GRM Daily’s ‘Daily Duppy’ videos have become somewhat of an institution for artists to show off their freestyle talent, but Idris Elba has used his offering to go one step further and inspire a whole clothing collection.
In his video, Idris freestyles on topics that relate to his life, with a consistent message of inspiration to live life to the fullest through his repeated lyrics “CUS I CAN”.The collection is dropping from Elba’s own brand, 2HR SET, which takes its name from the artist’s DJ career and collaborations with other musicians.
The collection itself is themed around the lyrics from his Daily Duppy video, with the key message being “Protect your Aura”, and includes relaxed fit hoodies, t-shirts, shorts and joggers. Sustainability is a key concern in this drop too, with all the pieces being made from a mixture of organic cotton and recycled polyester.
The colour palette is varied: pieces come in classic black, red and navy, and a new ‘raw’ cotton colourway. The ‘CUS I CAN’ tagline is printed across the t-shirts and hoodies in contrasting colour ways, whilst a figure and aura are embroidered on too.
The collection also aims to support the fight against knife crime and violence in London, by linking up with Elba’s campaign ‘Don’t Stab Your Future’ (#DSYF). Here, Elba has demonstrated his ability to harness the reach of his music endeavours and translating this across to fashion – all while promoting key messages. Check out the freestyle below.