1. Cross Colours: Defining Urban Streetwear in the ’90s
Cross Colours was more than just a clothing brand; it was a cultural statement. Founded in 1989 by Carl Jones and T.J. Walker, it quickly became a symbol of unity and pride for Black youth in America. The brand’s bold colors and oversized designs screamed individuality, but what made it truly revolutionary was its mission to spread positive messages. Slogans like “Stop D Violence” and “Educate 2 Elevate” were plastered across T-shirts and jackets, reminding us that fashion could be a force for change. Cross Colours didn’t just reflect the hip-hop culture of the ’90s; it helped shape it. From Tupac to Will Smith on The Fresh Prince of Bel-Air, everyone who was anyone rocked their designs. Their bold use of kente cloth patterns and African-inspired designs brought heritage to the forefront of mainstream fashion. The vibrant color palette wasn’t just eye-catching; it was empowering, allowing wearers to stand out in a world that often tried to make them fade into the background.
Despite its initial boom, the brand struggled financially by the mid-’90s but found new life in the 2010s as nostalgic streetwear surged in popularity. Today, Cross Colours has a second wind, reminding a new generation of its powerful message: “Clothing Without Prejudice.” It’s amazing how this brand made something as simple as a hoodie or pair of overalls feel like a badge of honor. Cross Colours gave young Black kids permission to be unapologetically bold and proud of their roots. The impact this brand had on mainstream fashion can’t be overstated, paving the way for other streetwear lines to enter the conversation. Beyond the threads, it was a movement—one that united communities and inspired millions. Their story is a testament to the resilience and ingenuity of Black entrepreneurship. Learn more about their new collaboration from WWD.
2. FUBU: For Us, By Us
FUBU wasn’t just a clothing line; it was a movement born out of necessity. Launched in the early ’90s by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, FUBU aimed to create a brand that truly represented the culture of its audience. At the time, Black people were influencing music, dance, and streetwear, but mainstream brands rarely catered to their needs or aesthetic. FUBU filled that void with oversized jerseys, bucket hats, and bold logos that quickly became synonymous with hip-hop fashion. Their marketing was genius, too—Daymond John famously loaned LL Cool J some FUBU gear for a promotional shoot, and the rest is history. LL even snuck the brand’s name into a Gap commercial, giving FUBU priceless exposure according to the Root.
The brand’s tagline, “For Us, By Us,” wasn’t just catchy—it was a declaration of self-sufficiency and empowerment. FUBU wasn’t asking for a seat at the table; it built its own. By the late ’90s, FUBU was everywhere, from music videos to sitcoms, and even became a staple in suburban malls. It served as a reminder that Black culture could thrive on its own terms, unapologetically and profitably. Though its popularity waned in the 2000s, FUBU is enjoying a nostalgic revival today, with collaborations that celebrate its legacy. FUBU didn’t just make clothes; it made history, inspiring countless other Black-owned brands to dream big explains EBONY.
3. Sean John: A Diddy-Sized Revolution
Sean John was Puffy Combs’ brainchild, launched in 1998, and boy, did it make waves. At a time when urban wear was dominated by oversized silhouettes, Sean John brought a touch of sophistication to street style. Think tailored velour tracksuits, sleek leather jackets, and stylish casualwear that could take you from the block to a boardroom. It blurred the lines between luxury and streetwear in a way that felt fresh and aspirational. Sean John wasn’t just about looking good; it was about leveling up. Diddy didn’t just slap his name on the label—he was actively involved, making sure the designs reflected his own polished, larger-than-life persona.
Within a few years, Sean John was the go-to for anyone wanting to make a statement without sacrificing comfort. The brand became so iconic that it even earned a spot in the high-fashion world, winning the prestigious CFDA Award for Menswear Designer of the Year in 2004. That’s no small feat for a label rooted in hip-hop culture. Sean John set a precedent for urban brands to compete in high fashion, proving that the streets could walk the runway. While its popularity ebbed in the 2010s, it remains a symbol of ambition and style for those who remember its heyday. What’s happening to the clothing brand now? Find out from Fox Business.
