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One collaboration led Lugz to its first ever celebrity-endorsed, "Funk Master Flex" urban driving shoe. [2] Then, a collaborative line with hip-hop artist, Bryan "Baby" Williams, aka "Birdman" soon followed, [3] in addition to other endorsers including, Snoop Dogg, Orange County Choppers, and athletes from UFC and MMA. [4] [5]
Consumers started to collect, trade and resell sneakers in the 1970s, and the sneakerhead subculture came to prominence in New York City during the 1980s. Sneakers such as the Adidas Superstar and Puma Suede were popularized by b-boys and hip-hop artists, [4] and Nike's Air Jordan line revolutionized the industry with its marketing linked to superstar basketball player Michael Jordan.
British Knights was one of the first brands to use hip hop artists as endorsers, enlisting Kool Moe Dee for the brand's introduction to TV. “How Ya Like Me Now” was broadcast on the worldwide music channel MTV. [3] British Knights made their biggest marketing push in 1990, when they signed rapper MC Hammer to a full endorsement deal.
Raymond Lawrence "Boots" Riley (born April 1, 1971) is an American film director, producer, screenwriter, rapper, and communist activist. [1] [2] He is the lead vocalist of The Coup and Street Sweeper Social Club.
Skater culture is also heavily prominent in hip hop fashion, largely attributed to alternative rapper Tyler the Creator and his group OFWGKTA. [320] Models of shoes from Vans – such as the authentics, slip-ons, sk8-his, era, and "old skool" – were popularized in the hip hop community by him and Kanye West. [321]
The company focuses on streetwear, skateboarding, and hip hop fashion trends. Its main products include clothing, skateboards, and accessories. In December 2020, the U.S.-based apparel and footwear company VF Corporation bought Supreme for $2.1 billion. [3] In 2024, the brand was sold to EssilorLuxottica for $1.5 billion. [4]
In 2022, RBX began work with Los Angeles based producers Sccit & Siavash The Grouch on his comeback album Hibernation Shivers.The Labcabin Records release includes features from Spice-1, MC Eiht, Daz Dillinger, Fatlip, Project Pat, Ras Kass, Eligh, Cold 187um, Krayzie Bone, Butch Cassidy, Kurupt, Smoov-E & more.
Daniel R. Day (born August 8, 1944), known as Dapper Dan, is an American fashion designer and haberdasher from Harlem, New York. [1] His store, Dapper Dan's Boutique, operated from 1982 to 1992 and is most associated with introducing high fashion to hip hop culture; its clientele includes Mike Tyson, Eric B. & Rakim, Salt-N-Pepa, LL Cool J, and Jay-Z.