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A$AP Rocky’s New York-Style Bodega In Selfridges, London

This week, A$AP Rocky opened the doors to his AWGE Bodega: a Selfridges pop-up housed in the basement of the London department store. A remarkably accurate replica of the archetypal New York corner store, he is selling everything from AWGE-branded Krispy Kremes and cuddly toys (in homage to the ever-present bodega cat that you might find sleeping on a loaf of bread) to custom-designed stationery, cushions and beverages (alongside, of course, a selection of garments designed by he himself and his AWGE army). And it really is him selling it – intermittently, the multi-hyphenate rapper will appear behind the till, Selfridges name badge pinned to his chest, working the cash register and ringing up sales. Such a position is slightly unfamiliar to him – after all, he says, he might know how to open a till, but he’s never worked behind one – but he seems dedicated to its success.

The final chapter in Selfridges’ initiative Music Matters, which has explored the crossover between luxury fashion and music merch, the AWGE Bodega is an authentic immersion into Rocky’s world — and a celebration of the different communities who come together in such spaces to re-up on sweets and soft drinks. Whether you’re heading down to pick up a branded calculator or a Rocky figurine, take a tour with the man himself to get the lay of the land.


Book an appointment to visit the AWGE Bodega until the 11th October, or shop its stock at Selfridges.com/awgexselfridges

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