Bury Me in Denim: Kelvyn Colt

For REPLAY, denim isn’t just fabric it’s a code, evolving from workwear into the vocabulary of street culture in the early 2000s and now making a comeback. With heavy denim, raw cotton, and ripstop, the brand’s latest collection is built for work and function. For its recent campaign, it tapped German-Nigerian artist Kelvyn Colt, known for his hit “Bury Me Alive” and “Benz / I Know to that.” As well as his viral freestyles that move freely between English and German. An alumni of Forbes 30 under 30, Colt is fiercely independent, as evidenced by his leaving Sony to start his own label, which makes him a natural protagonist for REPLAY’s vision of individuality, a voice that doesn’t just wear the clothes, but reframes their meaning in the present.

Here, Colt talks about denim cycles, individuality as radical self-acceptance, and why the best stories aren't always clean.

Aurelie Weber: Is fashion a form of storytelling?

Kelvyn Colt: Yes, I do see fashion as a particular way of storytelling. I was doing some research on the early designs of Ms. Prada and I saw the commentary she was making on Italian fascism and their perspective on what women were supposed to wear. I found that to be such a beautiful, playful, and cheeky way to show a form of resistance and emancipation while giving her spin on that topic. So yes, fashion is definitely storytelling—especially if it’s done well. But, there are also shitty stories.

AW: Your lyrics often touch on identity and self-expression. Do you see parallels between the way you write songs and the way you style yourself?

KC: Yes, absolutely, also because I do not really follow a particular style or way of dressing. I have phases where you will see me in all denim and cowboy boots and then I have phases where I only wear black leather. There are also others where I look like I come from a 2005 Nelly Music video, with XL t-shirts and durags that are open. So, it really depends on how I feel. And that’s also why I can connect with REPLAY, because they embrace these shifts in individuality rather than boxing people into one style. For me, style has to move the same way music does – it evolves with your mood and message.

AW: Denim is REPLAY's DNA. How do you wear denim in your daily life?

KC: Denim is actually something that came back to me in the last few years. It’s funny because it was not even a conscious decision, but there were definitely a few years where I would only wear waxed denim, leather, or other materials, and you wouldn’t see me in a pair of blue jeans. And then, it kind of found its way back into my wardrobe two years ago. So, now I rock a lot of denim. I mean, it’s an amazing material to work with and it’s kind of timeless if you think about how long denim two-pieces have been going around.

AW: The REPLAY campaign brings together music, fashion (workwear), and street culture. How do you see these worlds interacting today?

KC: I mean, it’s everywhere and I think it’s a very natural fit. We were talking previously about storytelling and I think there’s this admiration that youth culture always has for the underdogs— such as the working class and minorities. This is obviously where the whole workwear trend comes from. So, it’s very interesting to see how workwear and streetwear have found their way into the premium luxury space of fashion, and I think this is especially because of hip hop and black culture.

AW: REPLAY highlights individuality and breaking boundaries. What does individuality mean to you?

KC: That’s a tricky one because I think a lot of people choose the same things to stand out which kind of prompts the question: How individual are you if you’re using the same rules of individualization as everyone else?

I think our personalities are like an onion. You get deeper as you peel each layer. But if you peel an onion, there are always tears ... Layers have been added by your environment and society, your parents and institutions, but if you can peel them off, you’ll get to your real core. If you are able to then amplify your true core and radiate that to the outside world, that is true individuality to me. That means highlighting all your flaws and making them your strengths: accepting yourself, forgiving yourself, loving every part about you and everything that doesn’t make you fit in or be part of what’s popular. Funnily enough, if you master that, your way of being an individual will inspire others, and they will copy it, and then you’re not an individual anymore.

AW: What is shaping the culture around you right now?

KC: There are two driving, almost diametrically opposed forces that are giving me drive at the moment. On the one hand, it’s looking at the status quo—AI, the creative industries, and how everything is changing. There is an element of uncertainty in the air as well as the desire to create safety and security. But then there is this completely opposite influence. The anarchist and revolutionary in me is aligning with everything that is challenging the status quo and wants to destroy and rebuild. I am very inspired by a lot of the protests and riot movements in Southeast Asia at the moment, and I think there is a lot of shaking up that is needed on our side of the world to finally get all these old and evil people out of power. That’s also why I like working with brands like REPLAY, because they allow me to bring that energy of questioning and non-conformity into fashion. For me, it’s not about just wearing clothes, it’s about showing that individuality and rebellion can be a statement in itself.

AW: REPLAY positions itself as "for those who refuse to compromise.” When in your career did you decide not to compromise, and how did it shape you?

KC: I think there are so many points in my career that do this. I mean, most people want you to sign to a major record label but I bought myself out of my deal and created my own label. Even the last song I put out, “Mow Em Down” had German bars in it. The song ended up on big American playlists and a lot of Americans are using the sound on TikTok, even with the German part in it. It was so surprising to me. I really wouldn’t have expected that they would enjoy the German music. So, I think things that are intuitive like that have always been my unique selling point—even if they’re kind of counterintuitive from an industry standpoint. So, I think I will continue to double down on that.