08.11.2019

UNLOCK SUMMER WITH ROUGE X CASTLE LITE 250ML

Innovation meets creativity in this extra cold collaboration

Castle Lite X Rouge

Words: Lindsay Samson

Known for an innovative spirit, premium product design and creative collaborations, Castle Lite has done it again with its pioneering new 250ml bottle design. Sophisticated and stylish, it’s a first for South African and features an eye-catching, faceted neck design. To celebrate the launch, the brand joined forces with Pretoria-born and multi-award winning rap sensation Rouge, who created a banger of a track inspired by the bottle’s experimental design, along with renowned music producer Sibot. Best known for her hit song Dololo, Rouge has been steadily climbing South Africa’s hip-hop ranks, working with the likes of AKA and racking up a host of coveted awards. We chatted to the boundary-pushing artist about her style, the challenges of being a woman in the music industry and the ethos of innovation that led to her collaboration with Castle Lite 250ml.

Castle Lite X Rouge

Who is Rouge? Where does the name come from?

I’m an artist and musician who is really trying to represent South Africa and the continent. The name Rouge represents me as a French-speaking, first-generation South African whose heritage is Congolese – something I wanted to express without having to explicitly say it. Rouge means “red" in French and represents love and passion: all these things are encapsulated in just three letters.

How were you first introduced to rap music?

It was never the plan for me to do rap. I grew up in the music space and actually wanted to do musical theatre, which is why I went to the University of Pretoria. A friend thought I had a voice for rap and once I tried it, I couldn’t see myself doing anything else. That was when I was 19.

What have been some of your career highlights so far?

Being on The Baddest remix and working with my favourite rapper in the country, AKA, and winning a SAFTA – something no rapper in South African hip-hop history has done. I also won a SAMA in 2018 that I thought I would never take since I was up against industry heavyweights.

What do you think sets you apart from other women rappers?

Honestly, I think it’s my capacity to take on the boys. I don’t just want to be the best woman rapper, I’m trying to be the best rapper period. I’m not afraid to be on the same stage as an AKA. I’m always going to put my best foot forward and that’s what people recognise me for. The fact that I can go toe-to-toe with these guys.

Castle Lite X Rouge

What are some of the challenges you’ve faced in your career as a woman in a predominantly male industry?

There are many and they’re the ones I always expected. Things like not being given the same opportunities, being paid less than my male counterparts, being expected to look a certain way and do certain things to get a certain opportunity or not being someone who can be viewed as a headliner. We’re either listed on the poster as one of “and many more” or given time slots when barely anyone will see us. It’s annoying, but someone has to fight the fight.

What made you decide to collaborate with Castle Lite on the new 250ml bottle design?

I was keen to get involved, because it wasn’t just about the 250ml bottle, it was another way that Castle Lite was being innovative. They’re all about creativity and raising the bar. They really respected me as an artist by letting me be as creative as possible and I loved how collaborative the process was. It wasn’t just someone telling me what to do and then walking away.

Tell us a little bit about the song you created for the campaign and what inspired it?

The song is really about me flexing and about how cold this rap game can be. It’s all about taking things to the next level, but remaining authentically extra cold and remaining who we are. As for the song, you can call it Extra Cold.

How do you define your style as Rouge and does it differ from your personal style?

They’re the same. As much it’s feminine, it’s still very tomboy. People like Aaliyah have been such an inspiration to me in terms of style. She had this perfect balance of masculinity and femininity. My style is very comfortable, because I never want to let what I am wearing hinder my performances, and very sporty, but it’s still soft.

As someone from Pretoria, how would you describe the city’s style?

It’s very street, it’s very punk and there’s a laid-back coolness to the vibe there. It’s not too colourful and there's a kids-next-door vibe, which I think is cool. I definitely get a lot of inspiration for my looks from my hometown.

What are the must-have pieces in your wardrobe?

  1. My boyfriend jeans! They are so crucial to everything I wear.
  2. Sneakers. I am in love with clean, all-white sneakers, but I also have to have a pair of black ones and a pair of really colourful ones.
  3. Crop tops. I need to have one with me at all times.
  4. Sports bras. One for working out and one I can wear as a top.
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