Tyler Okonma, known as Tyler, The Creator, became known to a niche group of young rap and hip-hop fans in 2007 when a group of up-and-coming teen artists formed the collective, Odd Future. He was seventeen, he was offensive, and he was proud of it. Now in his early thirties, Tyler has evolved into a legitimate force. As much as Frank Ocean, another alumni of Odd Future, is known for his mysterious absence, Tyler has made himself known in every market. From clothes, shoes, perfumes, and nail polish, it might be soon that Tyler takes over the world.

After years of sketching of his own accord as well as designing merch for Odd Future, his creativity exploded into his first official brand, GOLF Wang in 2011. The name derives from the full name of the collective he got his start in: Odd Future Wolf Gang Kill Them All, as well as the first designs resembling his interests in skater culture and love of Supreme.

Stills from GOLF Wang Fashion Show 2016 via OFWGKTA

GOLF Wang has evolved as Tyler has but has always stayed authentic through each phase. His first runway show ever, the GOLF 2016 Fashion Show is a prime example of why he is rightfully called The Creator. With interactive aspects that very much resemble a stage-play to having his models ride bikes and play basketball, the ability to world-build around his brand and create an experience for his viewers and potential customers is exceptional. The show also featured a young Paloma Elsesser whom Tyler hand-picked.

Still from GOLF Wang Fashion Show 2016 via OFWGKTA

With previous shoe experience by collaborating with Vans, in an effort to revitalize the brand, Converse sought out a collaboration with Tyler, The Creator that launched in 2017. That same year, Tyler released his album “Flower Boy”. As an homage to that album, the phrase GOLF Le FLEUR was printed onto the converse shoes that he designed. The shoes were a big hit and gave the old-school silhouettes a new life as well as dropped an easter egg into Tyler’s next venture.

After years of being GOLF Le FLEUR by GOLF Wang, GOLF Le FLEUR, his more luxurious brand, was launched as an official separate entity from GOLF Wang in 2021. Music videos for his album “Call Me If You Get Lost” act as GOLF commercials from the actors being dressed in all of Tyler’s creations to the cinematography resembling the aesthetic of the photography used for marketing. He is a collector of art, and this project is where his tastes really shine through. In an interview with Fast Company, Tyler said “I steal my style from old men in like, France, and the illest five-year-olds you see walk by…” which combines the best parts of being wise and knowledgeable and the best parts of being too young to care what anyone thinks. You can be tough in loafers if that’s what you believe in. He’s going to wear nail polish and make the hardest beat you’ve ever heard. He does not give a f-.

On the very first day of Aries season this year, Louis Vuitton revealed their collaboration with Tyler, The Creator. Pharrell and Tyler are known friends and have shown support for one another throughout the years, the two constantly helping each up other up the next rung of the ladder. From being a fan of Pharrell’s work in the band N.E.R.D., to being handed the creative key in collaboration with Louis Vuitton, Tyler has stated how grateful he is for the friendship. The collection highlights Tyler’s own personal style of loafers, trousers, a taste of travel, a Sunday best that could be worn to brunch on a Tuesday and is reminiscent of the Hollywood glamor that inspired Ralph Lauren. This was also the first time in his career that Tyler, The Creator embraced his last name, Okonma. This was not a GOLF x Louis Vuitton collection. This is a Tyler Okonma x Louis Vuitton. A moment in his career that was inspired by Virgil Abloh in accepting the heritage and importance of his last name, especially in fashion.

Tyler Okonma x Louis Vuitton courtesy of Luis Perez

Tyler shows the complexities of what it means to be a living and breathing artist that breathes in all aspects of art, from music, to photography, to fashion. His adoration for the classics and the boldness of the weird have influenced his current styles and products. A man who has always held femineity in a tight grip, appreciating what others have designed for women, his clothes do not serve a gender-specific purpose, just that of a vibe, regardless.

He makes what he wants to wear. He is behind every early sketch and decision, not just a name behind a brand. He is the brand. He is a designer. He even designed the building of Le FLEUR’s first pop up. An insatiable talent, Tyler is an example of what great things can come out of embracing your inner child and never losing the core of who you are.

Tyler also stated in an interview with Fast Company that he saw Virgil Abloh, a man that looks like him, really going for it after being named creative director of Louis Vuitton menswear. He even states in a song from “Call Me If You Get Lost” that he can feel Abloh watch over him. With support from people he has looked up to, from Virgil Abloh to Pharrell, Tyler has created one of the most unique fashion names that exists in its own world an audience can jump into.

Tyler, The Creator is completely hands-on in everything he does. From writing, producing, and orchestrating his own music to sketching out his own designs for buildings and clothes, this man is an architect of the future. He fully believes in everything he does which is a trait lost on others and a big factor into his success. I would say he is pushing the limits, but I fully believe he is creating the limit. He is a jack of all trades, master of all.

Article by Seana Watson, Contributor, PhotoBook Magazine
Tearsheets by Bradley Duley, Graphic Design Intern, PhotoBook Magazine

THE ENDLESS ENERGY OF TYLER, THE CREATOR