To Blayze a Creative recreation trail in SA
DYLAN "Blayze" King has become the first South African face of Creative Recreation sneakers.
The tag line of the brand, which was launched at a glitsy event this week, is "Life with Style".
The Jozi's Finest rapper and producer joins a list of high profile, international celebrities who have endorsed the label including Kanye West and Russell Simmonds.
King says he is thrilled to represent a label that resonates with his personality.
"I'm so honoured to be associated with this brand. It's one thing being endorsed, but to actually find and represent something that fits so perfectly with my personality is amazing.
"I did lots of research when I was approached to be the face and I was hugely impressed. Just like the diversity of my music, so is this label and I'll wear it and represent it with pride," he says.
The 27-year-old from Rustenburg - who is set to release his first solo single in mid April - points out that the brand is not to be associated with the hip-hop lifestyle only.
"Anyone who knows fashion will know that there's something for everyone within this range."
Daniel Kerdachi, who has the rights to the brand in South Africa says it caters for everyone and all outfits - smart or casual.
"Unlike other sneaker brands with an athletic base, these shoes are not about athletics. It's about dressing up, making it a part of your lifestyle. You can wear them up or dressed down," Kerdachi says.
Local celebrities will be afforded the best exclusive styles later this year when Kerdachi opens a studio catering for this market.
But to start off only the men's range will be sold with the cheapest pairs going for R899 at such retailers as Sport Scene, Street Gear, Fantasy Footwear and Zando online.