Japanese clothing brand Uniqlo has been making strong forays into the United States in recent years. It was never going to be difficult when your product is dope basics on the cheap, but the brand has also done a great job positioning itself with the correct brand ambassadors, going so far as to pick out new ambassadors every time they open offices in a new region. Now Uniqlo has tapped grime emcee Skepta for their “This Way To Utopia” campaign.

The campaign celebrates London’s arts and music culture, and Skepta is joined by a designer, a photographer, a DJ, a model and a filmmaker for the campaign. He appears in a grey sweatsuit with a patterned down vest. The Japanese brand is using the campaign to promote the re-opening of its Oxford Street location next week.

Skepta is on a bit of a roll right now. He recently got a massive co-sign in the form of Drake claiming to sign with Skepta’s Boy Better Know label, and Nike gave him his own Air Max sneaker.