HOW DID RIKY RICK CREATE THE MOST COVETED MERCH IN THE COUNTRY

We break down how Cotton Fest became the most sought after merch in the country...

HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY
HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY
HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY
HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY
HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY
HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY
HOW DID RIKY RICK CREATE THE MOST COVETED MERCH  IN THE COUNTRY

Riky Rick has managed to create the most loved and coveted merch pieces in South African youth culture. Every time he drops new pieces of cotton fest merch they are sold out in a matter of minutes online, but how did he manage to create the ultimate streetwear hype, let's break it down.

Riky rick has been one of the top rappers in South African hip hop since he dropped his first single Amantombazane featuring Okmalumkoolkat in 2015. He was also part of one of the most influetial collectives in mzanzi street culture Boyznbucks and has been one of the leaders of the culture ever since. These 2 facts have helped him become one of the most influential figures in fashion in the country. He first officially put out his own merchandise in 2018 with the Cotton club merch which sold out within a couple of hours of being released. The Cotton club pop up that happened in Braamfontein was the first time I really saw how much pull Riky had in the product world. The pop up started around 12pm mid day and I arrived to the event 2 hours later only to find everyhting had been sold out, litteraly everything. It felt like when Supreme dropped a new product and the kids of New York had to line up for hours on end just to hopefully cop a piece. This was the first time I had ever seen any artist in South Africa sell out product that fast, literally everything was gone in a couple of hours.

 

He announced towards the end of 2018 that he would be throwing his very own festival called Cotton Fest and the streets where immediately in a frenzy. By this point he had already realised how much power his brand had in the streets and he was going to use this to build his festival a home. February 2019 came and the doors opened for the first time to thousands and thousands of kids who were not only fans of Riky and the culture but were also cotton eaters (a phrase Riky Rick coined which means people who love fashion ). The hype had reached an all time high and the kids were ready to buy in. Only a select few of the coolest kids had been seen wearing the cotton fest merch on the instagram and twitter streets which only fueled the hype even more. It almost looked like a new uniform for the culture and the cool kids of Braamfontein, if you were part of the culture you had to have a piece. The first cotton fest was a huge success and allowed Riky and his team to start planning for the second fest happening in 2020. The rest of 2019 they had the most creative activations to prepare people for the next cotton fest which only increased the hype and anticipation.

Riky Rick has managed to create the ultimate hypebeast product with his cotton fest merch and it has been amazing to watch. Even though we are all living in a lockdown world where events have been postponed until further notice he is still selling out cotton fest products in the blink of an eye. It shows me that whether the cotton fest event happends or not he is still going to sell out of product regardless, he has built a cult following that keeps getting bigger and bigger. If you are still looking to get some Cotton fest pieces head on over to cottonfest.co.za and get you some pieces. In the famous words of King kotini himself  ''Cotton eaters we never die, we multiply''.