Rapper Lil Baby, born Dominique Jones, has enjoyed a successful 2019 with several hit records, but he ended the year on an even higher note premiering his new clothing line titled 4PF.
The launch on Dec. 26 was the result of a collaboration with urban clothier PURE Atlanta located in Atlanta’s popular Lenox Square mall. The high-end men’s boutique has become a staple with hip-hop artists across the country, offering a curated assortment of luxury designers from Versace to Alexander McQueen. Earlier this year, the store hosted a similar event with DaBaby.
PURE Atlanta owner Lizzie Pure says supporting hip-hop culture is built into the history of the store. “We have been here for 10 years, and we’ve always supported the culture. We’ve been honored to be a part of shaping some artists’ style as they work to create something that resonates with their fans,” she said. “It was an honor for us to partner with Lil Baby because he’s been a part of the PURE family for years.”
PURE Atlanta boasts an active social media account engaging a who’s who in hip-hop.
Lil Baby performed his hit single “Whoah” accompanied by the Reggie Gibson music children’s choir before unveiling the brand’s signature pieces and 4PF logo.
“4PF stands for four pockets full. It can be full of money or it could be anything,” Lil Baby said.
After unveiling the pieces, Lil Baby greeted fans and took pictures for a bit before grabbing several piles of shirts and tossing them to fans waiting for a glimpse of their favorite rapper. Lil Baby’s Quality Control labelmate JT of City Girls stopped by to show support along with P, the label’s CEO.