When hip-hop first popularized in New York, Adidas and Pro-keds among other brands clung to rappers as advertisement sources. In the 1980's, tracksuits, sheepskin and leather jackets, and name brand sneakers with oversized shoelaces became the style, and the Jheri curl was the typical hairstyle for a rapper. By the 90's hats, chains and dreadlocks constituted the style of choice. When gangster rap started to emerge in LA through NWA and other groups, baggy pants, along with Raider's jerseys and hats, became a symbol of hip-hop mentality and lifestyle. For NWA, who created this trend, the colors and design meant a symbol of strength and pride. Because of the strong gangster influence in the West Coast rap scene, and the dominance of blacks in hip-hop, gang activity, blackness, and Raiders became synonymous.[10].
In addition to wearing Raider gear as a sign of toughness, groups like NWA sought to profit off of sports gear by changing the negative connotations and ideas of what the clothing represents. Because of the association with gang culture, team clothing was banned in public schools nationwide. Instead of inciting violence in children, rappers argued that it served as a form of expression and source of confidence. In rap music, it was apparent that these labels were considered a source of pride and identity for artists. Because NWA was able to associate itself positively with the Raider's label, their sales revenue quickly increased from $30 million into $3 billion.[9] Some rappers like Jay-Z and 50 Cent went through significant transitions in their clothing and styles for business interests. While establishing themselves in the industry, they wore baggy clothing and closely associated with street culture. When these elites started to realize that parents would dislike the influence of their music, they started to wear suites to appear more professional to their audience.
