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Nostalgia is in the air, and A$AP Nast, aka Tariq Amar Devega, isn’t above it. Apart from his campaign with UGG, one of Y2K’s most prominent brands, he’s recently traveled down the rabbit hole re-watching the sitcom Martin and reminiscing about 90s fashion. “The show and that whole cast is a major, major, major influence,” he boasts, though also admits he might be the only one that thinks so. “I don’t know if people actually paid attention to the style on that show.”
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None of this matters, however, as he remains firm that his choices are his own and for the respect of no one. “I’m in my own little world, just moving along, and it works for me. People love it and are inspired, and I think that’s great. But I’m not out here intentionally trying to impress people.”
Outside the campaigns he’s starred in within the last two years (Levi’s, MCM, and Warby Parker, to name a few), Nast has been working hard in the studio, preparing to release music that experiments with “different sounds and different flows” when compared to his traditional New-York beat. “I’m always recording,” he starts to say before accepting that drops indeed have been few, far, and in-between. “It’s rare for me to release music. But we’re gearing up to put out some stuff soon.”
As Nast celebrates his UGG campaign, Rolling Stone catches up with the multi-hyphenate to discuss his return to music, his relationship with the fashion industry, and wearing Jordans in the apocalypse.
What was your inspiration in the beginning? Recently, you’ve been doing a lot of collaborations, but what was your entrance into style and the industry?
I think the show Martin and that whole cast is a major, major, major influence on my style. Being a 90s kid, I grew up watching it, and I don’t know if people actually paid attention to the style on that show. The main character, Martin, wearing a “Free Mike Tyson” tee, down to the Jordans, the Nike sportswear, the trainers, all of those things. I love cozy stuff like tracksuits and a good pair of trainers. I’m pretty sure most people would agree with that.
Are you overtly embodying the show’s style, or is it more subconscious?
It goes both ways. I’m always watching that show, so there are times when I notice, “Wow, I kind of did a similar fit.” But honestly, I love clothes. I’m going to die that kind of guy. I can’t get outside without spending a certain amount of money on clothes. I think that’s just me.
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I read a quote from you recently that went something like, “I’m not really into fashion, but I’m into the clothes,” and I think you nail it right on the head. There’s a vast difference between those two. Style is about creating something with the clothes, whereas fashion is always monetary.
1000%. My style is super unorthodox. I can wake up and start dressing like a movie I just watched or copy some random person at a bus stop. I take style inspiration from all over the place. My style is just my style.
Not to degrade fashion in any way, but for me, I just literally love garments. I love textures and different fabrics, and I think those are the things that are more exciting for me than joining or trying to be a part of the fashion industry. I think that’s how I made my way into fashion, just doing my own thing and not really trying to be a part of it, but somehow by default, I am.
I’m in my own little world, just moving along, and it works for me. People love it and are inspired, and I think that’s a great thing. But I’m not out here intentionally trying to impress people. If I became like Will Smith in I Am Legend, and I was the only person here on this earth, I would still be doing what I’m doing.
Rocking a pair of Jordans in an apocalypse. The true mark of a stylish person.
Just going hard, man. Just still looking in the mirror like, “Yo, you’re the guy!” I really don’t care what anyone else thinks or has to say about it. It doesn’t play in my head. As I said, I’m just in my own world moving along, and it works. Cheers to anyone who sees me or who’s been following me, who appreciates it, and it inspires them. More power to it, and I genuinely appreciate that. But I’m just out here doing my thing.
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Why the UGG campaign? In some regards, the timing makes sense for them. Y2K still continues to be a massive influence on culture, and UGG was such a huge part of the style. What better time to drop something than now? But I’m interested to know how you see the alignment for yourself and where you think this could go.
To be all the way 1,000, I’m not exactly sure. But I am sure it is going in a really good place. Over the years, I’ve been highly strategic on brands I wear or collab with. All of it helps tell my own story through my style.
UGG has always been a part of my life. People want to wear things that fit their style but also have some comfort and functional use. So many brands just don’t have that and are unaware they need it. UGG dominates that space. It’s not even a matter of now being the right time. This is just the right thing in general. This is the right brand to be involved with. They’re a brand that everyone loves. From growing up, you can’t walk down the street or go anywhere without seeing a pair.
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Do you have a favorite item from the campaign?
The Neumel Weather Hybrid — The brown shoes with orange rubber.
How would you style those for a day running errands vs. a night out?
It goes back to what I said earlier: I just put things on. Sometimes, I surprise myself when I pair stuff because I’m just throwing it together. I don’t have an explosive story or style tip to throw in there. I do what I do, and it works for me.
I have to ask about the music. It’s been a minute since you’ve produced some solo pieces. You’ve done features here and there, but producing your own work, it’s been a minute. I’m curious what’s happening.
I’m always recording. It’s just rare for me to release music. But we’re gearing up to put out some stuff soon.
What’s the vibe? Can you describe what fans can expect to hear?
People know me for the classic New York grimy, hip-hop stuff. And obviously, I do the stuff with the [A$AP] mob as well. But with this, I’m just in new territory, experimenting with different sounds and flows—just my approach to instrumental.
I heard recently you’re really inspired by DMX, both from a music and style lens. Going back to subconscious influence, do you think his flow, energy, and sound will show up in some of your upcoming work?
Yeah, definitely. It’s some rowdy stuff. I mean, the way I saw DMX growing up, which is basically my whole childhood, all of that stuff was heavy in my neighborhood. So yeah, I have some sounds similar to his for sure.
