Massively popular rapper The Weeknd kicked off this past weekend by opening the virtual doors of his official site’s webshop to reveal a new collection of street-ready digs. The melancholy crooner’s new spring 2014 Official Issue XO Apparel line has been perfectly timed to ride the recent hype surrounding his newly-released remix of Beyonce’s “Drunk in Love” (which is sick, by the way).
The garments all bear bold, varying takes on the Toronto native’s XO logo, demanding attention with prominent coverage and placement—just look at those sweatpants. This ostentatiousness comes as somewhat of a surprise from an artist that’s notoriously publicity-shy. Nonetheless, the assortment of comfy sweaters and sweatpants looks incredibly timely for those braving the last of this winter’s chilly Noreasters.
The Kiss Land singer’s previous style offering was also his first—a collection of branded hats made in collaboration with New Era. In addition to the Weeknd’s first official set of clothes, the XO brand has already been widely marketed through several unofficial channels. This new line released February 21 expands on that in a big way.
Here are a few of our favourites from what’s on tap. Feel free to skip ahead to our gallery to check out the entire selection of XO gear by clicking through here.
Upscale sweats are going to be the next big thing for menswear, where high fashion has been converging on street style for the better part of the last few years. It comes as no surprise then that The Weeknd has included a pair in his new line. “My eyes are up here” jokes aside, the bold logo separates these sweats from the pack. If you choose to rock them, note that men can’t just throw on a pair of Oxfords to elevate the look—stick with a clean pair of sneaks down there. Instead, reach for a closely-fitting blazer to contrast the slouchy pants.
Another toasty staple perfect for conquering the tail-end of winter, this crew-neck offers yet another variation on the pervasive XO—which, in case you were wondering, is the name of The Weeknd’s personal music label. If you look to the right of the model in this photo, you’ll notice the roof of the Air Canada Centre, otherwise known as the home of the Toronto Raptors. The Weeknd is rumoured to live in the vicinity, giving at least some credibility to speculation that this lookbook was actually shot in the artist’s own residence.