Last week, amidst the cozy confines of a crowded suite in Madison Square Garden, Reebok and YMCMB recording artist Tyga officially unveiled the Reebok Classic T-Raww.
“We found each other,” Tyga said, referring to himself and the Canton, MA, based company, who are marketing the T-Raww as the rapper’s signature shoe. “They were looking to tap into a younger fan base, and I was trying to partner with somebody who was feeling what I was trying to do.”
For its part, the T-Raww reflects Tyga’s youth, west coast roots and fashionista tendencies. Or, in more technical terms, the T-Raww flaunts bold monochromatic colors, a vulcanized skate-like mid-sole and a euro-esque premium leather upper.
“When you see them, it’s like, OK!,” Tyga, 23, said over the din of the New Jersey Nets-New York Knicks game, “and then when you put them on they’re really comfortable.”
The price point is really comfortable too. The T-Raww, which drops at Shiek stores on February 14th, will retail for $80.
“I spoke to Pharrell [Williams] and he said the biggest mistake he made was making his price [for the Ice Creams] too high,” said Tyga. “You’ve got to realize who your fans are. At the same time, I wanted it to look like high fashion, to feel right.”
The first two colorways to hit the market will be excellent blue and excellent red. After that, according to Tyga, at least 10 more colorways will be made available over the course of 2013, including special ones in honor of his album release this spring.
Tyga, who spent hours handpicking the colors and filming an ad campaign to support the shoe, thinks the T-Raww will be a major factor for Reebok this season.
“We’re turning it up,” said Tyga. “We’re making fire.”