Sometimes, the desert is the only place for unique and amazing things to grow. The collaboration between Bronx-based designer Loso and Atlanta-native J.I.D for the first-ever official Coachella x StockX artist merch partnership proves it. The result is a collection of hats and shirts that reflect both artists’ grounding in family connections.
Growing up in the Bronx, Loso epitomizes the NYC street culture of the last ten years. In fact, StockX recently partnered with him for an exclusive DropX™️ collection. He is known for his custom, one-of-one headwear sported by some of the most influential and culturally relevant artists of the previous decade, including A$AP Mob, Joey Bada$$, Rich the Kid, Travis Scott, and more. As Loso looks to create an international brand working with Coachella and StockX, he’s doing so by staying true to himself, his family, and his hometown.
Since 2012, East Atlanta’s J.I.D has been creating critically acclaimed, musically dense projects as a part of Earthgang’s Spillage Village collective and as a solo artist on J.Cole’s Dreamville label. Atlanta’s history of musical experimentation has been a hallmark of J.I.D’s sound, but he remains rooted in the classic soul and funk he soaked up as a child listening to his family’s record collection. Like Loso, J.I.D’s passion and creativity stay all in the family.
Much of Loso’s work borrows from death imagery and iconography – text or objects shaped from bones, skeletons, the grim reaper, and calavera aesthetics. His incorporation and use of these signs and symbols come from a place of life and family. “It’s from my Mexican heritage,” he says. “We worship Nuestra Senora de la Santa Muerta [Our Lady of the Holy Death].”
Although venerated for centuries, Santa Muerta has surged in popularity in Mexico since the late 1990s. And it is this reemergence of Santa Muerta that we see echoed in the Loso x J.I.D Coachella Experience tees in white and black. J.I.D is rendered as a skull, with all-white bone and black sockets, reflecting representations of Santa Muerta. But it’s more than just a stylized look; for Loso, it’s related to his life. “Growing up, I was always polarized by la Santa Muerta.” His reaction to Santa Muerta tracks with the tension many feel about the saint’s return to popular culture. Some view Santa Muerta as an angel of mercy offering hope in the face of hopelessness. Others see Santa Muerta’s popularity as an indictment of the lures and dangers of narco–culture.
Of course, Loso is ready to expand and grow his audience, but that doesn’t mean he’s chasing trends or collaborations for clout. For him, it’s all about connecting with the right partner. Collabs these days can be just another box to check for a corporate marketing plan, but Loso remembers, “Growing up, I’d look forward to a collab that comes out because they were special, but now it’s too saturated.” His view of 2010s fashion history and the ubiquity of collabs reinforced his philosophy when it comes to working with another artist or brand: “Make it make sense – don’t collab just to collab and dilute the scene.”
That’s what makes the connection between Loso and J.I.D so special – it just makes sense. Theirs is an organic partnership built on mutual respect and love. They approached this collaboration as two fans working together. “He wore my stuff during the photoshoot, promotional rollout, and music video for his “Surround Sound” single with 21 Savage,” Loso continues, “We’re fans of each other, so no reason not to work with people who appreciate craft.”
In addition to craft, J.I.D’s family ties most resonate for Loso. Providing some news about J.I.D’s next album, Loso mentions that the album will be “based around family.” Their kindred sensibilities go deeper than a concept album based on family – it’s also about a shared creative process where Loso’s design work and J.I.D’s music are entirely inspired by their own lives and experiences.
This creative and familial connection is on full display with the two trucker hats Loso crafted for this collaboration. On one hat, Loso bends two bones to form a large “C” for Coachella on the front panel, reminiscent of a Chicago Cubs hat that Loso could have customized. It’s at once a call back to Loso’s start in headwear and a signal that he’s moving forward without forgetting where he started. And, of course, both hats feature Loso’s impeccable sense of craft and detail with a special brim rope hand-braided to resemble barbed wire. The final trucker hat represents the bonds linking fandom, family, and art. The hat features silhouettes of people dancing under the text, “J.I.D Family Reunion 2022.” The first two letters and half of the “M” in “Family” are colored in red. Depending on how you look at the hat, it reads “J.I.D Family” or “J.I.D Fan.”
At the very heart of Loso’s work – and this collaboration with J.I.D – the lines between fan, family, and music are always porous.
Click here to shop the DropX™ Exclusive Loso x J.I.D x Coachella collaboration on StockX.
