‘Obviously, it’s a Chelsea piece,’ Cench tells us on the touchline at Stamford Bridge. ‘But there’s a wider culture to it than just football. It’s the area, the London I’m from. 

‘I like to have a chain I can wear that when I go international, like America, they can recognise the Chelsea badge and it means something to them. They can look and think, ‘okay, he must be from London,’ even if they don't know me.’  

Just as his music, Cench travels far beyond the capital. He will perform in Dubai later this month, across Asia in March and in America in April. It’s why the idea of taking London with him sits at the heart of the chain, and Chelsea is a meaningful and unmistakable link to home.

‘This club reciprocates my energy, which I appreciate, and I'm lucky that man supports Chelsea,’ he says. ‘I know some people question it, my family supports Chelsea, so that's actually man's team. 

‘I'm lucky that the club also shows the same love back. Some clubs might not do that, but Chelsea always do.’ 

That sense of belonging matters – and it’s why the relationship between the rapper and the world champions feels genuine, rather than forced. Not only has Cench become a familiar face around Stamford Bridge, but he also participated in the club’s Christmas campaigns and kit launches. 

‘Yeah, it’s always good come here to Stamford Bridge, the atmosphere is always good,' he says. 'Anytime I’m here, I enjoy it a lot, with my family too, so it’s a good day out.'

The chain itself came together quietly, without hype or rush. It took time. 

‘The idea must have come about maybe six months ago,’ he says. ‘Something like that. Then it took some time, but I got it a couple of months ago.

'I like the reactions here; the fans seem to like it. I’ve seen people comparing because, you know, there are some other legendary rap football chains. But yeah, people seem to be putting me up there, I appreciate it.’