The Change Mariner

Explosive Growth of Hip Hop Fashion in the Burbs

Christian Science Monitor

... Teens living on cul-de-sacs and in small towns are increasingly taking fashion cues from rap music videos. Sales of hip-hop fashion, estimated by the NPD Group, a market information company, to be $2 billion in 2001, are considered one of the fastest growing segments of the apparel industry. That's mostly thanks to mall stores such as Sears, Nordstrom, and Target stocking more urban brands.

Rap artists-turned-fashion designers are responding by expanding the scope and reach of the clothing labels they launched in the 1990s. "Having these brands is about having the bad-boy image," says Marshall Cohen, chief industry analyst at NPD. "Suburban kids are now thinking 'I don't have to live in nowhere-ville anymore,' "

This commercialization of cutting-edge fashion raises the question: Does urban fashion lose its authenticity - or street credibility - when it goes suburban?

Hip-hop culture began its journey from underground to mainstream in the mid-1970s in the Bronx section of New York City. Hip-hop pioneers were primarily young African-American men. They would express themselves by making and trading rap mix tapes, spray-painting graffiti on buildings and subway platforms, and break dancing.

As hip-hop evolved into a lifestyle, a style of dress emerged. "Hip-hop started with fashion sense," says Nelson George, author of "Hip-Hop America." "It's always been very visually orientated."

For two decades hip-hop enthusiasts appropriated items from mainstream fashion, says Mr. George. Sometimes they would wear accessories in unique ways - Adidas sneakers or Timberland boots with the laces untied. Other times they would lay claim to upmarket brands such as Tommy Hilfiger and Polo Ralph Lauren.

Posted by Norm M. Wada at October 26, 2003 8:26 PM | TrackBack
Related Categories: Industry - Clothing

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