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Toronto-based design company urbancoolab has unveiled its latest project, “The Crown Collection,” a collaboration with one of hip-hop’s greatest storytellers, Slick Rick.

Urbancoolab, an artificial intelligence fashion platform, worked closely with Rick’s personal team, led by his wife, Mandy Aragones, for months in the lead up to the big reveal. His team co-designed the capsule collection in collaboration with the comapny’s AI design platform to produce a set of designs integral to who Rick is as a creator and as an individual.

Earlier this month, the rapper teamed up with PUMA for his Sky LX Slick Rick sneaker collab, and now, to celebrate the 30th anniversary of his classic album, The Ruler’s Back, Rick is unveiling his new collection with urbancoolab. 

Slick Rick and his creative team co-designed the collection with STiCH, the tech firm’s cutting-edge machine learning algorithm. The Crown Collection is a manifestation of visual cues central to who Rick is as an artist twisted through a highly advanced artificial intelligence lens. The line  features gender-neutral threads that mix “street-ready with comfy loungewear vibes.”

The campaign photos were captured in the streets of New York by photographer Flo Ngala, who has worked with such names as Busta Rhymes, Bobby Shmurda, and Cardi B. Modelled by Slick Rick and his wife Mandy Aragones, the pieces are interchangeable, as both can be seen wearing the same items.

Head to urbancoolab’s site to cop the items.

slick-rick
Image via Flo Ngala
slick-rick
Image via Flo Ngala
slick rick
Image via Flo Ngala
Slick Rick urbancoolab
Image via Flo Ngala
Slick Rick models urbancoolab's new campaign
Image via Flo Ngala