GMC Hummer EV | A Conversation with Don C For 'The Malibu Series'
by Jess Ferguson
Over the past two years, Don C has collaborated with GMC for its Hummers, designing hats to go alongside the car releases and becoming a part of the launch campaigns. Now, GMC teams up with Don C for the 2022 Hummer EV for ‘The Malibu Series’ in a collaboration that features episodes from Don C, Big Sean, Angus Cloud, and more.
Don C is a designer and creative from Chicago who started as Ye’s manager and later ventured out to the fashion industry, founding his streetwear and sports apparel company Just Don in 2011 and collaborating with brands like Jordan and Rémy Martin. Just Don is best known for its pieces with sports logos, especially hats, which stars like Jay-Z have been spotted wearing.
We spoke with Don C about working with GMC Hummers and his creative influences.
How do you find that GMC and Hummer EV align with your design style and identity?
I mean, you see how my brain thinks. I'm always thinking revolutionary experiences trying to make revolutionary products trying to do things that have never been done before. GMC’s philosophy behind this Hummer EV definitely fell right in the same lane of what I'm trying to present as a creative and as a designer, always trying to just be innovative, deliver things that are not run of the mill, special, and have some substance as well. So I think we sort of have parallel mindsets when it comes to those things.
How has growing up in Chicago influenced you creatively?
Chicago has influenced everything that I do, from my experience from childhood, experiencing things from street level, to learning the business sector. I have somewhat of a background in finance, the music industry, nightlife, you know, all these things. It’s just a fusion of things very similar to my Creole background, that it's like a mix of gumbo. Yeah, it's all these things that you just throw into a pot, and then it makes one beautiful masterpiece. So Chicago, it was definitely like that melting pot, where it has influenced me from so many different categories that I'm just privileged to be able to experience it and have the opportunity to use those experiences, to put in products, and share those products with the world.
How has your relationship with Hummer evolved over the time you've been collaborating?
Well, I've been privileged to be partners with Hummer for two and a half years, I believe, a little over two years. It first grew into just doing something from an influencer standpoint, then I was able to give some feedback while they were designing and developing this product, giving feedback on the way it's been marketed, I've been able to give feedback on supplementary products that can complement the truck. So like any relationship, it starts off small. We dated for a while, now we've been courting. And now it feels good to really be in bed with my partner. So I really appreciate, and I'm so honored, that they picked the guy from the South Side of Chicago to work with them. I can't believe it, but it really shows that they are revolutionary thinkers, they think outside the box. And they are interested in what the people really have to say in the input that are coming from the community about their products. So with that, I'm just happy to be that bridge and that vessel.
