Hip-Hop

Urban fashion born in the Afro-American ghettos of New York in the wake of the musical and artistic movement. The first expression manifested itself at the end of the 1970s in the South Bronx, along with four other components of the hip-hop culture: graffiti, rap, breakdance, and DJing. In principle, it did not present itself as a new trend, but as the manifestation of a new point of view opposed to disco music and its myths. It was an alternative to gang culture, a positive way to stay in contact with the street, and the community and the day-to-day spirit of Afro-Americans. The fundamental elements of fashion were unlaced Puma sneakers, Kangol berets, heavy gold jewels, and oversized clothes. The brilliant colors of the clothing reflected the chromatic elements of graffiti that appeared all over the walls in the entire city. Oversized pants and unlaced shoes were perfect for the acrobatics of breakdance. International fame was later conquered by rappers who contributed in introducing this style to the masses. It was at this point that the fashion industry began to see a possibility of making some profit. Niche companies, such as Cross Color and Karl Kani, experienced an unprecedented success. Tommy Hilfiger, although distant from the spirit of hip-hop, rode the wave of its success in becoming the most important designer-divulger of this fashion. Among the most important brands there are Fubu, Pelle Pelle, Avirex, Rocawear, J.Lo, Ecko Red, and Mecca.