“He wanted things to be heirlooms and have them be coveted,” she says. “He was very specific about having things that have longevity. Like, in 10 years, if someone says, ‘Oh, remember they did that Drake project? What were those few pieces that were made? How do you have one?’” One step to making that a reality: choking supply. “There’s only a limited amount which makes it prestigious to own,” Stark says. Accordingly, the already-small supply will be available only at the brand’s Miami boutique.
For a brand like Chrome Hearts, the Drake collab represents something new. Despite its rock and roll pedigree, the brand has picked up heat among fashion heads like Virgil Abloh, Lil Uzi Vert, and Travis Scott. A collab allows Chrome Hearts to endear itself to a whole new generation of customers who are more interested in five-minute freestyles than long guitar solos. “The music of the moment…he’s the king of that,” Stark says. “I always say to him, ‘You made me cool again to my kids.’”
If you’ve got your eyes on a hoodie but can’t make it to Miami, you’re in luck: this sounds like it’s only the beginning of a fruitful engagement. Stark calls the relationship between the two parties “a lifetime partnership.” “We’re always sharing ideas,” she says, “some come to fruition and some don’t.” As Drake might put it: “What’s Next”?
The Rolls-Royce will be on display at Miami’s Institute of Contemporary Art museum until May 15th. But make no mistake—this is Drake’s Rolls. That is, if he can manage to drive it without interruption. “He hasn’t been able to drive the car for over a year because the minute it’s on the road it’s photographed,” Stark says.