{"id":55821,"date":"2019-03-28T13:13:19","date_gmt":"2019-03-28T17:13:19","guid":{"rendered":"https:\/\/stockx.com\/news\/?p=55821"},"modified":"2020-06-17T12:24:01","modified_gmt":"2020-06-17T16:24:01","slug":"been-trill-virgil-abloh-matthew-williams-heron-preston","status":"publish","type":"post","link":"https:\/\/stockx.com\/news\/been-trill-virgil-abloh-matthew-williams-heron-preston\/","title":{"rendered":"Remembering Been Trill"},"content":{"rendered":"

Streetwear\u2019s rampant rise as a force in modern pop-culture has, like so many other things, come widely as a result of the internet. With the internet acting something like a great equalizer, for better or worse, everyone could now observe what was going on anywhere. On the West Coast, it was Odd Future with the internet as a catalyst, taking Supreme to a different level. Elsewhere, a different group of influencers was doing something similar but different.<\/span><\/p>\n

 <\/p>\n

Been Trill<\/span><\/h2>\n

Been Trill was supposed to be a DJ collective. Formed by Virgil Abloh, Heron Preston, Matthew Williams, YWP, Florencia Galarza, and Justin Saunders, the group leveraged their high level contacts to DJ and quickly gain popularity along with a social following. Shortly after things started taking off, the group began to sell merchandise, taking their influence to a whole different level. Emblazoned with the words Been Trill in Rocky Horror Picture font and gigantic hashtags, the merchandise was sold at incredibly high pricing, despite the items relatively average level of quality.<\/span><\/p>\n

\"StockX_Image\"<\/p>\n

Boasting a roster of highly plugged contributors, the collective worked through their contacts to create seemingly limited releases of the highly graphic clothing. Members included Virgil Abloh, Heron Preston, Matthew Williams, Justin Saunders, Florencia Galarza, and a mysterious member, referred to only by the acronym, YWP. The brand also appeared in excess on the team\u2019s high profile friends, including Kanye West, Rihanna, and ASAP Rocky (who would eventually diss the brand on his track \u201cMultiply\u201d). The brand itself is a perfect example of what influencer marketing could do for those who had the connections. With little to no substance to hold the brand up, the collaborative project was still able to thrive early on through the unrealistic level of hype the brand portrayed early on.<\/span><\/p>\n

In the end, it seems as if the hype may have been primarily a fabrication, something of a \u201cman behind the curtain\u201d scenario. The hype folded and like a gas fire, the brand died as quickly as it seemingly sprung up from nowhere. <\/span>As the brand\u2019s illustrious cosigns quickly began to vanish into thin air, the collective sold the brand to Pacsun (which we’re not saying is objectively uncool, but sales clearly did) in 2015. Around the same time, former brand advocate, ASAP Rocky, would go on to diss both Been Trill and HBA in a single leading up to the release of his album, \u201cAT.LONG.LAST.ASAP\u201d.\u00a0 The diss was to express Rocky’s distaste with the two brands biting of his style and essentially monetizing his look without compensation or credit. Those once so involved in the brand would go on to start their own things, many of them starting their own now-successful brands and\/or delving deeper into their own respective lanes. Scroll down to check out what the former members are working on now. <\/span><\/p>\n

 <\/p>\n

Virgil Abloh<\/span><\/h2>\n

Stage Name: Pyrex Vision (Was probably a cool name prior to the brand it spawned)<\/span><\/em><\/p>\n

\"StockX_Image\"<\/p>\n

“Pyrex Vision” is certainly the man of the hour right now, isn’t he? His work and career progression since Been Trill is unlike anything we’ve maybe ever seen. Currently, Mr. Vision sits atop one of the highest grossing fashion houses in the world at Louis Vuitton<\/a>. He’s also still leading his own brand, Off-White<\/a> and continues his nonstop collaborating on other projects less confined to the fashion space<\/a>. To tally up his total accomplishments since 2014 would be near impossible and would likely take the length of article to a record-worthy word count. It is impossible, in 2019, to not acknowledge the level of accomplishment that Mr. Vision has accounted for and the influence he’s delivered since. From his time at Been Trill, and in his endeavors since, there is a lesson to be learned; iterations matter. At Been Trill, Virgil worked the high-powered rolodex of contacts gained while working with Kanye West to push a brand of little substance to the forefront of what was cool in almost no time at all. While it was eventually the lack of substance that brought things down, it’s clear that Virgil picked up on what worked and what didn’t. Soonafter the sale of Been Trill, Virgil started a new brand, one that would share the name of his Been Trill DJ Stage Name, “Pyrex Vision”. This time, he experimented more, practicing similar techniques but with more story and less cringe-y, Pacsun-worthy graphics. This brand folded quickly as well, but it all seemed to lay the foundation for what would eventually be Off-White<\/a>, his most successful project to-date, without question.<\/p>\n","protected":false},"excerpt":{"rendered":"

Years after breaking up and becoming a Pacsun brand, The DJ and Creative Collective formerly known as “Been Trill” have moved on to bigger and better things.<\/p>\n","protected":false},"author":42,"featured_media":55873,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"brands":[],"series":[],"verticals":[1695],"class_list":["post-55821","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sx_vertical-apparel"],"acf":[],"yoast_head":"\nRemembering Been Trill - StockX News<\/title>\n<meta name=\"description\" content=\"Years after breaking up and becoming a Pacsun brand, The DJ and Creative Collective formerly known as "Been Trill" have moved on to better things.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/stockx.com\/news\/been-trill-virgil-abloh-matthew-williams-heron-preston\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Remembering Been Trill - 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