“JRock” - Entrepreneur, CEO and CO-Founder of HIGHSTNDRD$

Origin of HIGH STNDRD$ ONLY

It all started with two brothers. It's a tale straight from the streets of Park Hill, Denver—a story etched in the very grit and grind of life. Jamal 'JRock' and Diogenes 'D' Wright, were born into a world where the streets whispered the influence of crime, violence, and the harsh realities of gang life. Unfortunately, their journey is tragically familiar to many of our youth.

As I sat down with them, it became clear that their path to transformation was marked by divine intervention. They humbly credited their elevation to the divine—'G-O-D,' as D reverently put it. While navigating through the issues of life, they drew strength from their roots, a family deeply entrenched in the world of music, and a profound appreciation for the lyrical geniuses and visionary entrepreneurs of Hip Hop.

“D” - Designer, Entrepreneur, and Founder of HIGHSTNDRD$

Nonetheless, the brothers' journey took them from the microphone to the runway, birthing the rap group, "Wright Brothers 26." Fueled by the digital age's potential to unlock unprecedented opportunities, they ventured into their second passion—the world of Fashion. D, in his creative cocoon, began to design T-shirts, shoes, and sweatsuits, but he knew that mere aesthetics wouldn't suffice. It wasn't enough for his creations to resonate with him alone; they had to speak to others in a solid way if he was to truly empower his community. He was on a mission to make a statement, and that statement had to resound with an impact.

Coming from the streets, he was naturally drawn to the raw and authentic world of Urban and Streetwear fashion, birthed by the soul of Hip Hop. Like any visionary designer, he looked back to those who paved the way, the trailblazers who ignited his youthful imagination. He remembered how it all began and set out to pay homage to the pioneers who laid the foundation.

“To know your future is to know your past”

Some fashion and brand consultants like Rob Norman, Professor at the Fashion Institute of Technology, and owner of “Planet Brooklyn Academy,” also known as “Brooklyn’s Mightiest Streetwear Brand,” have said that “many people starting streetwear brands won’t really be successful because they never really took the time to understand where streetwear comes from. They don’t know streetwear history.” But this is not the case with D as he is of a different mindset and won’t hesitate to tell you all about it. All the way back to the inspiration of “Dapper Dan.”

A Brief History of Streetwear

The Late 1970’s

In the late 1970s, the birth of Hip Hop ignited a cultural revolution. Back then, there were no clothing brands tailor-made for these artistic trailblazers. Yet, that didn't deter them from gracing the stage with unparalleled style. They took the elements they loved from their surroundings and wore them like the legends they were becoming. True fans of Hip Hop can recall the soundof groups like "Afrika Bambaataa" and "Grandmaster Flash and the Furious Five" sporting attire that defied convention. It was a futuristic blend of Clash of the Titans meets Star Wars. Some even rocked cowboy boots paired with leather pants, suede jackets adorned with frills, and spiked bracelets. Even though no one really wore this clothing in everyday life, somehow, they still became the ultimate trendsetters, marking the genesis of Hip-Hop's clothing legacy.

Afrika Bambaataa and the Soul Sonic Force

Photo by:r/RetroFuturism

Grandmaster Flash and the Furious Five

The 1980’s

As the '80s dawned, Hip Hop reached meteoric heights, with artists like Heavy D, Salt N Pepa, Eric B. & Rakim, Public Enemy, Run DMC, and LL Cool J leading the charge. They transitioned from penniless beginnings to financial prosperity, allowing them to indulge in the fashion they had always coveted. Custom-made garments became the norm. Enter the legendary Dapper Dan, hailing from Harlem, who pioneered the art of tailored outfits, many of them adorned with the iconic Gucci logo.

“Dapper Dan” - Still at it today!

The 1990’s

The 1980s and '90s were considered the golden age of Hip Hop—a time when creativity reached its apex. By the '90s, Rappers began creating their own clothing brands, igniting the flame for independent artists. Take, for instance, Kid N Play, pioneers of the era, who unleashed Fourplay—a revolutionary move that birthed one of the very first Urban clothing brands.

This era also birthed iconic Urban brands such as Cross Colours, FUBU, Maurice Malone, and Karl Kani, among others. These were visionary Black designers who intuitively grasped the desires of the artists they adorned. Rappers could now focus on their music while these designers curated their attire. These brands laid the foundation for what we now recognize as Streetwear. In a world devoid of Instagram or TikTok, they relied heavily on the power of magazines to set trends and captivate audiences.

