The brand's appeal eventually reached international celebrities, including Rihanna, The Weeknd, and Jay-Z, who became a business partner through his Roc Nation label. This exposure brought Trapstar to a global audience, but the founders remained committed to their original style and message. Collaborations with companies like Puma and exclusive drops helped maintain a sense of exclusivity and hype, fueling demand worldwide. Despite its expansion, Trapstar has remained loyal to its London roots, often incorporating elements of local culture into its fashion.