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“They are one of the best promoting,” says the Mayfair-based designer, whose work has been embraced by rappers similar to Nines, Skrapz and their fellow Ice City Boyz. Mentioned in “Same Way”, a monitor from Nines’s Crop Circle album, Chiefer noticed a bounce in attention after the collective began carrying his bussdown diamond pendants. “Those went viral because nobody was doing that type of customized work,” says Chiefer. The jewels worn by hip-hop’s elite have bolstered rap’s journey from underground style to cultural pressure. Giva has secured Rs 270 crore in Series B funding, led by Premji Invest.
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