POST MALONE’S NEW FASHION BRAND
Name: Austin Post Apparel
Season One Launch Date: Monday, September 1st 2025
Season One Name: “At First Light”
Where: Paris, France
When: 8pm CEST
Website: Austin Post Apparel
After being the face of a dizzying array of brands, ranging from Stanley 1913, Ugg Boots, Crocs and – most recently – SKIMS, Post Malone is launching his own fashion label.
The new brand, Austin Post Apparel, launches today (September 1st) in one of the ‘Big Four’ fashion capitals of the world, Paris, in a highly exclusive runway event this evening.
Taking place at 8pm and titled “At First Light”, the event is designed to kick off as the sun sets dreamily over the Paris skyline. Post, who ventured into country music last year with his sprawling opus, F-1Trillion, has crafted the new range around this love of the genre, with Season One featuring a host of Western-inspired attire.
Billed as “a new creative expression and soulful extension of his identity” in an official press release, Austin Post will combine “Dallas western with Southwest ranch influences”.
The first photo shared from the official Austin Post Instagram account features Post Malone donning a stark white cowboy hat, stylish glasses and a blue chambray cattleman’s shirt. The large belt-buckle that has become a staple of his look over the past year or so is on full display, alongside a pair of classic blue jeans.
There are a pair of thick workman’s gloves tucked into his belt, with Post holding a sleek denim jacket with shearling lining and Austin Post emblazoned on the collar.
The full range of clothing that will be available via Austin Post has not yet been announced, but given Post’s penchant for genre-blurring, we suspect there may be some contemporary, streetwear-influenced items alongside the traditional country options.
The invitation to the New York native’s brand launch in Paris, features sparse text on a red bandana background, again hinting at the retro, old-Americana feel of the brand.
Austin Post is titled after the ‘Sunflower’ crooner’s real name, Austin Richard Post, and feels like a pulling back of his swaggering, diamond-toothed public persona to reveal his true, authentic self. Post is believed to have been working on this range for over a year, with the genre-blurring maverick spending some time in Paris last April.
There’s no release date for Season One, with the Austin Post website simply directing users to sign up to the mailing list. We suspect we’ll get more details once Post Malone has debuted the full collection at his Paris, France runway show this evening.
For more on Post Malone, see below:
