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DJ Khaled “Makes It Miami” As the Face of the New MCM x SNIPES Collection
Major collab alert! Streetwear retailer SNIPES has gotten a Miami makeover, as the brand debuted an exclusive collaboration with German luxury label MCM this past weekend. In the heart of Miami Beach, the vibrant range rolled out with a bang — and a surprise appearance from DJ Khaled, the face of the collection and SNIPES’ Chief Creative Officer.Miami is all about energy. The dynamic city is distinguished by its laid-back vibes, beautiful beachside views and a multicultural atmosphere that enriches the local scene. SNIPES and MCM wanted to bottle up and share this spirit with global audiences through a colorful collection that offers key closet staples. The assortment is versatile and can be worn lounging poolside or out and about, as it blends SNIPES' easygoing streetwear roots with MCM’s luxury craftsmanship heritage.Though MCM occupies the luxury lane, it’s no stranger to bold statements. DJ Khaled isn’t either — just like he’s made major hits with some of pop culture’s most iconic names, he’s made “another one” with this partnership. The apparel includes basketball shorts, swim trunks, t-shirts, sweatshirts and sweatpants in pink, turquoise, white and black colorways. Some show a gradient that’s reflective of tranquil Miami sunsets, while standout offerings display a new logo. MCM x SNIPES also rolled out a selection of co-designed bags: a nylon black bag collection, which will be available exclusively at SNIPES, and a more polished white leather collection that will be sold at MCM.We caught up with DJ Khaled at the collab launch party at the We the Best x SNIPES store in South Beach. Between palomas, classic Miami snacks and a DJ set that got the party started, he shared his favorite collection picks, dove into the capsule’s inspiration and more.Sevure your bag and check out the rest of the collection at snipes.com.Hypebeast: How did your partnership with SNIPES begin, and how has it been acting as the brand’s Chief Creative Officer?DJ Khaled: Man, it's been incredible. It all started at Carbone, eating some incredible Italian food. They wanted me to do a SNIPES campaign, so that was the beginning. They touched my heart because they kind of showed the story of my life in the campaign. I used to sell mixtapes out of sneaker boxes when I worked at a sneaker store. I got to meet the SNIPES team and we built a bond that led to other conversations. While we were talking about maybe doing another campaign, I told my team, 'Why don't we go open a store together?' I wanted to go 50/50. We ended up opening this store that you're at now, We The Best x SNIPES. They believed in me and took a chance with me, which I really respected because that's what it's about in a partnership. Teamwork makes the dream work.From there, that partnership was going so well that they were like, 'Yo, we want you to also be a Chief Creative Officer.' It just made sense. But it's not even just that I'm a fan of SNIPES. I do shop at SNIPES and I love everything about the brand. But more importantly, the reason why I love the partnership is because of what they do for the community. Not just in Miami, but all communities, where all the stores are. They do things for the kids, the next generation, but especially in hip hop. They're always at festivals. They go all out. Even today, you come and shop and catch a vibe, but you can tell that they care. They've got over 800 stores now, but we call this store the unicorn. It's special.Hypebeast: How do you 'Make It Miami'? You’ve lived here for some time, so what does that mean to you?DJ Khaled: It means everything to me because I breathe, I sleep, I rep Miami. It's my home. Miami changed my life. It raised me. I've been living in Miami for over 35 years. Even this street that we're on right here, there's so much history. I used to be the guy passing out flyers on this block. I'm just proud. Everybody who comes to shop here, if they're from the 305, they know what it is. They know, 'Man, this man worked hard.' My fans all over the world come to the store and they take a picture in front of the 'We The Best x SNIPES' sign. Before we opened this store, I told the team I wanted to make it a destination. Even if the doors are closed, you're outside taking a picture in front of that sign. We gotta keep the sign lit, because we lit [laughs]. You gotta get that flick on for your Instagram swipe.Hypebeast: You usually express yourself through music, but how do you also channel your creativity and vision into the world of fashion? DJ Khaled: To me, it's almost the same because when you make music, it's about being yourself. And when you wear fashion, it's about being yourself. I was just with the CEO of MCM and we had a great conversation. She was wearing a jacket, and she literally told me she took scissors and cut the sleeves off of it before she got here. And it looked beautiful. What I'm saying is it's not only the name of the brand that you wear, it's your personality, your character, your soul and
Major collab alert! Streetwear retailer SNIPES has gotten a Miami makeover, as the brand debuted an exclusive collaboration with German luxury label MCM this past weekend. In the heart of Miami Beach, the vibrant range rolled out with a bang — and a surprise appearance from DJ Khaled, the face of the collection and SNIPES’ Chief Creative Officer.
Miami is all about energy. The dynamic city is distinguished by its laid-back vibes, beautiful beachside views and a multicultural atmosphere that enriches the local scene. SNIPES and MCM wanted to bottle up and share this spirit with global audiences through a colorful collection that offers key closet staples. The assortment is versatile and can be worn lounging poolside or out and about, as it blends SNIPES' easygoing streetwear roots with MCM’s luxury craftsmanship heritage.
