The rapper, 38, confronted a man on the street for wearing the Italian label’s clothing after Gucci was embroiled in a controversy involving a black turtleneck with red lips that inferred blackface.
“Stand up for yourself, brother,” T.I. told the man in a video posted to Instagram. “It’s what’s in you, not what’s on you. That s—t ain’t s—t until we put it on! We make that s—t fly! Look at me, n—a. I’m fly as a motherf—ker and I ain’t got that s—t on. I look better than you, as a matter of fact.”
While the man tried to deflect by pointing out that T.I. used to wear Gucci before the backlash, he immediately shut it down. “They showed me their disrespect, so guess what? I can’t do it no more,” he said.
The Atlanta native has been extremely vocal against Gucci since the offending turtleneck first made headlines in February. He has posted numerous Instagram photos calling for a boycott of the company, and personally attacked Floyd Mayweather for his support of Gucci in a diss track titled “F—k N—a,” which features lyrics such as, “I don’t give a f—k how much money you have / What did you do with it? How did you use it to make an impact and influence the wealth for the better? / You rather go buy jewelry, whatever.”
Gucci swiftly removed the sweater from both its stores and its website, and the company has apologized and recently implemented a new diversity plan to prevent future blunders.