• Avi Cantor

Rapper/fashion mogul Finesse drops drill debut "ITS OK"

London rapper/singer Finesse's new cut "ITS OK" channels the sinister vibe that the public has grown to love about London drill music. The track's eerie violin melody, choppy hi-hats, and speaker-shattering 808s, and the Hackney native's menacing flow make for an auspicious debut for the Finesse within the drill space.

However, what sets Finesse apart from his contemporaries is his ability to fuse his musical upbringing and career with his brand "yurp^" which stands for "your unlocked raw power".

Fashion and rap have been intertwined seemingly since rap's inception. With groups like Run-DMC popularizing the Adidas sweatsuit to Migos creating the wave for ripped skinny jeans and designer, rapper's images are heavily predicated on their fashion sense. However, few artists have created their own brands that have really taken off.

yurp^ has been featured on Jimmy Kimmel Live, gained the attention of celebrities like Gary Vee, Super Bowl-winning running backs LeGarrette Blount and Corey Clement, and Arsenal soccer star Hector Bellerin.

Check out "ITS OK" below!