Just two months after his appointment as Louis Vuitton’s newest men’s creative director—and two months before his debut show for the house at Paris Fashion Week in June—Pharrell Williams has dropped his very first LV designs. And it’s all up for grabs at a merch stand at Pharrell’s Something In The Water music festival, which runs today through Sunday in his hometown of Virginia Beach.
The drop—which comprises an embroidered denim jacket, a hoodie, and three tees—pays homage to the creative polymath’s beloved birthplace with an LV monogram-ified flip on the state’s “Virginia Is For Lovers” slogan. It’s all relatively straightforward stuff, giving no real hints to the direction Pharrell plans to take the line in its post-Virgil Abloh era, but it’s clever and heartfelt, a nod to the graphic-heavy streetwear he helped popularize in the ‘00s.
Of course, to own a piece of this historic fashion moment will cost you a pretty penny. The denim jacket, which is shrouded in an updated spin on LV’s iconic Damier print, clocks in at a cool $3,050. The T-shirts, meanwhile, are $860 apiece, and the hoodie is $1,310. If you don’t happen to be at Something In The Water right now—perhaps the only place on earth you can hear Third Eye Blind, 100 Gecs, the Clipse, and the Jonas Brothers all in one weekend—the gear is all also now for sale on Louis Vuitton’s website.