Culture Kings re-signs deal with US hip-hop festival


Australian-born streetwear label Culture Kings will return as the official partner of Rolling Loud California, the world’s largest hip-hop festival.

As part of the deal, Culture Kings will be the official streetwear retailer at the festival, selling an exclusive ‘Rolling Loud’ merchandise capsule in an on-site pop-up shop and through online.

Culture Kings will also present a branded stage at Rolling Loud California as well as construct an on-site basketball court for festival-goers. Rolling Loud California 2024 will include international artists such as Nicki Minaj and Post Malone.

“We’re excited to team up with Rolling Loud yet again and bring Culture Kings’ disruptive ‘retailtainment’ ethos to life on our branded stage, through our exclusive capsule collection with our merch customization station, and our Culture Kings Court basketball activation,” Culture Kings US president Jonathan Yuska said.

“As huge fans of the Rolling Loud festivals, we’re confident that our brand activations will create a memorable experience for festival-goers and make this Rolling Loud x Culture Kings experience one for the books.”

Rolling Loud co-founders and co-CEOs Matt Zingler and Tariq Cherif said the two entities share similar strategies.

“Culture Kings and Rolling Loud share a passion for pushing culture forward with music and fashion,” they said.

“The Culture Kings Stage will showcase some of the most exciting rising rappers in the game today, including local heroes from L.A. and the West Coast, and we know fans will love what we cooked up for our 2024 merch collab.”

The festival will take place at Inglewood, California from March 14 to 17.

It comes as Culture Kings reported a double-digit growth in revenue across its US market in 2023, despite its parent company AKA Brands recording a 10.7 per cent drop in global revenue. 

AKA Brands also owns and manages Petal & Pup and Princess Polly – two other Australian-born labels – as well as Mnml.

Culture Kings has nine retail doors, including one in the US and another in New Zealand, with seven in Australia.

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