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Travis' music, while heavily influenced by hip hop/ black culture, has transcended to a wider audience with many different cultures, ethnicities and classes. This collaboration will also do the same by merging typical Stone Island consumers with Travis Scott fans.

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Due to the high status of both the brand and Scott's name, its obvious that the collaboration will be high end. Therefore its target audience will be either wealthy youth/ loyal Stone Island customers, Music artists, rising or successful, or Travis Scott fans, whom are perhaps on lower income but would save up and buy perhaps just one item to show their love for Travis.

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The collaboration will attract youths that listen to music in their spare time, perhaps even creating music of their own. Their music of choice is not the normal hip hop/ pop charts music, it is music with themes of Low-Fi and Psychedelia.

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The collaboration will be unisex so will not target a specific gender. However it will mimic Travis' style which is masculine, wearable and urban hip-hop. Therefor it will only attract people of this style, whether they are male or female.

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The range will target fans of Travis and his music. They would have been to or regularly go to Scotts' concerts or artists with a similar genre, perhaps some of Travis' idols such as Kid Cudi, Tame Impala and Kanye West. They enjoy raving and partying to Travis' type of music.