Coming from the bottom

“I came from the bottom, and we fly high”

Laioung, true name Giuseppe Bockarie Consoli, has the force of a hurricane, that has brought a new breath of internationality to the scene, as never was happened before. He’s got a natural musicality and an extraordinary attitude, Laioung hits the mark in the Italian rap with bangers like “Giovani Giovani” e “6.000 €”, already became mantras among the youngest. But not only: with his RRR Mob he’s got a fashion brand, and his style is recognized as one of the most brilliant and original. It is not a case than that he’s the character of our last editorial with adidas Originals EQT, realized on the occasion of released of the new EQT support colorations.

“When I was 12 I discovered my passion for music through composition”

“At the beginning my goal was to become the best rapper ever but as I started discovering my singing and vocal skills I’ve learned how to use them in my music”

Who is Laioung?

He’s the son of musicians and artists. When I was 12, I discovered my passion for music through composition, inspired by the American rappers - without forgetting my musical background consisting of rock and soul music, the genres I used to listen at home. At the beginning, my goal was to become the best rapper ever but as I started discovering my singing and vocal skills I’ve learned how to exploit them in my music.

“I’ve always travelled broke and willing to discover new cultures”

How did your travels influence your music?

Of course travelling is one of the best experiences you can do on this planet because it gets you the chance to discover all of its beauties. I’ve always travelled broke and willing to discover new cultures…so I try to transmit the little I’ve learned travelling through my songs that are nothing more than a reflection of my reality. And every song of mine can be an example of this.

“adidas Originals with EQT has got the power of being able to valorize some great classic after many decades by reinventing them with new sensational collections”

“Streetwear was born in the street
just like from the streets it comes my music”

Streetwear and Internet?

Today, thanks to the virtual world, anyone can have its curriculum on the Internet, doesn’t matter the profession! So, obviously, there’s a change that has already happened and let’s say a new modern culture. The fact is that the streetwear was born, as its name says, in the street just like from the streets comes my music. These two things have always walked hand-in-hand and it will be really hard to separate this cultures.

“What should never miss
is your favorite accessory”

How would you define your style?

I’m an enthusiast of simple and original garments. The original ones are always special for our look while the simple ones valorize our personality! According to me, what should never miss is my favorite accessory.

In which aspects of the 90s culture do you recognize yourself?

The roots of both today’s sportswear and streetwear lie in the 90s that, in turn, used to take inspiration from the previous decade. The same thing happens in music! adidas with EQT has got the power of being able to valorize some great classic after many decades by reinventing them with new sensational collections. And I think my music does the same.