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Wednesday, December 14, 2011

Kreemo, Drake, and the Weeknd cater to the ladies n sh*t

Posted By on Wed, Dec 14, 2011 at 6:08 PM

Dig this new video for Drake's song "Crew Love," featuring R&B futurist and fellow Toronto native Weeknd. OK, so it's not exactly a music video; it's a commercial set to the song — but a rather enticing one.

The pink pullover hoodie ol' girl is sporting comes straight from the Spring 2012 female line ("Kisses") by burgeoning streetwear collective, Kreemo. When the brand's hustlers aren't mashing music with design in work for Lupe Fiasco, Wale, Wiz Khalifa, and the like, Kreemo's brain trust — composed of college students Lavan Wright, Brian Wright, and Desmond Attmore — keeps busy earning degrees from Atlanta's Morehouse College.

Which is kinda funny considering Drake's verse on "Crew Love" extols how success "took the place of that desire for diplomas on the wall."

The vibe was definitely extracurricular when I met the founders a few months ago at the Buckhead strip club, Kamal's 21, where CL photog Joeff Davis was shooting Travis Porter for the music issue. They were there on business, no doubt, promoting the brand, filming the shoot and whatnot. The hard work is certainly paying off, with the brand popping up all over the place in recent months.

Hence the song, which is about just that — a dedicated crew of young upstarts reaping the rewards that come with turning nothing into something. "Fake IDs in the trash, we going / straight to the top, rooftop glows / With a harem of girls and they all so foreign," Weeknd sings. Another funny thing, likens this song to Snoop Dogg's 1993 gang-bang "Ain't No Fun (If the Homies Can't Have None).". Yeah, that too. But mostly, "Crew Love" is an apropos soundtrack for Kreemo's commodified come-up.

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