An unprecedented show for the launch of an unprecedented brand.

Paradise brought on stage the man who arguably has changed both the realm of music and of fashion. He was and is a game changer, a trail blazer and a purveyor of what is cool. It was only fitting that on this setting, we launched The Nines.

Kanye's first performance here showcases his newest album - The Life of Pablo. Kanye, being Kanye, also explained the significance of his first track "Famous". Right after performing “Famous,” West reveals that it was the song that “broke the writer’s block.” Ye alluded to the notorious 2009 Video Music Awards when he interrupted Taylor Swift as the origins of the track, calling that night “the beginning of the end of my life.”

He continued: “And I had to fight every day of my life when the whole world turned against me for saying out loud what everyone else felt, but that's the job of an artist, of a true artist: not to be controlled by any finances, not to be controlled by perception, but only to be controlled by their truth -- what you see, what you feel, and say what you fucking feel.”


 

The Nines shares a lot with Ye's outlook on life. As Hardy Aimes once said, "A man should look as if he had bought his clothes with intelligence. Put them on with care, and then forgotten all about them." We believe that dressing up is a process. It's something thought about, brought about by inspiration and crafted by passion. The clothes you wear represent who you are and conveys a message. Once you have that message and put on the clothes, you forget about it. You wear them in confidence and let your own unique style speak for itself. 

 

    

 

 

 

 

 

 

 

 

In line with this, we are carrying brands which allow you to go through your own personal journey on dressing up. We are the country's purveyor of highly coveted brands and street labels providing you the best option in finding your own personal message. We exist to aspire and inspire to be more than who you are ; to be dressed to the nines.