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The rap game and clothing have always gone hand-in-hand. Here’s a history of hip-hop garms, from NYC adidas and BBC to Yeezy and Jay Z

'83 – LL Cool J and Kangol

The boombox general who all the ladies loved helped (with a hand from Slick Rick and Samuel L Jackson) put Kangol on rap’s map. His iconic bucket hat has enjoyed A renaissance among hip hop’s new guard atop the head of Schoolboy Q

'86 – RUN DMC and Adidas

The New York trio crossed borders style-wise to help bring adidas into a new world. Early pioneers of the rap-brand partnership, they opened up doors for a generation of big companies to follow

Adidas Run DMC ()


'95 – Wu-Tang Clan and Wu Wear

The brash, outspoken Staten Island lads used vibrant colours and Helly Hansen-style jackets to help put outdoorwear on the streets of New York

Wu-Tang clan Wu Wear ()


'98 – FUBU

FUBU (For Us, By You) started out making LL Cool J-inspired hats, but grew quickly, and reigned over hip-hop during the late ’90s. Then, as quickly as it was picked up, Fubu was gone forever

'98 – Diddy and Sean John

Sean John started with almost-formal jackets, puffy parkas and finely-tuned suits before eventually dabbling into fragrances and drinks. It helped make Diddy the richest rapper ever, but sartorially, it was no rival to Jay Z’s Rocawear

'99 – Jay Z and Rocawear

During the early 2000s, rapper/businessman Jay Z monopolised the commercial end of hip-hop while his own record label was booming. The ROC took the rap and rap clothing scene to an extreme domination

Jay-Z Rocawear ()


'01 – Nelly and Vokal

Nelly helped set up Vokál in 1997, and it went big after his debut album dropped (2000). An official line was launched in 2001, but the fairly standard collection of oversized jersey-jean hoodies looks dated now

'03 – 50 Cent and G-Unit Clothing

A nod back to hip-hop’s gangsta era, G-Unit had combat at its heart. 50 Cent’s brief venture also brought doo-rags and XXXXL clothing back to the rap scene

50 Cent G-unit clothing ()


'05 – Pharrell and BBC/Ice Cream

Billionaire Boys Club let us inside Pharrell’s vivid imagination. Playful illustrations and a vivacious spirit helped him to close the gap between streetwear and high-end fashion

'09 – Kanye West and Yeezy

With a price tag that often generates more headlines than the product, Kanye’s signature clothing line was a breakthrough moment in the relationship between hip-hop and style

'11 – Odd Future and Golf Wang

Odd Future blended hip-hop and skate style when their leader, Tyler the Creator, started a clothing brand that looks like Billionaire Boys Club on LSD. And the Instagram generation went crazy for it

Odd future Golf wang ()


'11 – Drake and OVO

Drake’s OVO is a marker of new money. The golden owl was established before Drake became an international superstar, but soon enough – just like the music he was releasing – it started making big moves

Drake OVO ()

 Want more stuff like this? Check out November's FS magazine


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