Jelly Roll Says He Was Treated “Like a Criminal” at Louis Vuitton Store in Sydney

American country-rap star Jelly Roll has claimed he was treated “like a criminal” while shopping at a Louis Vuitton store in Sydney, Australia — an experience that left him “shocked” and “humiliated.”

The Nashville-born artist, whose real name is Jason Bradley DeFord, has been touring Down Under with performances at major festivals including Strummingbird Festival, Harvest Rock, and Sunburnt Country. According to Billboard, the visit marks Jelly Roll’s first-ever string of Australian live shows, which have drawn large crowds and rave reviews from fans.

But the mood reportedly soured when the Grammy-nominated singer decided to take a midweek break from performing for some “retail therapy.” In a video posted to Instagram, Jelly Roll alleged that staff members at the Louis Vuitton boutique made him feel as though he was about to rob the store.

“Hey man, the Louis Vuitton in Sydney legitimately just treated us like we were finna (sic) come in and rob that place,” the musician said. “I have never been looked at more like a criminal. The last time I was looked at like a criminal this bad… I was an actual criminal this bad.” (Source: Instagram/@jellyroll615 via News.com.au)

The 39-year-old performer, who often jokes about his heavily tattooed appearance and troubled past, seemed both amused and disappointed by the encounter. Fans quickly flooded the comment section with messages of support — and a few lighthearted jokes about Australian retail culture.

One follower wrote, “Welcome to Sydney,” alongside laughing emojis, while another quipped, “Sydney — the home of ‘Sorry, no neck tats!’” (People Magazine).

A spokesperson for Louis Vuitton has not yet responded to media requests for comment, according to News.com.au and The Daily Telegraph Australia.

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A Period of Reflection

The incident comes shortly after Jelly Roll made headlines for candidly admitting to having cheated on his wife, Bunnie XO, during an 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,” he revealed.

He went on to explain that he has worked hard to repair the damage and rebuild trust in his marriage.

“The repair has been special,” he said. “And we’re stronger than we could have ever been.” (Rolling Stone, October 2025).

Jelly Roll added that his poor choices came at a time when he was surrounded by negative influences.

“I was hanging around a bunch of people that were cheating on their wives,” he said. “When I was doing cocaine, I was hanging around people doing cocaine. When I was drinking a lot, I was hanging around people that were drinking a lot.” (Billboard Interview, 2025).

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From Struggles to Stardom

Jelly Roll, who has openly discussed his past struggles with addiction and incarceration, has since transformed himself into one of country music’s most unlikely success stories. His hit songs like “Save Me” and “Need a Favor” have topped both country and rock charts, earning him nominations at the CMT Music Awards and Grammy Awards (Variety).

Now sober from hard drugs, the singer says he’s learned to set better boundaries in his personal life.

“I used to be proud of long-standing friendships just because they had a number attached to them,” he admitted. “Horrible humans — but I’d be proud to say, ‘That dude’s been with me 12 years.’”

Despite the awkward Louis Vuitton encounter, Jelly Roll’s Australian tour appears to be a success. Fans have praised his authenticity, humor, and emotional performances — qualities that have turned the once-controversial rapper into one of America’s most beloved crossover artists.

“He’s proof that second chances really do exist,” one fan commented under his latest post, echoing a sentiment that has defined much of Jelly Roll’s remarkable journey from prison to platinum records. (BBC Entertainment).