Sony Music’s innovative licensing and merchandising creative agency The Thread Shop announced their recent partnership with Nas. The collaboration is a homecoming for the artist who has a longstanding history with Sony both musically and creatively. The partnership will focus on creating fashion forward, on trend collections for the artist, as well as strategic collaborations. Thread Shop will also work hand-in-hand with Nas to develop a revamped web store with exclusive merchandise.
In addition to the Nas’ partnership, Thread Shop works with a number of artists and brands to create fashionable and functional new merchandise, as well as products designed to enhance every lifestyle. Artists they work with include Bob Dylan, A Tribe Called Quest, Common, A$AP Rocky, A$AP Ferg, Johnny Cash’s Estate and more.
The vision and direction of Thread Shop is overseen by Frances T. Wong, an experienced veteran in the branding, fashion and production industries who brings a fresh perspective to all of Thread Shop’s endeavors.
“Over the past year, we’ve been carving out our lane based on what we know the competitors can’t do or don’t do,” says Vice President, Frances Wong. “Our strength is our unique ability to evaluate and understand the fashion world, trends and pop culture and apply that insight to our business and clients. Our approach is to not look at what we do as merch but rather as an opportunity to create fashion forward brand extensions that can live in real life: on tour, online and at retail.”