Call him “La Flame”, “Cactus Jack”, Jacques Berman Webster II (yes, that’s his real name) or Travis Scott, the rapper’s influence on—not just music—but the rapidly expanding industry of “merch” is unmistakable. While Scott has only been in the mix since 2012, notably with his appearance on G.O.O.D. Music’s Cruel Summer, his outsized influence in pop culture today gives the impression he’s been at the forefront of the industry for far longer. With three full-length studio albums (as well as a collab album with Quavo), Scott has become a staple in the worlds of pop and hip-hop.

Even with the musical milestones in mind, Scott has cemented and rounded-out his celebrity thanks in part to his eye for creating eye-catching merchandise infused with his Houston-inflected, hip-hop-meets-country-vibe. It’s a style that’s managed to cross over with Scott regardless of who he’s working with, spanning collaborations from #BEENTRILL# to BAPE. Eventually his aesthetic would evolve into the style we know today, intersecting with his 2018 album release, Astroworld. You might know his music, but take a look at how Travis Scott metaphorically stage-dove from the studio and into the pantheon of modern streetwear.

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