Diesel has announced that it will partner with local hip hop star, Priddy Ugly, in a collaboration that will take both the fashion and hip hop scenes in South Africa by storm, bringing a refreshing new dimension to the brand’s image.
As a young up-and-comer in the industry and an influencer in his own right, Richardo Moloi, known to fans as Priddy Ugly, is making waves with his edgy music and provocative rhymes, which Diesel believes aligns with the brand’s reputation for creating styles that speak to young people’s constantly evolving expectations of fashion.
“We’re excited to be partnering with such an incredibly talented young personality, who we believe truly embodies the brand’s style and fashion heritage,”- Dianri Luttig, Diesel Marketing Manager
Born in Angola and raised in Soweto, the young ‘Hunnids’ star began his rise to rap fame at just 15 years old, and has worked with some of the biggest names in the South African hip hop industry, including X-Tatic and AKA.
“This is the first time Diesel has partnered with an African act, and I believe this symbolises a global African standard of excellence surrounding the Priddy Ugly brand,” – Priddy Ugly