AWGE

AWGE is an American creative agency and record-label imprint established in 2014 by Rakim Athelston Mayers, the Harlem rapper and multidisciplinary artist known professionally as A$AP Rocky. The organization emerged from the wider A$AP Mob ecosystem, a Harlem-based collective whose activities have extended across rap music, production, fashion, visual art, film, design, and youth culture. AWGE functions less like a conventional mass-market consumer brand than like a flexible creative platform: it develops music projects, visual identities, fashion collaborations, branded experiences, and cultural concepts connected to Mayers and his collaborators. The name is closely associated with Mayers’s approach to creative direction. His work has regularly crossed boundaries between hip-hop, luxury fashion, streetwear, advertising, and visual media, and AWGE provides an organizational vehicle for those activities. The agency and imprint have been involved in partnerships or collaborations with brands and institutions including Marine Serre, Amina Muaddi, Moncler, JW Anderson, Under Armour, PacSun, Vans, Mercedes-Benz, Selfridges, MTV, and Needles. These relationships have covered fashion products, footwear, retail initiatives, automotive and lifestyle activations, and more conceptual forms of collaboration. The available reference material does not establish that AWGE owns all of these projects or that each was released as a conventional AWGE product; its role is better understood as creative development, curation, partnership, or production. AWGE also sits within Mayers’s broader music career. Before the organization was founded, he helped establish A$AP Worldwide with A$AP Yams, the late A$AP Mob leader and one of Mayers’s principal creative partners. AWGE subsequently became the name most strongly associated with Mayers’s own creative agency and record-label activities. Its record-label function should not be confused with a large standalone recording conglomerate: the available material does not identify a complete roster, distribution agreement, catalog, or separate corporate ownership structure. The organization’s positioning is defined by cultural synthesis rather than by a narrow product category. AWGE can connect a musician’s release campaign with fashion design, art direction, film, celebrity marketing, retail, or product collaboration. Mayers has also directed or participated in campaigns for DKNY, Calvin Klein, Gucci, Bottega Veneta, Salvatore Ferragamo, Beats by Dre, and Dior Homme, although the reference material does not specify that AWGE was the contracting agency for every one of those campaigns. In 2025, Mayers was identified as creative director for Puma F1 and Ray-Ban, further illustrating the type of brand, entertainment, and design work associated with his creative practice. AWGE’s public profile is therefore primarily founder-led. Its visibility derives from Mayers’s music, fashion, modeling, acting, and art-direction work, as well as from the collaborators and global companies connected to its projects. Publicly available information in the supplied material is limited on AWGE’s legal structure, staff, revenue, headquarters, distribution arrangements, and current executive team. Those details should not be inferred from Mayers’s individual career credits or from the existence of a collaboration. As documented here, AWGE is an active, internationally oriented creative and music platform whose significance lies in bringing together contemporary rap culture, fashion, design, advertising, and visual media.

AWGE was founded in 2014 by Rakim Athelston Mayers, known professionally as A$AP Rocky. Its creation followed Mayers’s rapid rise from the Harlem-based A$AP Mob collective to an internationally visible recording artist, performer, fashion figure, and creative collaborator. A$AP Mob itself had been formed as a broad cultural collective involving rappers, producers, directors, fashion designers, and other creatives. That background helps explain why AWGE was structured as more than a conventional record label: it provided a name and platform for work spanning music, fashion, imagery, advertising, and design. Mayers had already participated in label-building before AWGE. Following the early success of his music, he and A$AP Yams established A$AP Worldwide. AWGE later became the principal creative-agency and imprint identity associated with Mayers’s own projects. The available material does not provide a detailed account of AWGE’s incorporation, staffing, distribution contracts, recording roster, or ownership arrangements, so the organization is best described by its publicly documented activities rather than by an assumed corporate structure. During the period after its founding, AWGE became associated with a series of cross-industry collaborations. The supplied references connect it with fashion houses and designers such as Marine Serre, Amina Muaddi, Moncler, and JW Anderson; sportswear and footwear companies including Under Armour, PacSun, and Vans; and broader lifestyle, retail, automotive, and media partners such as Mercedes-Benz, Selfridges, MTV, and Needles. These relationships reflect the agency’s central operating model: using Mayers’s music and fashion credibility to create projects that move between entertainment, product design, editorial imagery, retail, and cultural marketing. The agency’s identity also developed through the broader creative work of its founder. Mayers has been credited with co-directing many of his music videos and has worked in production, songwriting, fashion, modeling, and acting. He has spearheaded or participated in campaigns for DKNY, Calvin Klein, Gucci, Bottega Veneta, Ferragamo, Beats by Dre, and Dior Homme. The available references do not assign every one of those projects directly to AWGE, but they place the agency within the creative practice that made Mayers a sought-after collaborator for global brands. AWGE’s activities are consequently difficult to separate completely from its founder’s public career. Rather than building a widely documented standalone consumer catalog, the organization has operated as a flexible creative and cultural vehicle. Its projects may take the form of a record release, a visual campaign, a fashion collaboration, a branded installation, a retail concept, or a strategic creative partnership. This model is consistent with the A$AP Mob tradition of treating music, clothing, visual art, and lifestyle as connected forms of expression. By 2025, Mayers’s continuing work as creative director for Puma F1 and Ray-Ban demonstrated the ongoing commercial relevance of the creative direction associated with AWGE. The organization remained linked to an international network of fashion, entertainment, and lifestyle relationships, although public information supplied for this entry does not establish its current employee count, legal parent, financial performance, or independent executive structure. AWGE’s documented history is therefore the history of a founder-led creative platform: established from a Harlem music collective, expanded into fashion and brand work, and used to connect contemporary rap culture with global commercial and visual industries.