4. Karl Kani: The Original Streetwear Pioneer
Karl Kani is often called the “Godfather of Urban Fashion,” and for good reason. Founded in 1989 by Carl Williams, the brand was one of the first to blend high-end tailoring with street style. Williams grew up in Brooklyn and started designing clothes in his teens, inspired by the vibrant culture around him. His designs quickly gained attention, and he turned his hobby into a business, coining the brand name from his nickname and a question he often asked himself: “Can I?” His signature baggy jeans, oversized tops, and bold logos became a staple in hip-hop fashion, with stars like Tupac, Biggie, and Aaliyah wearing his pieces says Flaunt Magazine.
What set Karl Kani apart was its commitment to representing the streets authentically while pushing the boundaries of what urban fashion could be. The brand was one of the first to recognize the power of celebrity endorsements, long before social media made it standard practice. By the ’90s, Karl Kani was a global phenomenon, with boutiques in major cities and a loyal following. Williams didn’t just design clothes—he created a movement that showed young Black entrepreneurs what was possible. Though the brand faced challenges in the 2000s, it has remained relevant through reimagined collections and collaborations. It’s a testament to the enduring appeal of a brand that dared to dream big.
5. Phat Farm: Russell Simmons’ Fashion Empire
Phat Farm was the brainchild of Russell Simmons, launched in 1992 as a fusion of hip-hop culture and preppy aesthetics. Simmons envisioned a line that could balance streetwear with sophistication, appealing to both inner-city kids and suburban teens. Phat Farm’s polos, sweaters, and classic sneakers brought a polished vibe to urban fashion, showing that you didn’t have to sacrifice style for swagger. What made Phat Farm revolutionary was its ability to redefine hip-hop fashion without diluting its roots. It wasn’t about following trends; it was about setting them.
The brand’s iconic “P” logo became a status symbol, appearing on everything from varsity jackets to sneakers. Phat Farm’s success paved the way for Simmons to expand into other ventures, including Baby Phat, which targeted women and became a cultural phenomenon in its own right. At its peak, Phat Farm was a multimillion-dollar empire, proving that hip-hop fashion could compete with legacy brands. Though it’s not as prominent today, its influence on the industry is undeniable. Phat Farm taught us that blending cultures and styles wasn’t just possible—it was profitable. Simmons’ vision showed the world the power of Black creativity in shaping global fashion.
6. Baby Phat: Glamour Meets Streetwear
Baby Phat was more than just a spinoff of Phat Farm—it was a revolution in women’s fashion. Founded in 1999 by Kimora Lee Simmons, it brought a feminine touch to the urban wear space, which had largely been dominated by men. With its signature cat logo and bedazzled designs, Baby Phat became a symbol of empowerment, style, and success. It wasn’t just about looking good—it was about feeling confident and unapologetically glamorous. From velour tracksuits to low-rise jeans with embellished pockets, Baby Phat gave women a way to embrace their curves and individuality.
The brand became a cultural staple in the 2000s, with everyone from Beyoncé to Britney Spears rocking its designs. Baby Phat wasn’t just clothes; it was an attitude, one that celebrated boldness and beauty. Kimora’s presence as the face and driving force behind the brand also made her a role model for aspiring entrepreneurs. Though the brand faded from the spotlight in the late 2000s, it made a comeback in recent years, tapping into nostalgia and reintroducing its iconic styles to a new generation. Baby Phat’s legacy lies in its ability to make every woman feel like a queen, no matter where she came from.
7. Pelle Pelle: The Leather King
Pelle Pelle was the epitome of cool in the ’90s and early 2000s, particularly for its custom leather jackets. Founded in 1978 by Marc Buchanan, the brand initially catered to the hip-hop and streetwear crowd but quickly expanded its influence. Pelle Pelle’s designs were all about boldness, featuring intricate embroidery, flashy colors, and statement-making logos. It wasn’t uncommon to see rappers, athletes, and trendsetters sporting Pelle Pelle jackets as a status symbol. Owning one of these jackets meant you had made it—or at least wanted the world to think you had.
