Hip-Hop’s embracing of particular brand logos from the early 80s, soon became a youth culture staple. Overt logos on clothing denoted the wearers affiliation with a particular trend in the same way Teddy Boys and Mods had reappropriated vintage clothes to signify their look.
In Britain, the Football Casuals favoured Armani, Burberry and Ralph Lauren sportswear (later, those wearing knock-off versions would be disdainfully known as Chavs).
In America, Hip- Hop continued to support very specific brands; high-end labels like Louis Vuitton and Rolex that declared the wearers wealth and style. The Hip-Hop endorsement could have a huge impact on the success of a brand. Adidas, Tommy Hilfiger, Mercedes-Benz, Krug, Dom Perignon and Cristal champagnes and several other brands all benefited from an association with Hip-Hop culture.
Lil Kim famously photographed by David La Chappelle for Rolling Stone magazine covered in ‘LV’ Louis Vuitton logos, 1999.
Such brands were patronised often without prompting. As an article from USAToday says, “Mercedes-Benz — the most-mentioned brand in last year’s top songs — says the car’s popularity in hip-hop circles certainly didn’t hurt sales growth over the last dozen years…Bentley Motors and Louis Vuitton — also among the most name-checked brands in music — were more reticent on the subject. While some companies may shy away from being associated with a culture often marked by misogyny and violence, it is undeniable that hip-hop wields immeasurable power and influence in business”
(USAToday, April 2006).
Logo-Mania
Hip-Hop’s embracing of particular brand logos from the early 80s, soon became a youth culture staple. Overt logos on clothing denoted the wearers affiliation with a particular trend in the same way Teddy Boys and Mods had reappropriated vintage clothes to signify their look.
In Britain, the Football Casuals favoured Armani, Burberry and Ralph Lauren sportswear (later, those wearing knock-off versions would be disdainfully known as Chavs).
In America, Hip- Hop continued to support very specific brands; high-end labels like Louis Vuitton and Rolex that declared the wearers wealth and style. The Hip-Hop endorsement could have a huge impact on the success of a brand. Adidas, Tommy Hilfiger, Mercedes-Benz, Krug, Dom Perignon and Cristal champagnes and several other brands all benefited from an association with Hip-Hop culture.
Lil Kim famously photographed by David La Chappelle for Rolling Stone magazine covered in ‘LV’ Louis Vuitton logos, 1999.
Such brands were patronised often without prompting. As an article from USAToday says, “Mercedes-Benz — the most-mentioned brand in last year’s top songs — says the car’s popularity in hip-hop circles certainly didn’t hurt sales growth over the last dozen years…Bentley Motors and Louis Vuitton — also among the most name-checked brands in music — were more reticent on the subject. While some companies may shy away from being associated with a culture often marked by misogyny and violence, it is undeniable that hip-hop wields immeasurable power and influence in business”
(USAToday, April 2006).