Following the news earlier this year that Meek Mill had become a part owner of sports brand Lids, the company has announced Quavo is now a brand ambassador.
The Migos rapper announced his first major entrepreneurial endeavor in an interview with Business Insider, explaining what attracted him to working with Lids.
"I grew up going to Lids," he said. "I grew up shopping at Lids, you know what I'm saying? Lids has been around for more than 20 years. I'm 28. Most definitely one of the biggest with the caps, with the hats, with the lids, with everything. Right now, hats have made this run back. Back then, it was snapbacks, then it was fitteds, and then it was snapbacks again. And right now, in this time, like 2019, 2018, 2020, I think the fitted caps are making a comeback, and I just feel like it's the right time to link with Lids."
During the interview, he also hinted at the next Migos project. "We dropping that next year," Quavo teased. "We haven't dropped in two years. We haven't had anything out since 'Pure Water.'"
He also indicated it might still be called Culture III, but the name isn't set in stone just yet. "I think we may change the chapter," he added.
The partnership will also see Quavo drop an exclusive, limited-edition hat line next year, “the first of many exclusive products that he will release with the brand,” per a press release.
Working with Lids isn't the only project Quavo is on board with outside of music, as he announced this month that he is serving as a producer on a horror film called The Resort. He also announced that he was working on an animated franchise earlier this year, which he said is inspired by his own childhood in Atlanta.
Meek Mill had expressed interest in getting other rappers involved with Lids in a recent interview. "I will have to sit down at some point and go through it. But, you know, in the hip-hop game, I have a lot of influence, and I can see things kind of clearer. I would definitely love to involve our whole culture in Lids more," Meek explained in an interview with Business Insider. "Because, first thing we do in merchandise in hip-hop, we sell hats, we sell all types of things. And, you know, I have the leverage to actually bring the two together even more. I know they've probably collaborated before, but you know, bring the culture, and get it involved more."
