Maybe ‘The Ugliest’ but J Hus flipped it and turned it into gold!

A look back at The Ugliest ‘Gorilla Warfare’ capsule collection by J Hus

UK Rap / Afro-swing pioneer J Hus last month announced his clothing venture The Ugliest, along with the brands first capsule collection Gorilla Warfare.

The name may give you false pretence but as we know, J Hus is loving the word play. In my eyes this collection is fireeeee and although it’s already completely sold out, we still wanted to talk about it!

Very much a passion project for the chart topping British rapper, one that was years in the making with a very clear message. With the opportunity to instil solidarity amongst his young audience, ‘The Ugliest’ collection aims to build confidence by means of peace, empowerment and resilience. Enabling us all to redefine the labels and titles that are thrown at us. It’s a celebration of finding your own identity, your own individuality but to also cherish the power of togetherness. The mission statement for the brand is one to remember:

If everything in this world is in reverse then I must be The Ugliest.

In a place where being yourself is a crime, They knew who I was and of my powers before I even knew myself.

They tried & try to force the insecurities onto me. Told me I was ugly, so I took ugly and I turned into gold.

Should you not value yourself, nobody will. 

‘THEY’ done this and ‘They’ done that but the question remains who are ‘THEY’? 

At times you feel as though the world is your enemy, but the world lives inside of you, so how can you be your own enemy?

So maybe, I am They. 

Don’t be afraid of the Darkness. 

Embrace it.

& Thrive.

What more could you ask for, a purposeful clothing label with a great meaning to the collection. The passion is definitely shining through the collection, no pun intended. As mentioned, the range which consisted of t-shirts, jackets and silk pyjamas is already sold out - so best to keep tabs on theugliest.net for the next capsule drop.