AWGE
Sony Music Entertainment
2020Commissioned by Creative Director A$AP Illz to design exclusive merchandise for the 5th annual Yams Day — an AWGE-hosted charity concert honoring A$AP Yams, held at the Barclays Center with proceeds benefiting the Always Strive & Prosper Foundation.

The concept centered on reinterpreting the iconic “I ♥ NY” mark — replacing the heart with a silhouette of Yams’ facial birthmark. A universally recognized symbol became a personal tribute, instantly understood within the room without explanation.
The hoodie was designed as a complete garment system: a high-contrast white base for visibility on stage, a bootleg-inspired back graphic grounding the event context, and a sleeve detail adding depth and collectibility.

Featured by Hypebeast as part of the exclusive Yams Day 2020 drop and worn on stage at Barclays Center. The event raised $200,000+ for the Always Strive & Prosper Foundation.Creative Direction: A$AP Illz
Graphic Design: Justin Connor, Hannan Hussain