Kanye West has done it. So has Rihanna. And Jay Z. And Drake. And Guns N' Roses. Now another hitmaker is setting up shop with a pop-up in L.A. Kygo (nee Kyrre Gørvell-Dahll), the Norwegian DJ who recently performed at the closing ceremony of the Rio Olympics, is hosting a pop-up, hosted by Spotify, on Friday and Saturday for his recently released fashion lines, Kygo Life and Kygo Vibe, both featuring menswear, womenswear and accessories.
The Life label "represents me as an artist and the cuts I wear on a day-to-day basis," says Kygo, who serves as creative director. The higher-end line, ranging from 59.90 euros ($65) to 799.00 euros ($878), offers slim-fit tees made of bamboo viscose, 100 percent organic relaxed hoodies and a biker jacket featuring shearling sheepskin details.
Courtesy of Kygo Life
The Vibe range is "a more fan-based collection" that features his graphic "X" logo and "elements that represent my music." Priced from 24.90 euros ($27) to 79.90 euros ($88), fans can find men's fitted boxers, unisex baseball caps and women's slim-fit sweatpants. When it came to designing the womenswear, Kygo says he looked to his sisters, Johanne and Jenny, as well as girlfriend Maren, for advice. "We talked about style, fit, utility and comfort," he says. "Having women in my life whom I trust to give me honest feedback and a different perspective when designing womenswear was very important to me."
There's also the Kygo Sound line, which offers earphones with textile cables (79.90 to 99.90 euros) and the A7/800 Bluetooth headphones (199.90 euros) that Kygo himself uses at his shows.
Kygo says his interest in fashion started in the last couple of years after he started touring.
"Traveling around the world opened my eyes to so many cultures and [people's] sense of style," the 25-year-old tells Pret-a-Reporter ahead of his pop-up's opening on Friday, where he's also giving an intimate performance before heading to the Hollywood Bowl for back-to-back shows. "I've tried to pull from both my Scandinavian roots and the aesthetics of my fans for this collection."
Courtesy of Kygo Life
Indeed the artist has a devoted fan base. Kygo became the fastest artist to reach 1 billion Spotify streams in December 2015. Since then, he's had 2 billion all-time plays on Spotify globally and his most popular dance track, "Firestone," featuring Conrad Sewell, has reached 453 million streams, according to the music streaming service.
"The focus of my collection was to make fashion appealing and accessible to everyday people," says the record producer, citing Kanye West's Yeezy collections as one form of inspiration. "To me, the quality is really important. I want people to really love how the clothes look and feel."
Kygo officially launched his collections in August in Oslo, Norway, with a fashion show, but this is the first time he's holding a pop-up shop in North America. So why launch in L.A. next?
"L.A. is one of the trendiest places in the world, and to bring my collection here was a must," he explains. "You can go out on the street in anything and look cool. Since my collection is street style [focused], L.A. is the perfect fit to share my designs with my fans."
The Kygo Life pop-up (819 La Cienega Blvd, Los Angeles) opens Oct. 14 from 4 p.m. to 8 p.m. and Oct. 15 from 2 p.m. to 6 p.m. For those unable to check out the collection in L.A., you can always visit kygostore.com.