The 2000’s - A New Millennium

Yet again, the tides shifted when Hip Hop's influence transcended the boundaries of the East and West Coasts, making its permanent mark on a global scale. It spilled beyond the urban confines into the suburbs, and the unmistakable sound of Hip Hop found a new audience—the skater culture. Prior to this seismic shift, skaters in the '80s and early '90s were grooving to the rhythms of Punk and Rock, and their attire mirrored that level of allegiance.

However, as the early 2000s dawned, Hip Hop's sonic waves washed over places no one could have foreseen. It became a global phenomenon. Enter Skater brands like LRG and The Hundreds, rising to the occasion. The cultural landscape shifted dramatically, with events like the XGames seamlessly weaving Hip Hop into their fabric. It was a convergence of forces, a perfect storm that altered the cultural trajectory forever.

It was around 2005, that we see another transformative shift. Urban brands, once dominant, started to fall off and die out, while titans like LRG and The Hundreds took center stage. It marked the genesis of what we now know as Streetwear—a phoenix rising from the ashes of Urban fashion. If you didn’t know, now you know - Streetwear is the fusion of Urban and Skate cultures, a harmonious blend that found its footing precisely when the Urban era faded. Simultaneously, a seismic shift in clothing styles also unfolded — baggy gave way to slim, redefining the Hip Hop clothing landscape.

As we pushed into the year 2010, Streetwear became a giant on the map, coinciding with the ascent of Sneaker Culture. Enter the age of Social Media, and it went crazy from there. Yet, the story is not over. It merely marks the beginning of an ever-evolving narrative.

Luxury Streetwear Today

Today, the Streetwear saga unfolds with a new chapter—one that seamlessly intertwines with designer luxury, birthing the phenomenon known as luxury streetwear. The pioneers of this fusion were brands like Supreme, Fear of God, and Off-White. They have all redefined the fashion landscape.

Jerry Lorenzo

Virgil Abloh

However, the genesis of this movement can be traced back to the incredible Japanese visionary named Nigo and his groundbreaking creation, "A Bathing Ape," affectionately known as Bape. Nigo's brand attracted celebrities and personalities like Pharrell Williams, Kanye West, Lil Wayne, and many more. In doing so, he reshaped the fundamental nature of street fashion, leaving a permanent mark. In a telling interview, Virgil Abloh himself likened Bape to "my generation's Chanel." Nigo set the gold standard for the harmonious marriage of luxury and streetwear, a legacy that continues to inspire and evolve.

NIGO

Image created and owned by Bape

Kanye, NIGO, and Pharrell

By the year 2015, giants like Nike and Adidas had their eyes on the Streetwear realm, eager for a slice of the pie. Kanye West took advantage of the opportunity. A visionary in his own right, Kanye set his sights on a revolutionary mission—to dismantle the fashion gatekeepers and forge a new path within culture's hallowed grounds. In one informative interview, he said, "I'm here to crack the pavement and make new grounds within culture."

Today, aficionados hold Kanye up as a true trailblazer, the first rapper to wield a sneaker with Louis Vuitton, and the mastermind behind the Yeezy brand. He pioneered the entry of Luxury Streetwear into the upper echelons of the market. In his wake, he inspired the likes of Jerry Lorenzo, and ultimately enlisted the visionary Virgil Abloh into his inner circle, giving birth to Off-White. As Streetwear expands its global reach, HIGH STNDRD$, too, stands as a testament to the enduring vision of this transformative journey.

HIGH STNDRD$ ONLY - The Crew, the Mission & the Message

This is the type of legacy that has inspired the HIGH STNDRD$ Crew. In their relentless pursuit of both music and fashion excellence, the Wright brothers enlisted the talents of two kindred spirits—Emmanuel Nti and Lakota Gray. Each bears a unique story soaked in personal trials yet a triumphant journey. They don’t just do clothing and apparel; they do clothing and apparel with a story and a unique message. It’s a message that’s been forged during the trials of life.

Like those that have come before them, they took advantage of adversity, and have learned what it means to place a higher value on self and to live by a higher standard. After speaking with them I have discovered that they won’t take no for an answer, and they will not stop until the job is done. With this mindset, they seek to inspire others to follow this principle and to except nothing but High Standards for themselves and all those they associate with.

Emmanuel “Manny” Nti - Designer and Photographer

Lakota Gray - Photographer and Content Creator

So, if you’re into Streetwear, you definitely want to check out HIGH STNDRD$. Or maybe you’re like me – the casual chic type. Even still - check them out as they have a little bit of something for everyone. It’s not just Streatwear, it’s designer fashion and apparel. Streetwear might be their product, but fashion is their game. Besides that, you have to love the message – High Values = High Standards.