ATL Unwrapped: Latif Rashad sees it – do you?

It is solely becoming that Latif Rashad—founding father of Knowledge Vogue Home and the individual behind one of the vital common Atlanta-based eyewear manufacturers—has a imaginative and prescient. Actual hip-hop royalty (who wore a Knowledge body and a pair of Knowledge yellow sneakers), sporting their off-the-wall specs within the fiftieth anniversary situation of Atlanta’s Invincible producers Hollywood Cole and BoB. chlorine), Latif Rashad has made an simple influence on town over time. As somebody who began promoting t-shirts in highschool, that is not one thing that’s misplaced on him.

Earlier than her sold-out eyewear assortment and her notoriety amongst celebrities and media retailers GQl, Rashad was discovering his manner as a excessive schooler in Stone Mountain Georgia by scrolling by means of Tumblr and hitting up Want Atlanta to increase his journal assortment. Impressed by the logos of manufacturers like Stussy, 10 Deep, Supreme and The Tons of, Rashad determined to create his personal brand and conceptualize an organization of his personal, and thus, Knowledge was born. For a few of his faculty directors at Redan Excessive Faculty, Rashad breathes life into everybody – from college students to lecturers – by supplying his newly created brand with tees.

“From there, I obtained an epiphany and I stated to myself, ‘You are going to have to do that for the remainder of your life,'” Rashad says.

As time went on, Rashad started inserting his merchandise within the palms of celebrities similar to David Banner, bringing his personal racks of clothes to promote outdoors Want, and creating his first vogue present. In 2016, every thing modified with the launch of her “Finish Rape Tradition” assortment for the Knowledge Vogue Home. Created as a approach to spark a “guerrilla dialog” to deal with and fight the unfair and misogynistic tradition prevalent of their group, the “Finish Rape Tradition” assortment grew to become a staple world wide, as celebrities Spider-Man: No Means HouseJacob Batalon and High quality Management rapper Lil Yachty had been seen carrying the shirt years after its unique launch.

The “And Rape Tradition” assortment profiled the visibility that the Rashad and Knowledge vogue home introduced GQ, collaborations with Want Atlanta, collaborations with 21 Savage, and pop-up occasions are held in all places from streetwear havens like Versus ATL and City Outfitters to luxurious vogue boutiques like Merge Firm in Phipps Plaza. With the launch of Knowledge Eye Put on in 2021, the Knowledge Vogue Home has gained much more traction.

“Eyes discuss,” Rashad explains. “Relating to perspective and notion of life, that is all. He noticed it that manner. He thought it that manner. He noticed it that manner. It isn’t about arguing views – it is about sharing them extra. That is simply what I wished to do with this product.”

Just like the streetwear manufacturers that impressed Rashad, the Knowledge Vogue Home has its personal aptitude for branding that makes its merchandise really feel much more thrilling. Whereas they’re all the time eye-catching, Knowledge’s commercials characteristic enjoyable, avant-garde imagery in addition to highly effective and visceral ones.

“In our branding, we do plenty of what we name hardcore surrealism,” Rashad explains, “the place we seize the pictures and visuals of this conservatism, which is within the realm of Enlightenment vogue and rework it into surrealism, goofiness, playfulness. and light-heartedness to make it a bit of trippy and invigorating in methods.”

Knowledge: Latif Rashad, founding father of Knowledge Vogue Home, poses in a vibrant pair of Knowledge Frames. Photograph Credit score: Tony Nava @na.vuh

Latif Rashad’s imaginative and prescient is what makes Knowledge’s branding so robust. An off-the-cuff go to to his Instagram profile will instantly inform you that Rashad hasn’t even taken out a piece of all of the progressive concepts he has saved in his thoughts. He considers himself “a cartoonist taking part in the position of a clothier”, and when contemplating the branding of Knowledge and the quirky nature of the style home’s eclectic merchandise – whether or not or not it’s the colourful Knowledge Frames or the culturally acutely aware and environmentally pleasant Aware Knowledge Shoe Covers – This description is sensible. Together with his ardour for cartoons, Rashad is satisfied that wit is only the start for him.

“I am a cartoonist taking part in this position, as a result of I really feel like my creativity is like its personal galaxy, and intelligence is a planet in that galaxy,” says Rashad. “I can use what I do know to make this planet, however I am additionally capable of make a complete galaxy, which suggests extra planets, extra stars, extra spacecraft, and plenty of various things. ”

Though he confirms that he’s within the early phases of bringing his unique cartoons to the plenty, Rashad’s primary focus presently is to share his distinctive imaginative and prescient for the Knowledge Vogue Home with as many individuals as attainable. From August 12 to August 14, he’ll share “The Guerrilla Knowledge” with Atlanta’s most devoted customers in Lenox Sq. with the unique pop-up Knowledge Retailer.

