For starters he served up a Nasir Mazhar collab – producing a track, walking the designer’s SS15 catwalk show and co-hosting an end of fashion week party – and now he’s ready to dish out Mains: throw in lyrics dismissing high end designers and a sweet stint as a Uniqlo poster boy, and we present to you, Skepta’s fashion life.

Launched at Selfridges last night – amongst a Moroccan inspired, carpet filled set-up with a gig from Omar Souleyman and his Mercury Prize-famous mum joining the bright young bunch of attendees – Mains is the grime artist’s new premium contemporary unisex brand, born from his fixation with reinventing the traditional tracksuit and its respective associations.

Arriving in the big yellow store this week with a clean line-up of drill tops, matching track pants, tees and socks – outerwear, bags and hats will follow in September – the collection reimagines the tracksuit as an icon of travel, the ultimate uniform for multiple generations and similarly diverse destinations.

Mr Adenuga’s first port of call? Morocco. “I’ve been looking for a haven, somewhere that felt like a haven, neutral to anything,” he told Vogue’s Luke Leitch prior to this debut drop. Shot by Dexter Navy, the accompanying zine (read: look book) – images from which are featured here – was likewise lensed in Morocco, the colours of Marrakech offsetting the olive focused palette.