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Telfar Shopping bag Jah X rap

SoundCloud rapper Jah X just dropped an ode to Telfar’s iconic tote bag

Instant classic

Over the course of the last few years, Telfar’s unassuming Shopping Bag has become a bona fide fashion obsession – in fact, in the Dazed office, it’s a cold hard fact that you’re never more than three feet away from one at any given moment. Fans around the world have fallen hard for the radically inclusive, pioneering label’s little (or medium, or large) tote, as a quick scroll through its Instagram feed will attest. 

News, then, that someone has penned a rap about the ubiquitous style should come as no surprise. With Gucci, Versace, and Balenciaga having all been immortalised in tracks by the likes of Cardi B, Migos, and A$AP Rocky, it was only a matter of time before Telfar had its status as a legendary fashion label cemented in musical form. Step forward NYC-based rapper Jah X, who just dropped new track “Telfar Bag”, which, needless to say, we’re completely obsessed with. 

With Missy Elliott, Q-Tip, Big Sean, and his “incredible friends and incredible mom” among his inspirations, Jah X – otherwise known as Jahlil Whitehead – first started rapping around seven years ago. “My family has always been musically oriented and I noticed I could write songs at a young age,” he recalls. “Sooner or later I realised I wasn’t the best singer, so a few years later I started rapping.”

“Telfar Bag” itself came about when Whitehead was writing a beat with his friend, producer Jay Thursday, and decided to create something like a follow-up to earlier track “Looks”. Released earlier this year, in it Jah X recounts serving (surprise!) looks at NYFW, as well as sitting front row and taking his turn on the runway. “It’s basically about fashion and how flawless I think I am.” FYI, a quick glance at his IG account will confirm this is, in fact, accurate. 

So why Telfar? “I’ve been following the label for a couple of years and I love that it’s black-owned and also their representation of black men. And the Telfar bag is great! I can wear it with literally anything, even the cheapest outfit, and the bag will make me feel rich. The label is like the fashion equivalent of a 1970s black punk rock band from Britain.” 

Jah X, who previously studied graphic design in college is also behind the track’s artwork, with one felt-tip pen drawing done while wasting time at his 9-5 and the other featuring ‘Queen’ Nova Scotia, his dog, who sits inside the bag on one version of the cover. Otherwise, he usually carries weed, a lighter (“that I probably stole”) raw papers, keys, headphones, and money in it. 

With Telfar having given the seal of approval by way of a repost and a comment reading “obsessed!” on his original ‘gram, the only thing left to ask is: who’s next? “I’d love to make a song with Kanye about Yeezy one day, that would be next-level. I also really love Mowalola, I need a two-piece from her!” Over to you, Ye.  

Listen to the track here