• 2025

  Founder’s creative-director portfolio expands

  [2]A$AP Rockyen.wikipedia.org

  A$AP Rocky is identified as creative director for Puma F1 and Ray-Ban, reinforcing the international commercial role of the creative practice surrounding AWGE.

• 2014

  AWGE is founded

  [1]AWGEen.wikipedia.org

  A$AP Rocky establishes AWGE as a creative agency and record-label platform connected to his music, fashion, and visual work.

• Expansion into cross-industry collaborations

  [2]A$AP Rockyen.wikipedia.org

  AWGE becomes associated with partnerships and conceptual collaborations spanning fashion, sportswear, retail, automotive, media, and lifestyle brands.

A founder-led, cross-disciplinary creative platform operating at the intersection of hip-hop, fashion, design, advertising, and visual culture.

• Music · 2014

  Recorded music

  AWGE operates partly as a record-label imprint and creative platform for music-related projects associated with A$AP Rocky and his network. The supplied references do not provide a complete label roster, catalog, or distribution history, so the offering is documented broadly rather than as a defined commercial album line.

• Creative services · 2014

  Creative direction and visual production

  The agency develops or is associated with visual identities, campaign concepts, music-video work, fashion imagery, and other forms of art direction. Its founder has co-directed many of his own music videos and has participated in campaigns for international fashion, entertainment, and consumer brands.

• Brand collaborations

  Fashion and lifestyle collaborations

  AWGE’s collaboration model connects Mayers’s cultural profile with designers, fashion houses, sportswear companies, retailers, and lifestyle brands. Documented associated partners include Marine Serre, Amina Muaddi, Moncler, JW Anderson, Under Armour, PacSun, Vans, Mercedes-Benz, Selfridges, MTV, and Needles.

• Fashion and luxury collaboration program

  United States · International markets

  AWGE has been associated with collaborations involving Marine Serre, Amina Muaddi, Moncler, and JW Anderson, reflecting its role in connecting music culture with contemporary fashion and luxury design.

  Source
• Sportswear, retail, and lifestyle partnerships

  United States · International markets

  The supplied material associates AWGE with Under Armour, PacSun, Vans, Mercedes-Benz, and Selfridges through partnerships spanning apparel, footwear, automotive culture, and retail.

  Source
• Conceptual media and design collaborations

  International markets

  AWGE has also been linked with conceptual collaborations involving MTV and Needles, illustrating the agency’s use of experimental media and fashion concepts alongside conventional commercial partnerships.

  Source

• 2014

  Create a cross-disciplinary agency and imprintStrategy

  Background

  A$AP Rocky’s career had expanded beyond recording into fashion, visual direction, and brand collaboration, while the A$AP Mob network already combined music with design and image-making.

  Action taken

  He established AWGE as a platform capable of supporting both creative-agency work and record-label activity.

  Aftermath

  AWGE became associated with international partnerships across music, fashion, advertising, retail, automotive, and lifestyle culture.

  Source

1. 1AWGEen.wikipedia.org
2. 2A$AP Rockyen.wikipedia.org
3. 3AWGE official websiteawge.com