Bricks & Wood and Benny the Butcher Have a Story To Tell

For the first time, StockX and Coachella have partnered to pair performers and brands to create one-of-a-kind festival merch. Bringing the heat to the desert, South Central Bricks & Wood teamed up with Griselda mainstay Benny the Butcher for an inspiring collaborative collection.

When it comes to storytelling, Kacey Lynch of Bricks & Wood imbues a sense of community and history into his designs. It’s not just about a good design; it has to be a good story. As Lynch told Cultured Magazine in 2020, “The true DNA of Bricks & Wood: standing behind the story and process before I stand behind a good design.”

For Bricks & Wood, a good collaboration is all about being honest. Partnering with Benny the Butcher felt right. “With Benny, you can tell he’s telling the truth in every single word that he’s expressing through his music,” Lynch explains. As a fan of one of rap’s master storytellers, Lynch has always felt a connection to Benny’s music because of the storytelling that propels Benny’s work. “He tells a very visual story through words, which is super enlightening for me because it draws the listener in,” Lynch says. And, as every good storyteller knows, it’s the details that make the story work. 

Lynch and his team focused on Benny’s lyrics to design the collection. “We wanted to take a lot of his descriptions of things that he describes in his music to make it more visual and bring it to life, literally,” Lynch says. Part of the collection features a hat and sweatshirt with Benny’s oft-repeated line “The Butcher’s Coming” stylized in slanted, 1970s-style movie poster font. Lynch says the line “sounds scary but also cool and strong and powerful,” From there, Lynch wanted to “give a direct visual in a witty way through the apparel.”