Fashion and Hip-Hop in 1996 was completely different. The music was more street and the clothes matched with the sound of the songs. Rappers wore baggy jackets, large jeans, and rock a pair of boots. The sound of music has changed and so has the clothing but the artist were still responsible for putting on the masses to the latest trends and brands.
Hip-Hop artists have always been the trendsetters and liaison between top brands and the consumers. The hardest part about rappers wearing particular brands is that they didn’t want to include the artist in national advertisements, give them any type of recognition or compensation for indirectly promoting their label. So even though there are lots of pictures of artist wearing a particular brand in the 90’s, it is very hard to find a Hip-Hop artist being the main face of a national brand campaign.
Karl Kani Sportswear is an urban clothing which was established in 1989. The base behind the brand is to have break the boundaries of the typical fashion line and to build confidence through self-expression. Karl Kani is as international reach within the modern day pop culture. Back in 1996, Nas was rocking some of the latest clothes in the ad.
Lugz made an appearance in October of 1993. As Lugz grew they began to become endorsed key players from the world of Hip-Hop, according to Lugz.com. In 1996, Lugz launched its first athletic shoe called “The Carbine” because it had a clear outsole. DJ Kid Capri has print ads and rocked Lugz athletic gear.
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AZ was also in the 1996 brand ads for Lugz. He rocked leather jackets and Lugz boots
Pelle Pelle was created by Marc Buchanan in Detroit. Pelle Pelle was at the forefront of streetwear fashion. They had people wearing their clothing on television shows, music videos, and at multiple events. Trackmasters were featured in this ad.
As the years passed, more artist began to become recognized by companies. Now rappers like A$AP Rocky have with deals with Dior Homme, Guess and Calvin Klein.
