Just in time for the festive season, Tyler, the Creator is finally bringing his Golf le Fleur label to London, launching at Selfridges on December 2. It marks the first time that the fragrance, nail varnish, accessories and apparel brand will be available outside of the US, so understandably, we’re pretty excited. 

The UK expansion comes off the back of a big year for the US rapper, who dropped his eighth studio album Chromakopia last month, introducing the world to his newest character, Chroma. That said, Golf le Fleur will take fans back to one of his previous personas, Flower Boy – the brand’s title is supposedly the French translation (though the translation is inaccurate). 

Essentially a diffusion line from his main fashion brand Golf Wang, Golf le Fleur initially debuted as a Converse collab back in 2016 during a Golf Wang fashion show. His reimagining of the One Star shoe and the success of the Converse collab resulted in a high fashion upgrade for GLF. Unlike Golf Wang – which already has a store here in London – GLF is a more mature, elevated version of Tyler’s sartorial vision. 

While Golf Wang marketed playful graphics including the Odd Future doughnut print, GLF brought us luxury trench coats and silk neckties. Cementing its place in the luxury field, Tyler soon branched into fragrance and beauty in 2021, with the main fragrance French Waltz referring to “a song by the late great Leon Ware.” 

As well as the perfume, which is said to evoke feelings of drying in the sun after a dip on a hot day, GLF includes accessories, fashion items and a nail varnish in shades including Georgia Peach, Geneva Blue and Glitter. Reportedly the brand has its sights set on Europe, and luckily for us, London is the first leap.