Though MCM occupies the luxury lane, it’s no stranger to bold statements. DJ Khaled isn’t either — just like he’s made major hits with some of pop culture’s most iconic names, he’s made “another one” with this partnership. The apparel includes basketball shorts, swim trunks, t-shirts, sweatshirts and sweatpants in pink, turquoise, white and black colorways. Some show a gradient that’s reflective of tranquil Miami sunsets, while standout offerings display a new logo. MCM x SNIPES also rolled out a selection of co-designed bags: a nylon black bag collection, which will be available exclusively at SNIPES, and a more polished white leather collection that will be sold at MCM.
We caught up with DJ Khaled at the collab launch party at the We the Best x SNIPES store in South Beach. Between palomas, classic Miami snacks and a DJ set that got the party started, he shared his favorite collection picks, dove into the capsule’s inspiration and more.
Sevure your bag and check out the rest of the collection at snipes.com.
Hypebeast: How did your partnership with SNIPES begin, and how has it been acting as the brand’s Chief Creative Officer?
DJ Khaled: Man, it's been incredible. It all started at Carbone, eating some incredible Italian food. They wanted me to do a SNIPES campaign, so that was the beginning. They touched my heart because they kind of showed the story of my life in the campaign. I used to sell mixtapes out of sneaker boxes when I worked at a sneaker store. I got to meet the SNIPES team and we built a bond that led to other conversations. While we were talking about maybe doing another campaign, I told my team, 'Why don't we go open a store together?' I wanted to go 50/50. We ended up opening this store that you're at now, We The Best x SNIPES. They believed in me and took a chance with me, which I really respected because that's what it's about in a partnership. Teamwork makes the dream work.
From there, that partnership was going so well that they were like, 'Yo, we want you to also be a Chief Creative Officer.' It just made sense. But it's not even just that I'm a fan of SNIPES. I do shop at SNIPES and I love everything about the brand. But more importantly, the reason why I love the partnership is because of what they do for the community. Not just in Miami, but all communities, where all the stores are. They do things for the kids, the next generation, but especially in hip hop. They're always at festivals. They go all out. Even today, you come and shop and catch a vibe, but you can tell that they care. They've got over 800 stores now, but we call this store the unicorn. It's special.
Hypebeast: How do you 'Make It Miami'? You’ve lived here for some time, so what does that mean to you?
DJ Khaled: It means everything to me because I breathe, I sleep, I rep Miami. It's my home. Miami changed my life. It raised me. I've been living in Miami for over 35 years. Even this street that we're on right here, there's so much history. I used to be the guy passing out flyers on this block. I'm just proud. Everybody who comes to shop here, if they're from the 305, they know what it is. They know, 'Man, this man worked hard.' My fans all over the world come to the store and they take a picture in front of the 'We The Best x SNIPES' sign. Before we opened this store, I told the team I wanted to make it a destination. Even if the doors are closed, you're outside taking a picture in front of that sign. We gotta keep the sign lit, because we lit [laughs]. You gotta get that flick on for your Instagram swipe.
Hypebeast: You usually express yourself through music, but how do you also channel your creativity and vision into the world of fashion?
DJ Khaled: To me, it's almost the same because when you make music, it's about being yourself. And when you wear fashion, it's about being yourself. I was just with the CEO of MCM and we had a great conversation. She was wearing a jacket, and she literally told me she took scissors and cut the sleeves off of it before she got here. And it looked beautiful. What I'm saying is it's not only the name of the brand that you wear, it's your personality, your character, your soul and your heart that can make something so simple be so iconic. And after today — I might be speaking too soon — but we're having conversations about eventually doing a DJ Khaled x MCM x We The Best SNIPES collab.
Hypebeast: This capsule blends luxury elements with streetwear aesthetics. How did the teams strike that balance, and what is your favorite piece from the collection?
DJ Khaled: The MCM and SNIPES teams nailed it. They represented Miami, especially with the colors. I love the jersey. Even beyond this collab, I'd be looking for that type of shirt right now. They know what the young world wants. But at the same time, it's timeless. When you think of MCM, you think of the brown classic bag and the logo. I grew up on that. So, to make it Miami and give it that summer vibe makes it really fun. I'm seeing so many people wear it today, including yourself, and it looks great on everyone.
I also love the black jacket with the pink Miami logo, and then the black bag. Because you've gotta secure the bag. I collect bags and I love making bags. I also like the fanny pack; I have a connection with fanny packs because my mom used to put one on me when she sold clothes at the flea market. That's how I was raised, watching my mother and father work so hard. They taught me how to work hard, the same way I teach my kids.
Hypebeast: What were you most excited about for the launch event tonight?
DJ Khaled: I was excited to see the fans, all of the tastemakers and the community here. And, you know, just to see everybody happy. When I see people happy, it only makes me happier. I live a positive lifestyle and this store has an energy that I could try to explain to you, but you would have to come experience it. We made it a one of one. The collab is incredible. People wearing it is incredible. But to see their smiles on their faces and people having a good time, that's what it's about — it makes the pieces look better too.
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