Conceptualist South African hip-hop duo Die Antwoord epitomise ‘Zef’, the quintessentially South African slang term that cult Zef goddess and Die Antwoord front woman Yo-Landi Vi$$er describes as a look that’s “associated with people who soup their cars up and rock gold and shit. Zef is you’re poor but you’re fancy. You’re poor but you’re sexy, you’ve got style.” Kind of like the high-low aesthetic that epitomizes designer Alexander Wang’s more accessible little sister diffusion line, T by Alexander Wang.
Enter the latest S/S 2012 campaign which doubles as a promo clip for the duo and features Yo-Landi and her partner Ninja rocking out in T by Alexander Wang to the beats of Fatty Boom Boom, a single on their most recent album ‘Ten$ion’. The partnership is a match made in collaborative heaven due to that elusive cool quality that everybody wants and both Die Antwoord and Wang seem to be innately blessed with in spades. You either get Die Antwoord’s ironic parody style, or you don’t. You either understand Wang’s disheveled, ‘off-duty model’ aesthetic, or you don’t. In short, you’re either cool or you’re not.
Like membership to an exclusive club, being cool cannot be taught, manufactured, or bought—until now, with T by Alexander Wang available online, here.