![]() You can relate to his clips in different ways, but with the fact that Cole announced themselves quite loudly, you will agree. The youth style collection surprised with its diversity, actively promoting the widespread trend of "hip-hop." The popularity of Lyrical lemonade merch directly depends on Cole himself's fame, which he altogether received after Bennett's video for Lil Xan went platinum in 2018. In this brand, Cole has expressed his personal preference for clothing choices. Today, Lyrical lemonade clothing boasts an assortment of colorful T-shirts to understated monochromatic hoodies. Clothes from Bennett very quickly managed to gain popularity among fans of the rapper and become the best-selling brand among fans of urban youth style. Young talent Cole Bennett took the merchant concept to a whole new level with the Lyrical lemonade brand. ![]() Whether it’s filming a video for YNW Melly or launching a beverage (lemonade, naturally) at ComplexCon, Lyrical Lemonade operates on the sort of gut instinct, intuition and care free attitude that defines the next generation.Not only Kanye West knows a lot about clothes. ![]() Bennet-at just 23 years old-is a peer and his interests perfectly align with those of his audience. What distinguishes the company-apart from tapping the next generation of hip-hop at a fundamental level-is the ability to relate to Generation Z. While distribution is limited, Bennett’s more than 10 million Youtube subscribers are constantly itching for more, and willing to pay a significant markup to get it. Apart from the limited drops only available on the Lyrical Lemonade website, the company launched a capsule alongside Chicago retail icon RSVP Gallery (which also instantly sold out as). With hundreds of videos under his belt-and already have expanded into management-Bennett wanted to push the brand to the next level, including a now 2-day festival, Summer Smash which draws 20,000 concert-goers each day and, of course merch. Within a few months his youtube channel was well recognized throughout the industry, boasting hundreds of thousands of subscribers. Between blogging and producing video content, Benton spent all his free time on the website and when a filmmaking degree at DePaul University felt too constraining, dropped out to focus on the site entirely. As soon as he received his driver’s license, Bennett spent every weekend making the hour long commute between his hometown and Chicago where he recorded freestyles, show recaps, and the scene in general including Chance, Vic Mensa and Mick Jenkins-all of which wound up on the Lyrical Lemonade youtube channel. At that point, Bennett’s blog-Lyrical Lemonade-was covering hip-hop in general, but following 10 Day the site began to hone in on the Chicago scene specifically. Living in Plano, Illinois, Bennett felt a connection to the bustling local Chicago hip-hop scene, which he discovered after hearing Chance the Rapper’s debut mixtape, 10 Day. Years before his merch instantly sold out, Kanye West was ordering him to alter his videos or Quavo was sliding into his DMs, Bennett was just another highschool student scouring SoundCloud for the next big thing.
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