Below are words from Sarah Osei for Highsnobiety …
‘For the longest time, Kendrick Lamar and Dave Free‘s company pgLang has been shrouded in mystery. Is it a label? Is it a brand? Is it a production company? The rapper and his longtime collaborator kicked off the project last year with little more than a website and a logo – no frills. Teasers featuring K. Dot himself, Baby Keem, Jorja Smith, and Yara Shahidi hinted that something big was coming. And then nothing. Now, after 10 months of radio silence, pgLang is finally making its debut with a campaign for Calvin Klein.
Across a series of eight short films written and directed by Dave Free, pgLang flips the traditional fashion campaign into raw storytelling by some of LA’s most compelling creative voices. From artist Mecca Allah, to music star Baby Keem, actors Travis Bennett, Ryan Destiny, and Keith Powers, through to positivity influencer Amber Wagner, R&B singer Brent Faiyaz, and comedian vlogger Exavier.
The clips range from funny to intriguing, snappy and brooding. While the fashion industry usually markets itself by being outrageous, pgLang opts for relatable. Whether it’s Keem on the phone with his sister trying to define the difference between a homegirl and a girlfriend, or Keith Powers freezing his jeans because he “read an article” about how it helps kill bacteria, Free’s one-minute clips never take themselves or the clothes they’re promoting too seriously.
In one especially comical video, Travis Bennet promotes his favorite CK jeans – sans said jeans. It’s an oddball approach, we’ve seen Calvin Klein ads push many boundaries, but never quite like this. “Dave called me and has the idea, we bounced back and forth,” Bennet tells us. “pgLang to me is creating with no boundaries as cliche as it may sound.”