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In January of 2013, RCA Records partnered with GENERATOR to create A$AP Rocky’s Official Store, which generated incredible interest and sales. Based on the massive success of the Rocky store, RCA and GENERATOR created the A$AP Mob Shop, a boutique, fashion-forward commerce destination showcasing the entire A$AP Mob’s unique style and brand. The store included an edgy photo campaign that was shot in-house, and featured candid images of A$AP Mob members on tour to further increase the connection from fan to brand.