Soon after Jay Z and Dame Dash launched hip hop clothing brand Rocawear and gained noteriaty for their
success, other artists began to take notice. In 1998 Sean Diddy Combs launched the clothing line Sean John.
Starting with brand signature tees, headbands, and wristbands, Diddy too found major success in fashion. By the time
he really understood everything behind fashion, he had an incredible following for his brand and a skyrocketing demand.
Since The Fubu era and when Hip Hop artists pioneered new territories of business like Diddy, Dame Dash, and Jay-Z, many
more have been inspired. Hip Hop clothing lines by the Ruff Ryders, wu tang, Pharrell, Eve,
and more were launched by high profile rap music artists in a second generation of brands.
By the second Hip Hop clothing generation there was much change. Brands such as Bape Sta by Nigo,
Ice Cream by Pharrel, and Baby Phat by Kimora Lee changed the fashion standards originally set.
In fact,
Hip Hop clothing markets were expanded at that point to include attire that was more than casual but
also for the more conservative individual. Typical color patterns, extended length of jeans, and fit all were changed
to fit a new late 90s generation of artist.
One standout from the second generation of rappers turned fashion designers was platinum St.Louis act Nelly. Not only
did he start a men's clothing line named "Vokal," that was a hit in areas, but had a new thought. Nelly birthed
the idea of a women's clothing line designed to fit a woman as a man would love to see. Titling the womens'
hip hop clothing line "Apple Bototms," it became a huge global success. Working togethor
with co-founding cousin Yomi Martin, the two eventually let go of the Vokal clothing brand as a focus and
explored the women's fashion range deeper.
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