"Merch?" - UK Rappers With Fashion Brands (Documentary)

In recent years, there has been a significant shift within Britain's urban music industry as far as fashion goes. Since the mid-noughties, it's been commonplace for our rappers and emcees to produce and sell self-branded clothing that would generally be regarded as merchandise. Over the years, as the UK's street fashion scene began to gain traction, musicians increasingly incorporated more of the nuances of fashion into their merch-based clothing lines. Today we have a number of rappers that have developed bonafide fashion brands, blending the norms of the traditional fashion industry with tactics that stem from the practice of selling merch.