Rapper Jay Z (aka Shawn Carter, Beyonce’s husband), is celebrating 20 years since the launch of his debut album, Reasonable Doubt and launches an official pop-up store themed on it.
Hitting LA’s APT.4B store, the pop-up opened yesterday on June 25th, marking the album’s original release date, and will stock a special range of merchandise, entitled the “Reasonable Doubt 20 Year Collection” – the goods styled to be “consistent with the black and white theme on Reasonable Doubt“.
The highly revered album – originally launched in ’96 – includes tracks “Dead Presidents”, “Can’t Knock The Hustle” and “Ain’t No N***a”, and is often cited as being Jay’s finest album.
Speaking to Billboard, Mr Carter’s business partner, Kareem “Biggs” Burke, who co-founded Roc-A-Fella Records with the rapper, explained;
“The pop-up shop is something that I thought was really cool because it’s at APT. 4B, which was Jay’s old apartment, having that old New York City style and feel and introducing the 20th anniversary, which will turn into a Reasonable Doubt line afterwards.”
The collection so far includes cassettes, t-shirts, hats and exclusive pictures (some even pre-Reasonable Doubt), with design elements that play “around the album and the track listing”. There’ll also be special emojis available to use from within the pop-up, and a special, ‘mystery’ limited items that Mr Burke describes as;
“…Something special that probably only 100 people will be able to get to kind of show the imprint that ‘Reasonable Doubt’ had on the industry.”
The event will run for 30 days at APT. 4B on Fairfax in L.A, with huge numbers expected to pass through. Team SPICE suggest that anyone in the neighbourhood visit the pop-up before it ends, because we’re sure beyond ‘reasonable doubt’ Jay Z fans and Hip Hop heads alike will be snapping up the stock within days.
Image source: Billboard.com, Hypebeast.com, Stereogum.com