UK grime artist Skepta is well known within the fashion industry. He’s modeled in runway shows, was recently named a cultural ambassador for Uniqlo and even landed a spot on GQ’s best-dressed list. And while he is known for rocking high-end designer labels, he’s changing his outlook on how he influences the youth… through his fashion choices.

In a recent interview with i-D, Skepta discussed his switch from high-end labels to pieces less expensive.

“I was just getting tired of going to the area where I hang around and different estates and seeing the kids hanging round always looking stressed out and troubled. But they’d always have a $500 bag and Balenciaga trainers,” he told the mag. “When I was younger, I was influenced by the guys who were older than me, so I thought maybe it was my time — because I can afford to buy Gucci or Louis if I want, let’s be real — to sacrifice, because I thought maybe these kids are doing it because of me. So I wanted to get back to wearing clothes that are for us. […] I want the kids to see that maybe they should be aligning themselves not just with a price range, but the people who are designing for you.”

Skepta also admits to cutting out wearing names like Nike, now preferring plain clothes.

“I hope this is a thing where all the kids on the roads aren’t just seeing me as a fashion icon, but are seeing these as clothes that are right for the roads,” he explains. “I’m not a fashion icon trying to make them wear what they wear. It’s about cool, unlogo’d brands.”