Through relentless drive and innovation, Atlanta rapper Future has established himself as a trendsetter for a new era of hip-hop. But he’s not just a musical icon in the making: He’s also become known for his distinctive fashion and, in particular, his signature hats. We teamed up with Bacardi to go behind the scenes of his new hat line and find out what inspires him to keep pushing music and fashion forward. There are no side hustles, Future says—”everything a hustle to me.”

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Future Creates His Vision with Words and Fashion

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