Everyone knows his music – the electric beats, distinctive voice, and thrilling lyrics. But recently, singer-songwriter Tyler the Creator has been taking the fashion industry by storm, allowing himself to shine not simply as a musician, but as an ambitious businessman.

 Bright flashy colors, large graphics, and unexpected combinations signify Golf Wang, Tyler’s streetwear brand. Just clicking on the webpage greets you with a flash of bright color (currently an eccentric yellow) and graphics that bring your computer screen to life.

But what truly makes it different than any other street fashion brand trying to be different? Simply because Tyler the Creator doesn’t care. Back in 2012, Tyler is quoted to have said “I f*** hate fashion”, yet many have interpreted this as Tyler’s hatred of conventional trends, colors, and patterns that fit what’s “in style.” His music and style are all founded upon one thing, the fact that Tyler is marching to the beat of his own drum and creating art that is unexpected and unusual. He doesn’t even have a manager, meaning the content and product he is putting out are a true picture of his own artistic expression. Let’s talk about what’s so special about Golf Wang, and how this ecstatic and rebelling brand is taking the fashion world by storm.

Let’s start with his color combinations. Purples blended with orange, blue and hot pink, cream and neon green. Tyler doesn’t seem to value trends and enjoys trying new things that have not been put on the fashion market before. Golf Wang also encourages using different and unique patterns – polka dots, stripes, dinosaur prints, you name it! While these things may seem so out of style, Tyler’s chill and relaxed streetwear style helps model a “relaxed skater boy” style – but is truly whatever pieces he wants to wear and put together.

Tyler’s influence has stretched far and wide, with many modern day “hype-beasts” having him to thank for their vibrant and captivating style. Tyler can even be attributed to the rise of brands like Supreme, often sporting the brand and writing about it in his songs. From building up the brand Odd Future to launching Golf Wang to hosting his own runway show, Tyler the Creator has taken the fashion world by storm by just showing that he doesn’t care about modern day perceptions, trend forecasting, or fitting the status quo. We have Tyler to thank for a recent shift away from minimalism and a newfound focus on clashing colors, patterns, and pieces. One step at a time, Tyler the Creator is truly making fashion casual again.