Watch Jimothy Lacoste’s brand-tastic new video for Getting Burberry Socks

The viral rap star’s latest visual premieres today (15 January) on Crack Magazine.

No stranger to the world of fashion, and with a name referencing an athleisure brand, it’s no surprise that Jimothy Lacoste is something of a label-head. However, whilst hip-hop stars are more likely to flex about their Gucci habit, Lacoste’s latest single, Getting Burberry Socks, is a love letter to English fashion house Burberry.

Yet, with the single dropping just one day after Valentine’s Day, it’s also a love letter to his fans, yielding up all the key components of his viral sound. With his signature dead-pan delivery, Getting Burberry Socks is a not-so-humble brag about Lacoste feeling himself in a full Burberry fit.

Directed by Jimothy Lacoste and William Alan Harris, the accompanying video is placed over a background of the iconic Burberry plaid and shot on VHS for a lo-fi aesthetic. Featuring Lacoste’s signature moves, the rapper can be seen jiving, public transport surfing and climbing traffic crossings. His trademark visuals come with an unexpected change of scenery – seeing the Londoner also take to the busy streets of NYC. The move stateside, however, seems to have done nothing to hamper his patriotic feelings, with Lacoste singing: “Rocking Burberry socks now I’m feeling hella English.”

Watch the video for Getting Burberry Socks via the player above, and check out Crack’s styled Aesthetic feature with Jimothy Lacoste.