Singer-songwriter “Tyler, The Creator’s” new pop-up shop has fans flocking to its doors. The brand was first established in 2011 with the name Golf Wang, which is the shortened name of the LA-based musical collective “Odd Future Wolf Gang Kill Them All” which was co-founded by Tyler, The Creator. This street-wear brand boasts 15 locations all around the world. These holiday stores are open for a limited time only from December 2 to December 24, with 2 locations in California. One is in L.A.6, located on Fairfax, and the other is in the Bay Area.  The avant-garde blend of luxury and streetwear makes for the perfect gift for fans of the artist or hip-hop collective Odd Future.

Tyler, The Creator, or Tyler Gregory Okonma was born in Hawthorn, CA and started his career when he was 16 in 2007.  Golf Wang gained popularity around 2011 when Tyler had started attracting more attention to himself.  It was created to sell merchandise to his fans which consisted of mostly young adults and teenagers. According to the artist, the brand was a reflection of what he was truly capable of and a perfect representation of the then 18 year-old. Only a few years after the launch, Golf Wang evolved into its own entity, an identity separate from that of its creator. The brand has changed over the years, facing its own set of issues and criticisms, all of which has allowed the brand to become more than what it started as, regular merch.

However, despite the changes to the company, such as the collaboration with Converse or the introduction of a new entity, Golf Le Fleur, the message of the company has never changed. Tyler, The Creator has matured just like his brand over the years but he has not lost his youthful attitude and channels it into his music and his company, making whatever he thinks is cool. According to fans Golf Wang is still, over a decade after its creation, a unique gem in an industry where many people fail to stand out. The brand is expected to have a huge impact for a long period of time.