Lil Durk Stars in New Beats by Dre Commercial

Lil Durk starred in the latest ad for Dr. Dre’s Beats by Dre. Fashion company A-Cold-Wall* has collaborated with Beats by Dre on a new design, which the rapper modeled.

Lil Durk has exploded with popularity over the past year, and is currently on tour with Lil Baby. Durk has been on the come-up ever since appearing on Drake’s ‘Laugh Now, Cry Later.’

Beats by Dre announced the Lil Durk collaboration on October 11 with a promotional video. The clip showed the rapper modeling the new headphones and various pieces of clothing from A-Cold-Wall*’s luxury line.

The Beats Studio3 Wireless x A-Cold-Wall* are the new headphones in question. Coming in a speckled concrete color, they have the ACW logo emblazoned just above the right earcup. They will have a limited initial release priced at $350 a pair. A-Cold-Wall* plan to drop the first headphones on October 15, with wider sales to the public beginning three days later. After that, retailers like Apple, SSENSE, Saks Fifth Avenue, and NTWRK will all carry the new Beats starting October 18.

A-Cold-Wall* is a fashion company based in England, and founded in 2015. Their mission statement is the clash of environments and class systems. Additionally, the working-class British style inspired their fashion. As a result, they color all of their clothes grey to articulate the textures of the environment.

“Building a literal link between environment, inspiration, material, and function enabled us to project shared, hyper-local, hyper-global influences as a keystone for a universal community,” A-Cold-Wall* founder Samuel Ross said in a statement. “By this, I mean through the cinematography, the shifting of environments and location—the catalyst of music playing a major role in transporting a listener, or transforming a physical environment.”

Written by Justin Acosta

Twitter: @hahalacka