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Soul Glo tear up a streetwear store in their absurd and energetic “Driponomics” video

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thefader.com

If you're not attuned to the ways of hardcore or leftfield rap then it's likely the only lyrics immediately identifiable in Soul Glo's "Driponomics," a highlight of this year's Diaspora Problems, will be those of the fashion brands frontman Pierce Jordan namechecks.

Off-White, Yeezy, Telfar, Supreme, and Nike all get referenced as Jordan offers up an ode to those who use the streetwear market as either a reward or as something to be exploited. "Reselling, upselling, I'm telling you," Pierce says at one point. "Labor to get comfortable is only for the gullible." Naturally, the wildly funny and electric "Driponomics" video takes place in a bricks-and-mortar store, the kind you might see a group of 35-year-old hypebeast dads outside on any given weekend, signalling the arrival of a new drop.

Soul Glo aren't waiting in line for anyone, though. Jordan hustles a would-be mugger into assisting him and the rest of the band in causing chaos in the store.

They run in, turn things upside down, and leave ladened with merch. Guest rapper Mother Maryrose joins the party at one point while the video ends with every white person in the building taken out with chloroform, even drummer TJ Stevenson.

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