We Deserve Bettr, the latest trap hit by hip-hop artists Costa Titch and Dee Koala dropped late September and the high-energy music video is also a powerful look-book of the very latest in incubated trends emerging from the South African fashion underground. Shot on location in Cape Town, the video brought together stylists, fashion designers and rebels from the creative economy to empower the track’s narrative.
“It was an amazing opportunity to have new stars like Costa Titch and Dee Koala wear my creations in a powerful story such as “We Deserve Bettr” – it definitely puts a spotlight on my brand as part of an edgy urban youth culture,” said Mzukisi Mbane, Founder & Creative Director of Imprint ZA, which was recently featured in Vogue Portugal.
In the video, Rasheed Ferguson, Director and Producer of “We Deserve Bettr”, was determined to engage with the culture by showcasing talented fashion brands and designers.
Certainly, the wardrobe functioned as a South African cultural cornerstone and, together with the track, is catalyzing trend, taste and culture makers of the creative economy to co-create a new way of making money to enable their lives and dreams.