Fresh and Project X Paris set the mood in Belgium!

Always with the desire to associate ourselves with talents from the urban scene, Project X Paris has collaborated with the young prodigy of Belgian rap: Fresh. With the help of the rapper, we set Brussels on fire. Enough to validate our strong ties with Belgium, a country at the forefront of urban culture in Europe.

Fresh, the rising star of Belgian rap

With Damso, Stromae, Shay, Isha, Hamza, Belgium has proven in recent years that it has nothing to envy France in terms of rap talent. The Flat Country is a land of hip hop and urban culture, and Belgian rappers constantly deliver banger after banger, even today with the help of a "newcomer" recently: Fresh, an artist from Liège, known only near his hometown until 2022. But that same year, the artist accomplished a real feat that would boost his career: he would win the first season of "Nouvelle École", the rap show broadcast on Netflix, which has had a second season (and soon a third) since. A victory that would directly propel him to the forefront of the scene, thanks to the success of the show and the way he followed up with tracks afterwards.

Because the rapper didn't just win the show, he then immediately released powerful tracks that have been playing a lot since. Notably "Chop", the song specially created for the finale of "Nouvelle École", which exploded his view counters. But that's nothing compared to what followed: we're thinking particularly of "Aller Dehors" featuring Niska, a hit, but also the videos of his freestyles on Skyrock. His victory opened doors for him, as well as the possibility to feature with almost everyone, even if he always chooses his collaborations carefully. After releasing 3 projects and a reissue in 2 years (the latest, "P.M.R.", was released in March), we can say that he has managed to build a solid discography!

At Project X Paris, what particularly interests us about Fresh, beyond his musical talent, is his personality and especially how he manages his image. While his rap can sometimes have a slightly aggressive edge, it's also filled with humor, and the artist always keeps a smile, with a sunny side when facing his fans. On top of all that, he's also a big fashion enthusiast and, more specifically, a streetwear fan (which is normal for a rapper originally from Congo). These are two aspects of his personality that we observed during his participation in Nouvelle École, particularly on stage, and in his music videos. An energy that we've put to good use at PXP!

Fresh and PXP set SNKM on fire

Seeing how well Project X Paris is received in Belgium, we thought we wanted to give back to our community as well as to fans of urban cultures who were present in Brussels at SNKM. An event 100% dedicated to urban culture and streetwear, with shops, customization workshops, dance shows, and even stands where you could get tattooed. On our side, we were in charge of setting the mood! For this, the "Chill" zone was dedicated to us and we can tell you that we succeeded in our job. A DJ was present all day to ensure the atmosphere in our "Chill" zone. We also provided you with a relaxation corner where you could play FIFA games with friends. But you know us well and we never do things halfway at PXP. To set SNKM on fire and make a statement, we had organized an exceptional showcase in collaboration with Fresh!

Fresh came with a smile on his lips, to set the place on fire by performing strong tracks from his catalog like "Chop", "Allez dehors", with good humor and energy, in front of a frenzied crowd. There were even dancers who started breakdancing. And to send us some strength, in addition to his impeccable black bandana, Fresh wore a strong piece from our SS24 collection: the Minimal Flowers hoodie, for a look that's both super street and soft at the same time. We think this hoodie matches well with Fresh's image: tall, solid build, which could be impressive but also with an irresistible smile and humor. By the way, we were able to verify this during this showcase at SNKM where people really loved seeing him.

Fresh signing autographs at Project X Paris Brussels

They loved seeing him even more in a more intimate setting, that of the Project X Paris store in Brussels, located at 59 Chaussée d'Ixelles. Because we had also reserved a little surprise for the Belgian fans of the brand: Fresh came for an autograph session in our Brussels store on May 10th. A session to which he arrived wearing our iconic piece on his shoulders: our Essentials hoodie. In black, as always, with a bandana, as often, we can say without exaggeration that Fresh is clearly one of the rappers who wears it best, even though he's far from being the first to try it.

Always with a big smile on his face, the Belgian rapper, almost at home (he's from Liège, not exactly nearby), showed infinite patience and good humor with all the fans who came to meet him, and there were many as you could see from the images circulating on social media. It's also a great opportunity to observe that his popularity is very real! The fact that Fresh draws a full house even when he just comes to do an autograph session in one of our Project X Paris stores shows that people want to see him, and he now has the doors open to deliver a classic album! That's all the best we wish for him, hoping to be able to collaborate with him again as soon as possible!