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We had a store on crenshaw boulevard. some entrepreneurs decided to come into our store and rob our store at gun point, took everything we had. at that point, we had a choice to either stay out here or go back to new york. one day we went to the palladium and of course it was the middle of a fashion show and i saw carl jones. i asked him, you know, carl, how do i get my stuff in department stores? i wrant to get my brand out there. hes like, if you come to my office tomorrow, ill be more than ha...

♪ say ho say ho ho say ho ho ho ♪ ♪ now scream >> i remember in terms of making a statement and just really influencing me, seeing run dmc on stage. ♪ got a big long caddie written on the side dressed to kill ♪ with their hats, their leather pants, and bottom line you were always cutting school dressed for success meant something else. here they were breaking all the rules and winning. i just remember that changing my life in the sense that everything ive been taught was a farce for me...

Look good you feel good is something that i think speaks to why fashion and style has been so significant over the course of time. >> this is the bronx in new york. 1.5 million people live in this borough, equal to the population of houston or washington or san diego. its the home of the new york yankees, the bronx zoo and the grand concourse. it has also become the arson capital of the world. ♪ a rat done bit my sister nell ♪ her face and arms began to swell and whiteys on the moon ♪ ♪ ...

Say sean john sometimes. you dont want to be shamed but you lts want to be taken seriously. >> at the same time, we owe a lot for our time spent at shawn john. >> oh, for sure. >> my bran is 100% influenced by hip hop. mao me, as the next generation, because of the doors that russel, puff, and jay opened, its on my responsibility that i have to do what i did in music. its got to be ralph level. ♪ >> who is to say i give a definition of what fashion is or what category it should be in? if its g...

High-end brands. ♪ >> i think when everything comes back around, were at a period where were trying to buy gucci and that happened in the 80s for me, you know. i remember that period. and thats where were at right now. >> most urban people really dont want things made by other >> most you are ban people really dont want thing made by other you are an people. they want things that they normally cant attain. they want to buy into a dream like everyone else do. >> as acalture, we aspire to buy th...

>> the 70s in the south bronx, everything was burning. i particularly lived in a building where i was the only tenant. my parents were the only tenants in a building that held 50 apartments. we had no heat. we had no hot water. they were killing up the ying yang. police brutality was worse than it is now. thats where gangs began. >> they tried to take over one of my divisions. they didnt quite make it and we killed two of their guys. they tried to burn down my -- ♪ whatever we do our boys dont...

Thats a very clear way to tell whos hip in terms of like street flavor on the hip-hop tip. >> ive been on the color of "village voice," five-page article based on sneakers. i would say this shoe collection is worth over $500,000. ♪ here we go yo >> in the late 80s growing up in new york, you know, kids were into fashion and hip-hop obviously influenced everything that we did. but, you know, at that point it basically meant getting different designer labels like polo or something like that and ...

The bronx. you dont see in manhattan, lets go get those. so we off to jew man. >> after my mother gave me my allowance, begged my grandfather for an extra 20 cash so i could get the new shoe. it was always that for me. always. you always wanted to be seen and you always wanted everybody to know that you got that what we call swag now. you got that flavor back then. youre fresh. youre the one. >> it was a competition just like everything else in the hood. the way the whole fat laces started was w...