US hip hop star is new face of fashion giant boohoo

The fashion giant, which has premises on Heasandford Industrial Estate in Burnley, turned to the 27-year-old, to launch their new autumn/winter collection.

The MAN collection is made up of 30 pieces, ranging from sunglasses to jackets, and is based on the rapper’s very own laconic style.

The news comes hot on the heels of the retailer announcing plans of an automated distribution centre, which is expected to provide a £2billion boost, on top of the £1bn provided by its already extended site in Burnley.

The 600,000 sq ft facility will cost around £150m, which includes the cost of the land and construction.

In April 2017, Boohoo announced that its profits had almost doubled to £31 million on sales up by 51 per cent to almost £300 million. When the company was floated on the stock market in 2014, it was valued at £560m, and is worth about £2 billion as of April 2017.

Tyga was spotted earlier in the year in Manchester’s Northern Quarter last year, with the photoshoot taking place in Ardwick.

He was pictured with a British Bulldog, astride a motorcyle, showing off his many tattoos and making it rain with money.

A spokesman for boohooMAN said: “With a social following of over 35 million, @kinggoldchains (AKA Tyga’s) cultural relevance is stronger than ever, appealing to boohooMAN’s target audience of 16 – 24 year olds.

“This is a monumental moment for boohooMAN and having a talent like Tyga on board aids the brand’s move in to global territories.

“His laid back, relaxed persona gives the shoot a fresh, urban vibe and embodies boohooMAN’s style down to a T.”

Elements of urban, hip hop and grime culture are seen throughout the collection, while outerwear and layering stay true to the brand’s streetwear aesthetic.

Strong prints, oversized silhouettes and harsh textures sit alongside distressed denim, PVC and the brand’s signature MAN logo.

The collection is available to buy now on www.boohooman.com or follow the hashtag #boohooMANxTyga.