SXSW X Diamond Day

SXSW X Diamond Day

When you think of SXSW you think of music and film, not fashion, but this year one of the biggest surprises was the Diamond Supply event. For the first time one of streetwear's top brands teamed up with one of the biggest record labels in the game, Def Jam, to host an unbelievable night of entertainment. We got a chance to head over to the Diamond event while they were setting up for their big concert. They had the area sectioned off with a big Diamond tarp and the line was wrapped around the block for hours.



Once inside the crew served it up, the grills were fired, and it was BBQ time with all of the staff and some of the artists. Next thing you know a big tractor trailer pulls up, the doors open and there is nothing but Diamond Supply product everywhere. They start unloading the truck and setting up the racks for the pop-up shop at the venue. This was one serious operation going down and you know when Diamond Supply throws an event it's always official and they know how to do it right.




The stage was finally set up and it was show time. Don Cannon was the DJ for the evening, getting the crowd hyped as they awaited a special guest to hit the stage. Finally, the surprise guest arrived. It was none other than Philadelphia Freeway. Freeway came out and gave the crowd an arsenal of hits. We even caught Nick Diamond at the side of the stage taking shots of this classic moment. Freeway brought out Trae tha Truth to do a couple of songs and then Free and Trae made Nick Diamond come on stage and show love to his fans.









After Freeway's set the crowd was ready to take it to the next level. The world famous GasLamp Killer was up next and as soon as he hit the stage, the kids started going crazy and all the lighters were in the air. GasLamp took them on a musical trip that started from the old school hip hop to trap and even EDM. The show was definitely shining like a Diamond.