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Individuals from -- tony shellman who ended up going on to launch several brands. april walker, and i can go on and on and on. >> we wanted to get into the denim business, and we did our research and found out that guess and jer bow was manufacturing in california. a friend of mine found a manufacturer manufacturing guess. he flew me out here. we didn't really know it that well. bunch of people were walking away. one guy says, you want me to -- you pay me more money? he spoke english. just kind of was our link to everyone. a guy named juan, he put us up on the denim spot, showed us where to ge...

African-american label making jeans as far back as levi's in american society. unfortunately, they've not had the staying power. >> thank you all. >> depending on the flavor of the day, the mood of the month, you know, whatever we're into, we wear it. we're proud to wear it. but we put it in a different class of distinction than other designs. and i think that has a lot to do with a lot of deeper discussions about self-esteem, distinctions in class, in race. brands are identifiers as to who wre from head to toe. and it's always like the grass is greener on the other side. >> what do you know a...

Out the box, off the block. just stuff from across the pond. he's wearing different type of bra brands. ♪ >> see everybody is wearing rocawear, sean john and phat farm that became standard to me. that was like normal to the point where it was minimal. i didn't want to do that. it got to things like prada and gucci and versace, john richmond, dulce and ga boa na, those brands. >> back when i was running -- the artists were talking about cross colours and karl kani. i think it's what was being preached to that consumer and that audience that loved their music. so now it's at i point where it's...

Thinking in our imaginations, they put it into reality. >> what i'm wearing here, this style stuff dapper dan was putting together on your shoe. dapper dan was putting together on your baseball cap. you know, the lv was on your baseball cap, on your pouch that hung from your neck. you know, dapper dan would use that where louis vuitton wouldn't. people who could afford it were going to dap instead of louis, you mow what i'm say something you may walk into louis vuitton and he looked down at you. especially in 1980. you went to dap, you feel at home. he's going to cater to your needs and take c...

High-end brands. ♪ >> i think when everything comes back around, we're at a period where we're trying to buy gucci and that happened in the '80s for me, you know. i remember that period. and that's where we're at right now. >> most urban people really don't want things made by other >> most you are ban people really don't want thing made by other you are an people. they want things that they normally can't attain. they want to buy into a dream like everyone else do. >> as acalture, we aspire to buy the guccis and the louis and the eve st. laurent. because that represents to us success. >> wh...