Witness the beginning of a branded content mini-series unlike any other. | Backwoods
From the moment that the idea for the Always True series coalesced we knew we had a hit on our hands. Marrying the uber-popular Backwoods brand with hip-hop stars was a concept destined for greatness. What we didn’t know while developing the concept, though, was WHO we’d get to work with. So when we learned that the series would focus on Dreamville artists…insert mind-blown emoji.
The flagship episode of the Always True campaign found us face to face with Bas, the very first artist that J.Cole signed to Dreamville. It goes without saying, but Bas is a huge star in his own right. His third album, Milky Way, reached the Top 40 in the Billboard charts and Dreamville songs like the hit track “Costa Rica” have been burning up the airwaves for years. In short, the guy is a musical force to be reckoned with.
However, the Always True campaign shows big-time artists like Bas in a different light: it puts their side hustle on display. Lucky for us, Bas’ “side gig” is almost as awesome as his music. Along with his manager, Derreck, Bas runs a successful street clothing brand called Fiends. From hoodies to t-shirts and everything in between, Fiends makes it all. And over the years, Bas and crew have cultivated a following around these threads that rivals his musical fandom. Like we said above, he’s a force to be reckoned with.
In this episode—appropriately titled “For the Dreamers”—we dive into Bas’ history, get a peek behind the veil of his life on tour, and even get to see some Fiends t-shirts in the making. Shot on location in both LA and NYC, our talented team didn’t miss a moment of Bas’ magic.