x Karl Kani release 90's hip hop-inspired collection

May 23, 2018

British fast fashion brand PrettyLittleThing (PLT) has announced its first brand collaboration as a collection with streetwear label Karl Kani.

PLT x Karl Kani - PrettyLittleThing

PLT announced the collection on its site saying, "Staying true to the 90’s legacy, this drop is all about paying homage to the styles of the Karl Kani movement that infused hip hop and street culture. Think sporty separates, fresh outerwear and denim with an urban edge."

The 45-piece collection ranges from 90's hip hop style baggy silhouettes to updated pieces like mesh crop tops, leggings and bodysuits. Bright colors and the Karl Kani logo feature prominently in the collection.

Rising R&B recording artist and Harlem, NY-native Teyana Taylor models the collection for the campaign. 

PLT was founded in 2012 in England by Umar Kamani, the son of one of Boohoo's co-founders. The site officially broke into the US market in 2016 with a launch party hosted by Kylie Jenner.

The brand is not new to celebrity and influencer partnerships, having launched campaigns and exclusive curated collections with Olivia Culpo, Khloe Kardashian and Sophia Richie. However, the collaboration with Karl Kani is the first time PLT has released a line designed with another brand.

The choice of brand seems to be aiming to harness Gen-Z consumers who have previously shown an interest in throwback brands including Champion, Adidas and Vans. Karl Kani originally came to prominence through the 90's hip hop scene and was popular with rappers Tupac Shakur, the Notorious B.I.G., and Sean "Diddy" Combs.

PLT's plans for growth in the future include a potential store in LA on Melrose, and Kamani told Fashionista.com that Los Angeles is a place the brand is "investing in heavily."

PLT x Karl Kani launches May 23rd. It is priced $15 for hats and bra tops to $60 for a vintage denim jacket.

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