The business of rap fashion revolutionized how rappers branded themselves and ushered in a new era of product placement. But the love affair between hip-hop and the fashion world truly blossoms when artists and moguls introduce their own clothing lines. Corporate America took notice and introduced clothing lines catering to the tastes of rap fans while getting the most popular figures in the culture to sport them, thus giving the brand credibility. It’s a testament to the buying power of urban America. Hip-Hop and clothing have always had a close relationship with each other, serving for countless trends and crazes in the culture and translating to millions of dollars for various high-end brands. Having the latest fashions and being on trend has been an important part of urban culture and the power of branding is continuously wielded by an innumerable amount of companies, with their products becoming the uniform of the young and flashy. Some may take issue with flamboyance and materialism, but rap artists have been boasting about buying the most expensive brands since the earliest rap recordings. Staying “fresh” is key in any hip-hop situation and if your threads aren’t up to par, it diminishes your “fly.” In the culture of hip-hop, getting fresh is all but a prerequisite to attaining popularity and admiration among your peers and the opposite sex. It’s long been believed that there’s a correlation between looking good and feeling good, hence there being no coincidence that wearing a new outfit for the first time is a special event of sorts for most people.įor fashion heads, stepping out into the world after popping a few tags is one of the most exhilarating feelings you’ll ever feel, and the experience is as much about the process as it is the result.įrom scouring clothing stores looking for that right piece to complete an outfit to laying it out on your bed to make sure the color coordination is an exact match, putting a great ‘fit together is an achievement in its own right - and separates the stylish and dapper from the shabby and tacky. The iconc Snow Beach jacket is forever a part of history because of the Wu. Championed by legendary artists like Raekwon, rappers gave the brand an added level of street cred. Due to its penchant for innovative logos and its aspirational aesthetic, Polo would become the go-to brand for urban youth in America, inspiring iconic crews like the Lo-Lifes out of Brooklyn, who made their name boosting coveted pieces of the wildly popular brand from retailers in New York City. Later acquiring the rights to use the trademark Polo, Lauren expanded the brand in 1971, opening a boutique on Rodeo Drive in Beverly Hills and has dominated the fashion industry ever since. With the help of clothing manufacturer Norman Hilton, Lauren started selling his own personal neckties of his own design under the name "Polo." Founded by Ralph Lauren (born Ralph Lifshitz), the brand was spawned in 1967 when Lauren's necktie store. In terms of clothing brands that have captivated the hip-hop audience, Polo is king.
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