The brand didn’t stop at leather; its collections also included jeans, shirts, and accessories, all with the same flair for extravagance. Pelle Pelle’s popularity transcended the streets, becoming a fixture in music videos and album covers. Despite its iconic status, the brand faced challenges in maintaining relevance as trends shifted toward minimalism in the 2010s. However, it remains a beloved part of hip-hop history, with its designs still coveted by collectors and fashion enthusiasts. Pelle Pelle showed us that fashion could be a canvas for self-expression, turning every jacket into a wearable masterpiece.
8. Coogi: The Art of Luxurious Knitwear
Coogi became synonymous with opulence in the ’90s, thanks largely to its association with hip-hop legends like The Notorious B.I.G. Originally founded in Australia in 1969, Coogi was known for its intricate, colorful knitwear. By the time it reached American markets, it had been adopted by hip-hop culture as a symbol of success and status. Biggie famously referenced the brand in his lyrics, cementing its place in the hearts of fans worldwide. The sweaters, with their chaotic yet mesmerizing patterns, were instantly recognizable and became a go-to for anyone wanting to stand out.
What made Coogi so influential was its ability to bridge worlds—it was luxury, but it was also street. Rappers weren’t the only ones rocking the brand; it found its way into TV shows, photo shoots, and high-profile events. Despite its hefty price tag, Coogi became a staple for those wanting to flex their fashion sense. Though its popularity waned in the 2000s, the brand has made a quiet comeback, leaning into nostalgia and its rich cultural ties. Coogi’s legacy lies in proving that knitwear could be anything but boring, transforming a cozy sweater into a statement piece.
9. Rocawear: Jay-Z’s Blueprint for Style
Launched in 1999 by Jay-Z and Damon Dash, Rocawear quickly became a juggernaut in the urban fashion world. The brand represented everything that Jay-Z stood for: ambition, sophistication, and a relentless hustle. Rocawear’s aesthetic was versatile, offering everything from baggy jeans and graphic tees to upscale outerwear and accessories. What set the brand apart was its ability to evolve alongside its audience, growing from streetwear roots into a more polished, aspirational line.
By the early 2000s, Rocawear had achieved mainstream success, appearing in malls, music videos, and even runways. Its advertising campaigns, often featuring Jay-Z himself, emphasized the brand’s connection to success and cultural influence. Rocawear didn’t just sell clothes; it sold a lifestyle, one that celebrated ambition and achievement. Though Jay-Z eventually sold the brand, it remains an iconic part of his legacy. Rocawear showed the world that fashion and hip-hop were not just linked—they were powerful business partners.
10. Ecko Unlimited: Where Graffiti Met the Mainstream
Ecko Unlimited was the brainchild of Marc Ecko, who launched the brand in 1993 with a bold vision: to bring graffiti-inspired streetwear into the mainstream. With its signature rhino logo and graffiti-style graphics, Ecko stood out from the crowd. The brand’s early designs were heavily influenced by hip-hop and skate culture, making it a favorite among young, rebellious trendsetters. What started as a T-shirt line quickly expanded into a full-fledged fashion empire, offering everything from hoodies to footwear.
By the 2000s, Ecko was a cultural force, with its designs appearing in video games, music videos, and films. It became one of the first streetwear brands to gain acceptance in mainstream fashion, showing that edgy, urban aesthetics could have mass appeal. While its popularity has since declined, Ecko’s influence is still felt in today’s streetwear scene. The brand proved that you could stay true to your roots while reaching a global audience, blending art, culture, and commerce seamlessly.
11. Southpole: Affordable Urban Fashion
Southpole was the brand that made streetwear accessible to everyone. Founded in 1991 by David and Kenny Khym, two Korean-American brothers, the brand catered to the growing demand for urban fashion without the hefty price tag of its competitors. Southpole became a staple in department stores and malls, offering a range of styles that mimicked the trends set by more expensive brands. From baggy jeans to graphic tees, Southpole provided a way for kids on a budget to stay stylish.
What made Southpole special was its commitment to quality despite its affordability. The brand didn’t cut corners, ensuring that its designs were durable and fashionable. For many, Southpole was an entry point into the world of streetwear, offering a sense of belonging without breaking the bank. While it didn’t have the same cultural cachet as brands like FUBU or Sean John, Southpole played an essential role in democratizing urban fashion. Its legacy is one of inclusion, proving that style should be for everyone.