How Steve Stoute Fostered Hip-Hop Sneaker Collaboration With The Reebok S.Carter

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“I got this shirt because I got one for my son. His shirt says ‘The Copy’,” Steve Stoute jokes while referring to his t-shirt that reads, “The Original.” Stoute knows well the origins of what influence looks like – sounds like, and, more importantly, feels like. He explains the social capital during his coming-of-age, “[It was] Sergio Valente, Gazelles – they had glasses that everybody would wear with no [lenses]. Kangol, Lees, colored Lees, pinstripe Lees. ‘BVDs,’ which are like a rayon material. You’d wear two of them to get contrasting colors. So, you’d wear a base – one in black, and then a red.” In the conversations happening around the evolution of streetwear – it’s far from dead, yet, it stirs a reluctance of acceptance as a category – and exploring its roots in hip-hop culture during the 1980s and 1990s, Steve Stoute, Founder and CEO of cultural epithet and advertising agency Translation LLC, 2004. Stoute established his purview and conversation in a culture-shifting book titled The The Tanning of America: How Hip-Hop Created a Culture The Rewrote the Rules of the New Economy. A signed pair of the S.Carter sneakers created in collaboration with JayZ and Reebok, held...

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