Inside Willy Chavarria’s collab with Kendrick Lamar

Hi Willy, why did you feel like the Super Bowl was the right time to collaborate?
I like the idea of reaching people with a message of human dignity and the glory of diversity. I’m not just targeting the people who buy my luxury products in a fashion world. I like to touch people who watch the football game on Sunday. These are my people too.

What’s your favourite item from the collaboration?
I love the pre-game jacket. It’s got a really amazing fit and it feels really powerful on the body.

You said in a statement that you and Kendrick have ​“an unwavering voice when it comes to our people”. Who are the people you wanted to celebrate with this collection?
This collection celebrates all people. That’s what makes it so special. It’s a way to tap [into] so many people with smile and a wink.

Which piece are you most proud of?
I love the jacket because the shape was remastered to fit everyone in a way that just makes you feel like a bad-ass.

How did the collaboration between you and Kendrick for the Super Bowl merch come about?
Kendrick’s team hit me up and asked about making a Super Bowl collaboration that would be fashion and quality, whilst touching all kinds of people – all the people who like to watch the Super Bowl. I was down.

What were you inspired by while designing these pieces?
Kendrick wanted an old school vibe. He liked the authentic practice jersey and a classic NFL Starter jacket vibe, but with Willy fits. We worked through the graphics together.

Do you have a favourite halftime show performance aside from this one?
Prince, 2007. In the rain, in Miami, singing Purple Rain.

You and Kendrick are both from California. How important was that to you when you were working on this project?
Kendrick’s style is rooted in the parts of California that are rich with cultural influence. We both have a great respect for where we come from, and we magnify it in our works. We connect on this topic.

How did the two of you work together to ensure the merch felt like a collaboration?
It was a constant exchange of ideas, renderings and graphic approaches.

What’s your favourite Kendrick song?
Humble.

You can find the collab over on Kendrick’s website, with select items available on Willy Chavarria’s site