Since the beginning of its time, hip hop lyrics have been laced with intricate verses that appeal to audiences young and old. Rappers have always release songs about the freshest clothes, the gold chains, expensive shoes and everything else mentioned in Lorde’s “Royals.” If you’ve never wanted a gold chain before you’d definitely change your mind by the end of “All Gold Everything” by Trinidad James. Over the past decade, the amount of merchandise that featured artists plastered on about every graphic t-shirt has definitely skyrocketed. Music’s ability to shape the way we shop has definitely gained attention in recent years. Nuyorican college professor Elena Romero, author of “Free Stylin’: How Hip Hop Changed the Fashion Industry” touches on how much hip hop has made fashion a multi-billion industry.
Even when rappers make videos, the vixens’ or character’s attire affects our generation. Girls run out to buy that skin tight red dress with the cutouts and guys rush to get the latest Jordans to achieve the goal of reaching “celebrity status.” In efforts to connect their fans to not only their music but also their fashion, numerous hip hop artists have created their own clothing lines. Starting with Jay-Z’s Roca Wear which debuted in 1999 the idea became more and more popular among hip hop artist. Jay-Z was followed by artists like T.I. with AKOO, Lil Wayne and Trukfit, and Nelly with Apple Bottoms.
Today, more recent rappers continue to make the fashion industry a hit by selling their brand. Nicki Minaj has her own collection which is available in department stores worldwide. Kanye West has his brand of shoes called “Air Yeezy’s” and is aspiring to partner with design his own clothes. Pharell and Nigo collaborated to bring us the ever-so popular Billionaire Boys Club. Other brands which short life spans include 50 Cent’s G-Unit, Nelly’s Vokal (unsuccessful), and Young Jeezy’s 8732.
From influential rappers like Tupac, Eazy E, Biggie Smalls and Snoop Dogg—or Lion? Who knows at this point—who have all made such unforgettable contributions to the hip hop genre to rappers of today like Drake, Nicki Minaj, A$AP Rocky and Kendrick Lamar, I can honestly say I can’t wait to see what the collaboration of the genre and industry will produce next!