Free Stylin': How Hip Hop Changed the Fashion Industry

Abstract

This book sources interviews with scholars, urban designers, music experts, financial analysts, retailers, and hip hop celebrities to chronicle compelling story of how hip hop transformed fashion world and exploded into a $3 billion clothing industry. For years, designers and manufacturers took cues from streets to enhance their clothing lines, but before 1980s urban consumer was never recognized as a viable demographic. In a push to appeal to young customers, fashion industry began hiring and backing talented African American designers and entrepreneurs. This seemingly unconventional union made business sense: seasoned fashion executives brought proven track records, while aspiring designers provided street credibility and a fresh perspective on design. The end result: a multi-billion dollar industry. This book traces fascinating unfolding of hip hop fashion from its roots to present day. It explores how hip hop transitioned from the hood to runway; how race, ethnicity, and culture played into commercialism; how celebrities impacted fashion industry; and what ultimately led major department stores to jump on urban bandwagon. Utilizing author's journalistic lens and based upon interviews with urban fashion designers, entrepreneurs, fashion veterans, trend forecasters, and hip hop celebrities, each chapter is akin to an oral history that provides not just facts but also invaluable analysis and historical perspective. A foreword by Daymond John, cofounder of FUBU, star of ABC's The Shark Tank, and author of The Display of Power and The Brand Within A chronology of 20th-century fashion styles as well as urban fashion from late 1970s to present Many photographs of pioneering urban designers, hip hop fashion trends, hip hop celebrities, and more A multicultural bibliography containing significant materials from fields of history, music, culture, and fashion

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