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From sweatshop to hip-hop: once ignored by fashion, youth of color become the focus of its marketing. (Culture).
India Arie is smiling down at you from a Gap billboard. A half-mile later, it is progressive hip-hop crew Black Eyed Peas looking fresh in Levi's Silver Tab jeans. Rewind two years, and it was Mos Def and Talib Kweli, then De La Soul.
Rewind 10 years, and hip-hop was absent in the mainstream fashion industry. The billboards would have featured thin, slightly curved white female models who refused to smile.
Ten years ago, when Gap Inc. and Levi Strauss & Company gazed into the future of their clothing empires, youth of color were an irrelevant demographic. The fashion powerhouses believed that hip-hop was an annoyingly violent fad that would pass through ...
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