NewswireToday - /newswire/ -
Brooklyn, NY, United States, 2007/02/08 - With apparel adorned by visionary rapper, producer, and social commentator Kanye West in the new video “I still love H.E.R.” by Japanese artists the Teriyaki Boys.
Troop, official licensee of Innovative Custom Brands (ICB), takes great pleasure in announcing its newest appearance on today’s international music scene. Troop earns its reputation for being the incendiary force behind today’s ath-leisure fashion movement. This landmark video marks a real triumph for the newly revamped brand, driving home its pivotal place in the popular culture it has called home since 1986.
“From his unique musical voice to his commentary on Bush and Hurricane Katrina, Kanye West is making a real impact on the world both musically and socially—setting the bar for the style and innovation hip hop fans demand,” says Chuck Hellman, President of Troop. “People like Kanye West know what’s hot—be it retro or alternative. So seeing him in Troop really makes a statement about the timeless appeal of our brand.”
True to form, 2007 has started off strong for these urban fashion trailblazers, beginning with a New Year’s collaboration that took place on the revolutionary new Internet TV station RockMeTV. Troop has recently partnered with this new media outlet, providing Troop gear to their video jockeys and live audience members as part of their consistent efforts to regain their position as THE urban apparel company on the hip-hop scene.
With its dedication to new media like RockMeTV and its influence on the hip hop market for almost a quarter century, Troop is demonstrating a real flair for providing the media breadth so essential to commercial success in the information age. In addition to Kanye West’s impromptu appearance in vintage Troop gear, the Troop brand has been seen on many of the world’s most legendary hip-hop artists from L.L. Cool J to Ghostface Killah and continues to maintain a distinctive identity in the fluctuating fashion marketplace.
“It’s always been our pleasure to add our special flavor into the mix,” says Hellman. “Hip hop is always evolving—with international acts like the Teriyaki Boyz redefining what the term hip hop even means. It’s always been our goal to stay at the cusp of this market and we’re glad we have a place in this new evolution.”
Since its inception, Troop has always focused on providing leading edge ath-lesiure garments that reflect the potent personalities of their customers. With contemporary hip hop fashion trends now spreading across the globe and into Japan, this video marks a new beginning for Troop, who has its sites on the Asian market and beyond.
“When we saw the spot we knew it was big,” says Hellman. “And it provides a great contrast to Nigo’s Bape brand--melding our old school fashion styles with their influential predecessors. It’s a real boon that hip-hop innovators understand the importance Troop has on the urban landscape. But it’s really just an honor to have them wearing our gear,” Hellman says.
Born in the Bronx in 1986, Troop is a historical icon on the Hip-Hop fashion scene, setting trends that have been largely imitated but never reproduced. Responsible for creating Vintage ath-leisure garments, Troop is more than a brand; they are a vision in artwork that moves. Specializing in footwear and urban-lifestyle apparel, Troop is always on the cusp of contemporary urban culture, standing alone as a pioneer in the melding of street and style. Troop gear is available through eastbay.com, Pac Sun Outlets, and YRB Soho/NYC, among others.