1/3/2024 0 Comments 90s hip hop fashion adidas“There is also an aspirational fascination in hip-hop with finally attaining a level of comfort and freedom financially, so fashion labels can signify that as well.”įorty years on from the original hip-hop recordings, the genre has produced its first billionaire: last year, Jay-Z was named the world’s wealthiest rapper, with Mr Kanye West, reportedly the industry’s top earner, catching up fast (although, thanks to Apple’s 2014 buyout of audio-tech company Beats, rapper and producer Dr Dre claims to have got there five years earlier). “Lyrics often boast of superior musical style and also of superior personal style and taste,” adds Mr Kabango. “Rap has almost always been a reflection of aspirational culture,” says Mr Eric Eddings, co-host of the black culture podcast-cum-TV show The Nod. And I think hip-hop will always be a big influence on fashion, too.” “Some labels will always be connected to hip-hop. “Fashion has and always will be a huge part of hip-hop,” says Mr Mr Shad Kabango, rapper and presenter of the Netflix documentary series Hip-Hop Evolution. His 1987 album Ba-Dop-Boom-Bang rarely gets a mention amid his back catalogue, but with the track “Them Jeans”, he introduced a component that has since become commonplace within rap: the fashion brand name-check.Ĭlothes weren’t one of the original four elements of hip-hop (those would be DJing, MCing, graffiti and breakdancing), but as with any subculture, what you wore was a key signifier from the start. After forming a group, the Furious Five, he went onto record “The Message”, the 1982 single that retooled the hypeman wordplay of the early hip-hop scene, introducing social commentary and establishing rap as the voice of the street.įive years later, Grandmaster Flash presented another innovation. Constructing his own twin-turntable-and-mixer set-up in his bedroom – a piece of kit that went on to become the industry standard – he further developed the breakbeat and pioneered scratching. Better known as Grandmaster Flash, Mr Saddler took the DJing techniques, first displayed in the block parties of the Bronx of the 1970s, to the next level. Perhaps no one man has done more to set the template for hip-hop, the dominant musical and cultural force of the late 20th and early 21st centuries, than Mr Joseph Saddler.
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