“He was the one driving the Benz with a mink jacket and buying me Versace sweaters when I was little… What he really gave me, though, was a sense of being ahead of the curve of always looking to the future. In addition to taking style cues from Ye and Pharrell, Ferg was also inspired by his dad’s work in design and fashion. So that’s how I created the first Devoni belts.” So I started doing these chains covered in Swarovski crystals - they looked so crazy, five people literally called me saying they got robbed for wearing them! …Anyway, they were still a little bit expensive, so I had to create a more accessible that would be affordable for everybody.

“Still, I wanted to create some excitement around Harlem. “Me being a fly kid, I looked up to Pharrell and Nigo and Kanye - all of these wonderful guys - but we couldn’t afford what they were getting as times were hard,” he said. In a recent interview with Vice’s i-D magazine, the “Work” rapper explained that he originally conceptualized the idea for Devoni when he was 15 years old. These are works of art,” Ferg said in a press release. “We want people to cherish their belts like art pieces. The Bettas belts retail for $198, while the Red Monster belts are priced at $300.

Customers can choose from an 18 karat gold belt buckle or a shiny polished silver buckle. And there are Red Monster belts, which are pink and red and made with 100% Italian leather. There are Bettas belts, which are made of 100% vegan leather and come in a red and black colorway.

The new Devoni drop includes two different styles of belts. But now, Ferg believes it’s time to bring Devoni back and bless the streets with high-quality, premium leather belts. The Harlem-bred emcee, with an impeccable knack for style, put his designer dreams on hold as his music career took off. A$AP Ferg is relaunching his Devoni fashion brand.

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