Saucedo recently shared with a media outlet that the exposure from a recent video collaboration has significantly boosted the brand’s presence. Following the release of the video on July 4, Ghetto Rodeo’s Instagram account has seen a surge of about 10,000 new followers, accompanied by a wave of comments expressing interest in their new hat designs. The collaborative cap featured in the video is now available for purchase on Ghetto Rodeo’s web store, adding to the brand’s growing popularity. In addition, fans can look forward to the restock of Ghetto Rodeo’s “Ghetto Runway” collection on July 12, along with an upcoming runway show in Los Angeles.
“We’re a small brand making big moves,” remarked Saucedo, reflecting on Ghetto Rodeo’s recent success.
One of Ghetto Rodeo’s collaborators, Kaló Soil, also gained attention for its pieces worn by Kendrick Lamar in the “Not Like Us” video. The rapper sported Kaló Soil’s distressed black cap and zip-up hoodie in scenes with his family, sparking excitement among fans and the brand’s co-founders, Ryan Sullivan and Baker. The duo, originally from Lexington, Kentucky, moved to Los Angeles four years ago to pursue their passion for design, eventually founding Kaló Soil. Their faith and dedication to the brand have guided them in creating a versatile luxury label rooted in clothing and design.
The opportunity to work with Kendrick Lamar arose through his stylist McNeil and her assistant Kennedy Smith, whom Sullivan and Baker had collaborated with previously. After sending over a selection of their pieces for the video shoot, Sullivan recalls the moment when they learned that Lamar would be wearing their hats and hoodie in the final production. Despite the unexpected choice of items, their belief in Lamar’s artistic vision led them to trust that their designs would complement his style perfectly.
Reflecting on the experience, Sullivan expressed, “It took a good 15 watches probably before it really started to even settle in. There’s just this moment of looking at it like, ‘this can’t be possible.’” The unexpected yet rewarding collaboration with a renowned artist like Lamar has propelled Kaló Soil and Ghetto Rodeo into the spotlight, setting the stage for even greater success in the fashion industry.