All You Need to Know About Travis Scott's Los Angeles Merch Pop-Up: Exclusive
“Pulled out in the hood Toyota/ Drove back to the hood Lambo,” Travis Scott sings on “Beibs in the Trap,” a standout track on his latest album, Birds in the Trap Sing McKnight. It’s a line that pretty much sums up Scott’s transition from a relatively unknown Texas artist to one of hip-hop’s premier acts and creative minds.
The journey not only influences Scott’s music, but also the clothing for his upcoming 2017 tour. Beginning a three-day pop-up store trek in as many cities on Friday (Nov. 18) in Los Angeles (with New York and hometown Houston to follow), Scott converted an empty store lot on La Brea Avenue into a boutique space and sold Travis Birds, a collection only fans could fully understand. The featured decorative piece was a vintage Toyota MR2.
“The Toyota, that’s [my] favorite car,” Travis said, tucked in the back of the store as fans scrambled for merch. “That’s where I lost my virginity. And my homie Dozie used to pick me up in his Toyota Camry. That was our story we have from when we were growing up. That was our whip.”
With Travis present, the vibe of the shop leaned towards that of a concert, but not because Scott ever really performed. As he stepped into a crowd of fans, they yelped lyrics from "Through the Late Night" -- another Birds track, which blared over Sonos speakers -- and shoved their new purchases his way for him to sign with his Sharpie.
"He signed it, bro!" one teen yelled to a buddy, referring to a grey Levi’s denim trucker jacket with a pink-headed eagle on its back. “I’m from Texas,” Travis explained. “The bald eagle is just our whole shit."
And the eagle has a name. “That’s Jack,” he teased. “You’ll know more about that when you come on tour.”
Two weeks ago at his ComplexCon performance in Long Beach, attendees were treated to a preview of his 2017 tour staging, which features a massive, gothic black eagle with red eyes, and a cage that it appears to have escaped from.
“Now you’re dialing in,” he said as he adjusted his black dad hat (also for sale) and realized that I attended the show. “Now you’re connecting with me. That stage that you saw is only a fourth of my stage that I’ll have on tour. It’s a full production. It’s so crazy.”
As far as the design of his clothing is concerned, Travis was at the helm. “I work with my guys Quentin and Mark on the designing,” he explained. “The three of us, we figure it out. I draw most of this shit out and then I pass it on and they make it way iller.”
He also mentioned that Antwerp, Belgium design studio Uber and Kosher assisted “with the Hood Toyota shit,” which is boldly written in white on a pair of grey sweatpants on sale in the shop. “I like reaching out to different people and catching their vibe.”
As kids piled in 30 at a time, each happily left with tour merch and a sighting of their rager rap hero. “I met Travis Scott!” one girl squealed as she exited.
“It’s cool, bro,” Travis said, taking it all in with a smile that revealed his dazzlingly jeweled grill. “I just [recreated] the merch booth from my tour. That’s all I wanted to do. I couldn’t fit a car in my merch booth on tour, so I had to make an extensive merch booth here.”