Avicii is teaming up with Ralph Lauren Denim & Supply to be the face of its new marketing campaign, reports Refinery29. The young Swede has been at the forefront of the EDM explosion, and while we’ve seen other DJs crossover into consumer products like headphones and clothing lines, this is the first time we’ve actually seen one get into modeling. While Avicii was briefly featured in a Bud Light Platinum Super Bowl Commercial, partnering with a major fashion label — especially one as American as Ralph Lauren — solidifies the value of Avicii’s brand and relevance in American pop culture. Our only question: What happens to @Aviciisflannel from here?
PS: The photo above was taken at Pier 94 on New Years Eve, presumably before this deal was signed.