Connell Sanders

CONNELL SANDERS

Curtis Kariuki’s streetwear collection, Denied Approval, bets on Worcester

SARAH CONNELL SANDERS

Imet Curtis Kariuki at a pretentious art party in August of 2016. He was introduced to me as a promising local videographer set to embark on a national hip-hop tour in the fall. We bonded over our shared alma mater.

“I was class of ‘05,” I told him. “What about you?”

He laughed and said, “Class of 2016.”

I nearly spit out my mouthful of overpriced pinot grigio. “Are you even old enough to be here?” I asked. The truth was, he belonged in the art scene more than anyone else.

Within a year of high school graduation, Kariuki had been featured on Hypebeast for his “Lil Yachty Scrapbook,” a behindthe-scenes look at the life of a teen rap sensation. On the cover, a shirtless Lil Yachty makes googly eyes at the camera while devouring a slice of pizza, his childlike demeanor forming a sharp contrast with the shimmering diamonds around his neck and a chest full of stark tattoos. The moment I saw the photo, I was reminded of how Kariuki had fit in at the party, matching the energy of the room in a way I could have never mustered at age 18. I imagined Kariuki’s innate sense of calm was the 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

Denied Approval’s latest streetwear collection drops on February 28th, designed by Worcester native, Curtis Kariuki.

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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.”

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.