Remembering Nipsey Hussle

The man born as Ermias Joseph Ashgedom became Nipsey Hussle and his metamorphosis went beyond his name. Nipsey Hussle’s legacy is rooted in grit and perseverance, manifesting itself through his life, music, and brand. As a clothing and lifestyle brand, TWENTY1RICH recognizes quality and talent when we see it; what Nipsey Hussle did with The Marathon Clothing (TMC) is nothing short of extraordinary and it is our honor to celebrate it.
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          A blue and gold “Crenshaw” crew neck that appeared in his music video “Hussle in the House” back in 2008 set Nipsey’s fashion brand in motion. Fans kept asking for the sweatshirt at Nipsey’s shows and what started as music video custom design soon became the apparel line. The Marathon Clothing grew with the addition of t-shirts, pants, and accessories for men, women, and kids. Nipsey knew that his community wanted things of value that represented them and now he was supplying that demand.
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          The beauty of The Marathon Clothing is the forward thinking philosophy fueling it. Nipsey recognized the value of a retail space as an experience, where the guest is surrounded by branded products curated by the artist. True to his long-term vision, he incorporated technology into his store in order to fuse his music and products together. By giving his fans an app that unlocks exclusive music and video when they scan the TMC logo at the store, he disrupted retail and created an “Urban Sanrio” for the brand at 3420 W Slauson ave.
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           Nipsey Hussle always looked into the future, vertically integrating hip-hop, fashion, and technology to serve his fans and lift his community via the Marathon store. In an evolving world where marketing is constantly changing, Nipsey Hussle took full control of his brand and created a smart store where content was not compromised. He was a leader and an activist that did not surrender to sociopolitical obstacles, proving that staying true to your values brings love, respect, and success. The Marathon continues and Nipsey Hussle’s powerful legacy will ensure that he lives on through many generations.