Do You Really Want Hip Hop Fashion for $9.98?

Article written by: Jennifer D. Carroll
Posted on: February 11, 2009

by: Jennifer D. Carroll

Hip hop has always been about being a bit braggadocious.  It is all about presentation.  A fly whip.  Expensive clothes. Clean sneaks.  The goal is to stay flyer and nicer than the next man.  It’s about pressing for the seemingly unattainable…at least in the most superficial sense.

The reality is, a lot of people who subscribe to an ‘urban’ lifestyle don’t necessarily have the finances to back their play. Especially in these times when the recession is in full effect, who in their right mind is going to go out and snatch up that $130 outfit for their 12 year-old (who will outgrow it in 6 months)?

Similarly, with gas prices, housing expenses, and utility costs all on the rise,  those $200 Air Jordans are battling for position with that $180 electric bill that just came in the mail.  The question is, will style or substance prevail?

Recognizing the plight that a lot of families are facing, many hip hop clothing companies are trying to make hot urban styles within everyone’s reach.

Back in September 2006, NY Knicks star Stephon Marbury launched his clothing and shoe line “Starbury” in an effort to compete with higher priced products also endorsed by celebrity athletes.  The line, which was initially offered exclusively by Steve & Barry’s retail clothing chain but is now offered online, features sneakers that start at $9.98. His Starbury T-shirts, hoodies, jerseys, jeans,warm up outfits,  polo shirts and skateboard shoes range from $9.98 to $22.98.  Note:  many of the lower-priced items have sold out already.

BusinessWeek even cited the Starbury as one of its best products of 2006.  In a segment of the TV news show 20/20, Stephon Marbury stated, “If you take my shoe and you take a $150 shoe, cut it down in half, and it do the exact same thing”.

LL Cool J designed his own clothing line in similar fashion, marketing his namesake fashion line exclusively in Sears department stores nationwide.  Debuting in 2008, the line boasted urban fashions available from $22 for a T-shirt to $50 for jeans.

Six months after its initial release, the clothing line is apparently experiencing very low sales numbers and the rumor mill is flying that the line may not make it to the end of the year.

The question that no one can seem to figure out is whether consumers actually DESIRE low-cost urban clothing.

Sure many people NEED low priced fashions, but for many folks the whole idea of hip hop fashion is to demonstrate individuality and exclusivity– to be the only cat on the block with a limited edition COOGI sweater on his back. Investing in fashions that most people can’t afford is the point, and a widely accepted credo of the lifestyle.

Unfortunately, the problem with this philosophy is that a lot of people become more concerned with seeing their kid in the latest $120 Sean John outfit, than with making sure that the kid does his homework.  They are similarly more concerned with getting themselves the latest Jordans, than putting that $200 aside for savings or investments.

Personally, I applaud Marbury, LL Cool J and the other fashion entrepreneurs who are pragmatic enough to address this conflict and are attempting to create solutions to this very real issue. Hopefully one of the good things that will come out of this recession is a shift in consciousness for people to start evaluating their materialistic priorities and making the necessary adjustments.  I believe these lines will prove out that you don’t have to sacrifice style to save money.  Let’s see if cash-strapped consumers pay attention.

If you’re into urban fashion, what’s your thoughts? Comment below.