Lines have never been so long at the USC bookstore. Barricades enclose paths. Students wake up after camping out through the night.
After hours of waiting, a figure begins to emerge from inside the store. Crowds surge towards the barricades while security does their best to maintain the perimeter. The sounds of cheers fill the air.
Rapper Travis Scott is turning back the clock and returning to campus grounds for the launch of his new apparel line: Jack Goes Back to College, in collaboration with Fanatics, Lids and Mitchell and Ness.
As early as 9 p.m. last night, students have waited outside to secure a spot to meet the star and grab some limited-edition merchandise.
Senior business administration major Jack Doss says these collectibles can evoke feelings of nostalgia, which has become a powerful tool for branding and marketing.
JACK DOSS: People like memories. Having a specific T-shirt or sweatpants or whatever piece of clothing it is, it might be a little expensive, but it will be worth it. Down the road, it’s not just that T-shirt, it’s not just that pair of sweatpants. It’s going to be something that is going to bring them back to their time in college and remembering, you know, one of the biggest highlights that a lot of these students camping out are going to have in their entire college experience.
Some students in line say that this collaboration goes beyond the musician’s fanbase.
GREY DOUGHERTY: It just makes us really proud that Travis chose to come to our school, so we’re really excited to see him because just like the whole like Trojan spirit is like this rapper that is so looked upon as a celebrity that makes amazing music, and he chose to come to our school.
At our school at the bookstore, we spoke with Travis Scott today.
TRAVIS SCOTT: We’re just celebrating college. We are celebrating college students, college athletes, just the idea of college. I think it’s one of the most amazing places where you really find yourself, as you’re going into societies where you’re really becoming yourself. So, I enjoy the short stint here and in college, not here, but trying to go to college.
Scott explained role of nostalgia in this new line of apparel. He said it starts with the very name of the brand.
SCOTT: It’s just something I came up with. But you know, my mom calls me baby Jack, I’m named after my dad. So, you know, it was just something that always been in my family, everyone calls me that now.
Years from now, Cactus Jack may be part of the stories we tell about our experience here at USC.
For Annenberg Media, I’m Sam Bitman