Tattooed American rapper Jelly Roll slams Sydney Louis Vuitton store for treating him ‘like a criminal’ in angry social media rant

Heavily tattooed American rapper Jelly Roll has slammed a luxury store in Sydney for treating him “like a criminal” in an angry social media rant – as fans point out a recurring problem in the city.

American rapper Jelly Roll has claimed he was treated like a “criminal” at a Louis Vuitton store in Sydney through an angry rant on social media.

The 40-year-old Son of a Sinner hitmaker, whose real name is Jason Bradley DeFord, took to Instagram Stories on Wednesday to lash out about his experience at the luxury retailer on George Street in the CBD.

“Hey man, the Louis Vuitton in Sydney legitimately just treated us like we were [intending to] come in and rob that place,” Jelly Roll said in a video.

“I have never been looked at more like a crim.

“Listen, the last time I was looked at like a criminal this bad, I was an actual criminal this bad.”

The heavily tattooed singer, with facial ink, was dressed in his signature black hoodie and backwards cap in the video taken after he exited the store, offering no further details about what had happened inside.

He was accompanied by at least two other male friends in similar attire.

Jelly Roll was reportedly later spotted travelling on an e-bike and stopping to speak with fans on the street.

The Tennessee-born rapper’s admirers rushed to his defence over his claims on social media, with one person writing: “Welcome to Sydney”.

“I am so sorry you were treated like that in Australia,” another person said.

“Australia has a weird stigma about tattoos, I’ve heard,” one more person said.

A fourth person claimed Louis Vuitton staff have a reputation of judging the store’s customers harshly, saying: “They look at everyone like that”.

It comes after Jelly Roll touched down in Australia last month ahead of his first-ever headline Aussie tour named The Down Under 2025 Tour.

He donned his usual laid-back attire of black sweats and a cap as his security entourage escorted him through Sydney Airport.

His Australia visit coincides with the rapper admitting he cheated on his wife Bunnie XO in a candid episode of the Human School podcast.

“I don’t talk about this publicly at all, but one of the worst moments of my adulthood was when I had an affair on my wife,” Jelly Roll said on the podcast in October, adding the couple had since repaired their bond.

“The repair has been special.

“And we’re stronger than we could have ever been.

Jelly Roll said at the time of the adultery, he was “hanging around a bunch of people that were cheating on their wives.”

“When I was doing cocaine, I was hanging around a bunch of people that were doing cocaine.

“When I was drinking a lot, I was hanging around a lot of people that were drinking a lot.”

The musician, who is now drug-free, said he kept “shi***” people in his close circle because he was proud of having “long-standing friendships,” but has since opted to surround himself with people who inspire him.

Jelly Roll tied the knot with Bunnie XO in 2016.

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The Grammy-nominated singer has two children from previous relationships.

He has reportedly lost 90 kilograms after committing to health and fitness last December, following struggles with body image.

“I wanna have one of the biggest transformations,” he told his wife’s Dumb Blonde podcast, adding: “I think that people that become as big as I became, when they lose the weight, they’re kind of ashamed.”