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After killing the summer with his High Off Life album, Future is riding the high into fashion.

The Atlanta native has launched his “Life Is A High” streetwear brand with an effort to represent “being comfortable in one’s skin and maintaining an inspiring optimism.” In a statement, Future explained that how the brand name ties into his overall way of life.

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“Life is good,” he said. “It’s a blessing to wake up another day and have the chance to better yourself it’s easy to forget that with all the madness happening in the world. I want this collection to remind us we can still be high off life. The colors, the fabrics, the artwork all represent this concept with comfort.”

Items include hoodies, shorts, tees and more, with many featuring tie-dye and happy faces, available on his website.

Life really has been good to Future as of late, whose 2017 track “Mask Off” was recently chosen by the city of Inglewood, California for a public service announcement regarding COVID-19. He also just reached a huge milestone on Vevo, reaching the 1 billion mark on the video to his collab with Drake, “Life Is Good.”

The song has also been certified 6x platinum by the Recording Industry Association of America (RIAA), and is thus far the only song in 2020 to reach the billion mark on the video streaming platform this year.

Revisit it below.

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