Before developing our hoodie, we looked at the fit, the fabric, and the use of branding. The hoodie must be able to be worn as a fashion item as well as a protection, so we have chosen a fabric that is brushed inside, which makes it soft and warm. The logos form a coherence with which we propagate that we are part of a group that is ready for everything and also wants to conquer everything.
What was a shirt for our fathers is the hoodie for us. An item that cannot be ignored in history and our upbringing.
Hoodies are a big part of subcultures. The hoodie itself, meanwhile, evolved into a less fairytale-like entity. Before breaking into denim dungarees in 1982, the band Dexys Midnight Runners had an "athletic monk" period, wearing boxing shoes, tails, and hoodies - borrowed from the style of Liverpool football hooligans. These casuals were dressed in expensive casual clothes to impress the opponent on the one hand and not be recognizable by the club colors on the other. The fans of straight edge (hardcore punk fans who refrain from drugs, alcohol, and sex) were also keen on the hoodie. The most substantial subculture that adopted the hoodie as a uniform: that of hip-hop, which was perfectly reflected in several legendary record covers. Wu-Tang Clans Enter the Wu-Tang (36 Chambers), for example, or Public Enemy's It Takes a Nation of Millions To Hold Us Back.
"I can't never stop nobody, can't knock nobody hustle." - Notorious B.I.G.