From what the Knowledge Vogue Home has achieved over the previous decade, it’s clear that Latif Rashad sees it. Are you? -cl-

Observe Rashad and his model on Instagram at @latifseesit and @wisdomatl respectively and go to the Knowledge Vogue Home web site at

Along with a significant draw on the finish of the month in Kendrick Lamar’s Huge Steppers Tour, July was a reasonably low-key month for hip-hop reveals. Fortunately, August is ready to be much more eventful, so prepare for these inevitable rap and R&B live shows:

Wed., Aug. 10

Chris Brown and Lil Child, Celaris Amphitheater in Lakewood There isn’t any higher hip-hop present than Chris Brown and Lil Child’s fast-paced One in every of Them Ones tour to kick off August. Recent off the discharge of her tenth studio album with Chris Brown breezy And with Lil Child at present making ready for the discharge of their extremely anticipated third studio album, the unlikely duo’s present on the Celaris Amphitheater this month comes on the excellent time for followers of each artists. Attendees can count on to listen to tunes from Chris Brown’s newest information in addition to his intensive again catalog of hits, and all of us count on some unreleased songs to debut in between hits from Lil Child. my flip And voice of heroes,

$255-$1123. 7:00 p.m. Celaris Amphitheater, 2002 Lakewood Means SW, Atlanta, 30315. @lakewoodamp

Thu, Aug 11


Much less Than Zero: The Weeknd will play all of the hit songs you possibly can’t get out of your thoughts within the hours after the Daybreak tour. Photograph credit score: Brian Jiff / Common Music

The Weeknd, Snoh ​​Allegra and Mike Dean, Mercedes-Benz Stadium – Greater than two years into the pandemic, stadium excursions really feel virtually like a previous expertise, however the upcoming weekend present at Mercedes-Benz Stadium is ready to alter all that. With After Hours Until Daybreak Tour, Billboard Scorching 100 Darling Is Bringing Its Two Pandemic-Period Albums after hours and this yr Daybreak FM — A primary for Atlanta, and it is positive to be a spectacle. As if hits like “Blinding Lights,” “Save Your Tears,” and “Out of Time” do not sound thrilling sufficient to listen to reside, The Weeknd will see Snow Allegra and Mike Dean be a part of the After Hours Until Daybreak tour, so surprisingly Benefit from inexpensive ticket costs and expertise what could possibly be your first stadium present in years.

$49-$276+. 6:30 p.m. Mercedes-Benz Stadium, 576 Lee St. SW, Atlanta, 30310. @mercedesbenzstadium

Fri., Aug 12


MVP: Wiz Khalifa returns to Atlanta to take over the Celaris Amphitheater as soon as once more. Photograph Credit score: Courtesy Stay Nation

Wiz Khalifa, Logic, 24kGoldn, DJ Drama, and extra, Celaris Amphitheater in Lakewood – In case you’ve ever seen Wiz Khalifa reside in Atlanta, chances are high you caught one in all his summer time reveals in Lakewood. Whereas he could not seem on the common out of doors venue each single yr, he has a storied observe report, from the Mac Miller, Kendrick Lamar, Schoolboy Q, and Chevy Woods-assisted Underneath the Affect tour to Playboy. Carty, French Montana, Moneybag Yo, Chevy Woods, and DJ Drama-Assisted First rate Publicity Tour in 2019. This month, essentially the most notable weed rappers of 2010 are returning to the Celaris Amphitheater for one more extremely stacked hip-hop present of their help. model new studio album, multiverse, As a part of his co-titled Vinyl Versus tour with Logic, Wiz will deal with Lakewood with the assistance of rap acts similar to 24kGoldn, DJ Drama, Fade the God and C Do not Castro.

$20-$119+. 6:30 p.m. Celaris Amphitheater, 2002 Lakewood Means SW, Atlanta, 30315. @lakewoodamp

Sat., Aug 13


For 404: From Huge Boi and Fabo to Roscoe Sprint and Travis Porter, Atlanta’s many hip-hop giants are uniting for 404 celebration. photograph credit score: Jarrell Walker

Huge Boi, Rosco Sprint, Travis Porter, Fabo & Extra, Pratt Pullman Yards – Atlanta’s official space code-themed vacation could already be celebrated on April 4, however that does not imply all 404 celebrations are off the desk for the remainder of the yr. On August 13, the 404 Pageant will honor Atlanta’s iconic space code, with days of reside leisure, meals from native eating places, model activations and loads of Georgia-based distributors. Nonetheless, the spotlight of 404 Fest is the unbelievable line-up, which highlights a few of the finest Atlanta hip-hop within the metropolis. Attendees are wanting to see Travis Porter, Fabo, Rosco Sprint, and Huge Boi amongst many others, so get your tickets as quickly as attainable and thank me later.

$24-$140. 11:00 AM Pratt Pullman Yards, 225 Rogers St. NE, Atlanta, 30317. @prattpullmandistrict


My Personal Means: Zia is ready to carry out on some unreleased songs throughout her Digital Heaven headlining set at Resort Roxy Store. Photograph Credit score: Bailey Nolfe @ j.baileynolfe

Zia, Masho, DavidThetragic, Amelia and extra, The Resort Roxy Store – Amidst all of the high-profile hip-hop live shows occurring this month, ensure you do not miss the underground observe. One native present that ought to positively be in your radar is the digital haven of Copia and the New Atlanta Underground. Billed as “one of the vital distinctive underground experiences”, Digital Heaven will characteristic reside performances from showcasing native acts – together with Zia, Amelia and Davidthetragic – and gorgeous visible artwork from Vermdiet, Casey Dorian and CreatbyLaw efficiency. In case you’re hoping to get an thought of ​​the place the sound of Atlanta is headed, Digital Heaven will put you within the recreation.

$15. 7:00 pm Resort Roxy Store, 768 Marietta Road NW, Atlanta, 30318. @thehotelroxyshop

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