Young Thug in a commercial for Belaire Luxe Rosé.
Courtesy of Sovereign Brands
On the heels of the release of his Slime Language project, Young Thug has announced a newly minted partnership with Luc Belaire through United Talent Agency to launch his own bottle titled Belaire Luxe Rosé.
Thugger joined the Belaire family on Monday (Aug. 20) alongside a number of hip-hop stars already in the mix, including Rick Ross, DJ Khaled, Dave East, G Herbo and A-Boogie.
“I’ve been friends with Brett Berish [CEO of Sovereign Brands] for a while, and we’ve been talking about doing something together for a couple years and then we finally linked up,” the 27-year-old explains regarding how the deal came to fruition. “As a businessman, I took a look at the fact that I was drinking other people’s stuff who really don’t care nothing about us and never cared to support us.”
As a style icon, the ATL native finds similarities in drawing inspiration from the intersection of fashion, music, and liquor. “Every detail was thought of — the package, the color of the liquor, it’s fashion. No one else approaches alcohol that way. Luxe Rosé, music, fashion: it’s all the same,” says Thug.
The “Relationship” rapper has high expectations for the upcoming joint venture and says to expect a lot of his signature pink fused into the finished product. “It’s going to be the flyest, most fashion-forward collab that you’ve ever seen,” Thugger proclaims. “A gangsta never tells his plans, but there will be pink, lots of it.”
A coinciding Belaire commercial starring Young Thug also arrived on Monday (Aug. 20). The clip finds Thug morph into a mad scientist while trying to perfect the intricate rosé formula with some help from friends DJ Khaled and Rick Ross.
Watch the commercial below and read Thugger’s interview introducing the partnership in full over at Vogue.