This Quechua jacket sold out after an English rapper wore it on the red carpet

"Maybe I really need a stylist?"

wonders, amused, rapper Central Cee in a video posted on his TikTok account on December 6.

It was the day after the British Fashion Awards evening where the 24-year-old star appeared on the red carpet in a Quechua jacket, Decathlon's hiking line.

In the midst of luxury creations and dresses signed by young emerging talents in the fashion industry, the rapper from West London decided to come "as he is", he explains in his video.

So, in a Decathlon outfit.

In addition to its Quechua jacket, its Kalenji beanie, from the brand's running line, was also a great success.

Sold out

“No one had a problem with it,” comments Central Cee on his TikTok account.

In fact, it is even the opposite.

The technical jacket, marketed at a price of 60 euros in France, found itself out of stock in most sizes the next day on the British site of Decathlon.

One more illustration of the phenomenon that links the world of rap to that of the French brand.

Jul, the Marseilles rapper, is one of the first to have given pride of place to the Quechua jacket in his wardrobe and in his songs (“Survet', tap shoes, Quechua jacket, pair of Oakleys in the RS3”).

An influence that has changed the image "à la papa" of the world leader in the distribution of sporting goods whose clothes have become trendy, especially among young people.

Like luxury brands.

A plebiscite which, according to this report broadcast on France 3, would find its roots in the prison environment, where the comfort and discretion of this locker room contributed to its popularity.

And which is not limited to the clips of the successful rapper from Marseille.

Sheer dresses at the British Fashion Awards 2022

In images, in pictures

See the slideshow11 photos

See the slideshow11 photos

From the sports mat to the red carpet

Jul's favorite model of jacket, nicknamed the

, is setting sales records at the store located in the Les Terrasses du Port shopping center in Marseille.

The rapper SCH and many of his fans have also joined the movement which now goes beyond the borders of France.

Adopted by the

, a sub-genre of hip-hop that is flourishing across the Channel, Decathlon fleeces and other accessories are becoming popular on British soil, where the brand has fifty points of sale.

Central Lee, who often appears in Nike, Jacquemus or with Chanel

a massive pendant, editor's

, also wears his Kalenji beanie in his latest clip

 : revealed on December 16, it already peaks at 5.5 million views on Youtube.

Thanks to him, the brand can now boast of having been familiar with the high spheres of fashion.

An unexpected, but appreciated coronation: "Model of the year" (model of the year) can be read on the brand's twitter account, next to the snapshot of Central Cee, the day after the event.

Decathlon... all the way to the podiums.