CITY LIFE
CONNELL SANDERS
Curtis Kariuki’s streetwear collection, Denied Approval, bets on Worcester SARAH CONNELL SANDERS
Within a year of high school graduation, Kariuki had been met Curtis Kariuki at a prefeatured on Hypebeast for his tentious art party in August “Lil Yachty Scrapbook,” a behindof 2016. He was introduced the-scenes look at the life of a to me as a promising local teen rap sensation. On the cover, videographer set to embark on a a shirtless Lil Yachty makes national hip-hop tour in the fall. googly eyes at the camera while We bonded over our shared alma devouring a slice of pizza, his mater. childlike demeanor forming a “I was class of ‘05,” I told him. sharp contrast with the shimmer“What about you?” ing diamonds around his neck He laughed and said, “Class and a chest full of stark tattoos. of 2016.” The moment I saw the photo, I nearly spit out my mouthful I was reminded of how Kariuki of overpriced pinot grigio. “Are had fit in at the party, matching you even old enough to be here?” the energy of the room in a way I asked. The truth was, he beI could have never mustered longed in the art scene more than at age 18. I imagined Kariuki’s anyone else. innate sense of calm was the
Denied Approval’s latest streetwear collection drops on February 28th, designed by Worcester native, Curtis Kariuki.
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very quality that allowed him to capture his subjects in their most vulnerable moments. He had a talent for effortlessly adapting to new surroundings. Over the last four years, Kariuki has collaborated with music industry A-listers, Trippie Redd and Post Malone, among others. “I worked with Scooter Braun on a music video for YG in partnership with Black Lives Matter called ‘FTP,’” he told me, “I’m even featured in the video.” His next big project? A clothing line. “My brand has the feeling of something your big brother would wear,” said Kariuki. “That’s the influence I try to put out into
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the world; I want to be viewed as a big brother figure by guiding people I care about in the right direction and helping them accomplish their dreams.” When I asked about his target audience for the new collection, he said, “It’s for anyone who has felt like they didn’t belong.” This surprised me. Kariuki had been the picture of confidence, at least on the outside. Kariuki feels his transition from hip hop photography and videography to fashion is only natural. “Hip-hop was created as a voice for young Black kids to tell their stories and connect with their community,” he explained. “I feel like fashion has that same appeal. For me to be able to put something on a shirt and have thousands of people spread that message is the same feeling as having a hit song.” WM-0000461176-03
Denied Approval’s latest streetwear collection drops on Feb. 28, available through the brand’s mobile app and website: www.deniedapproval.com. “It’s important to feel the support of Worcester because it’s the city that made me,” Kariuki said, “It’s where I started my journey as a creative, and my mission has always been to become a gate keeper so I can let my people in.” The irony of Kariuki unlocking doors is not lost on me. In fact, rumor has it that his role as Lil Yachty’s personal videographer began when he snuck into one of the rapper’s shows uninvited. The difference now is that he doesn’t have to blend in at a show or a party to prove his worth. Kariuki no longer requires the approval of anyone but himself. He wants the same for you.
