How hip-hop fashion went from the streets to high fashion

Los Angeles Times 

Perhaps one of the greatest lessons hip-hop has taught the fashion world has been every man is a brand. Hip-hop artists have learned quickly that making music is just one small part of their cultural imprint. Consider hip-hop's early days when Adidas struck a $1 million deal with Run-DMC after the group performed the song "My Adidas" -- it's considered to be rap's first endorsement deal -- or Sean Combs' savvy move from music to apparel with the 1998 launch of his label Sean John or Kendrick Lamar's collaboration with Nike. Others including Karl Kani, Carl Jones of Cross Colours and the team behind FUBU (led by "Shark Tank" judge Daymond John) have made clothes expressly designed for hip-hop audiences.

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