Jack Harlow: The One to Watch

Written & Photographed by Ashley Weiser

Jack Harlow, a 20-year-old native of Louisville, Kentucky has stepped onto the music scene, and his entrance isn’t going un-noticed. With a unique sound, a fresh style and a youthful soul, he’s ready to bring attention to a new hip-hop scene. But the young man behind the beat isn’t your typical “image” of a rapper. With impeccable word play and an infectious confidence, humble Harlow pulls inspiration from a range of sounds including Outkast, Eminenem, A Tribe Called Quest and even the likes of Willie Nelson and Johnny Cash.

So, what sets Jack Harlow apart? His incredible rhythm paired with his passion for writing has curated an original sound the music industry has only begun to get a taste of. Jack is here to put Kentucky on the map, embedding the pride for his hometown of Louisville into his image and his music.

Harlow’s recent relocation to Atlanta was a move to advance his rap career to the next level. He’s signed a deal with Atlantic Records and Don Cannon’s Generation Now. Harlow has since released his first official mixtape Loose with “SUNDOWN” being the lead track of his major debut.

Harlow impresses with new-found confidence and ease to his rap. He flows uniquely through his well-strung verses, with contribution to his overall image. These contributions can be seen with references to his New Balance heavy style, along with Louisville culture.

If you haven’t heard Harlow’s sound yet, an impressive introduction is SUNDOWN, having a more than enjoyable video to tag alongside. It doesn’t take long to tell he is nothing but a natural performer. Jack’s presence as a rapper poses a likable contrast to his bold sound and rhymes. Staying true to his roots, Harlow reinvents what it means to be a rapper, down to his signature, heavy frames, a seemingly routine pair of new balance sneaks, and we cannot ignore a heavy, but respected, COOGI polo flex.

Jack keeps up a consistent image in his music videos and live performances, beginning far before the release of his first “official” mixtape Loose. Looking back to “WASTED YOUTH” of early 2018, his glasses, new balance sneakers and COOGI polo is still intact.

A polo doesn’t necessarily strike as a hip-hop stale but Harlow’s effortlessness makes it feel right. His image is not only unexpectedly impressive but rare for the hip-hop scene.

The Australian brand of COOGI is known for its vibrant color palette. After the brand take off in the 70’s, by the 2000s, COOGI’s luster was no longer. However, after some rebranding in the recent years, we can expect a comeback. Harlow’s COOGI apparel sends viewers back to an old school hip-hop scene, reminding us of Notorious B.I.G who influenced the knit sweater trend into a generation of hip-hop in 1994. Famously rapping “Livin’ better now, COOGI sweater now,” Harlow’s use of COOGI seems to pull fashion inspiration from the very era of people that have influenced his sound. An image, we have traveled far from in today’s rap scene.

Harlow doesn’t stand alone in his apparent love for New Balance sneakers. As the sneaker industry has expanded impressively over the past few years, New Balance pulls a more classic 1990s hip-hop look. Instead of wearing a sneaker that is constant talk, Harlow reminds us of a look that has been overshadowed.

Notoriously known as the “dad sneaker,” New Balance is making a strong comeback among fellow rappers such as Lil Yachty, and Raekown who profess their love for the chunky shoe. It won’t take you long to catch wave of Harlow’s relationship with the brand after checking out his Instagram account @JackHarlow.

Jack Harlow has blended an effortless confidence into a new sound of hip-hop music, along with a simplified style and a more honest character than the industry has seen before. With only one official mixtape released, this is only the beginning for his career. Keep an eye out for this Kentucky native, with a style you can get behind.