The real start of urban clothing came about in the late 1970s and early 1980s as hip hop Air Jordan 15s music grew in popularity. Teenagers who listened to the music wanted to dress like their favorite artists and looked for clothing like they wore. Designers realized that this was a new market and immediately set about attaching themselves to different artists. Keds, Nike, Adidas and Kangol were the top brands. Cool J were both popular choices.

The 1990s saw a number of different changes in urban clothing. The use of brightly colored neon clothing was a look that people on the street could emulate. There was also a change as many people switched from Adidas shoes to Nike Air Jordan 8s shoes. This was partly blamed on NBA star Michael Jordan, who not only started wearing the shoes, but designed his own line for the company. There was also a type of urban clothing known as gangsta, which used oversize pants, flannel shirts and worn in shoes such as Converse.

Starting in the late 1990s and continuing today, hip hop artists Air Jordan 6s and designers have changed the face of urban clothing by launching their own lines. Tommy Hilfiger clothing grew in Air Jordan DMP popularity with the general public after rappers like Coolio, Puff Daddy and Snoop Doggy Dogg showed up in his clothes. The world also saw the launch of specific urban clothing lines including FUBU, Boss Jeans and Lugz. Artists such as Nelly, Puff Daddy and Eve also released their own clothing lines targeted Air Jordan 2010 toward the street or urban style.

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