Can’t knock the hustle.
We recently sat down with Roc-A-Fella co-founder Kareem “Biggs” Burke to talk the melting pot that is sneakers, fashion, and hip-hop culture.
Biggs’ role in setting up Roc-A-Fella was instrumental to the success of artist like Jay Z, Cam’ron and Kanye West — and subsequent successes of Don C and Virgil Abloh. But it’s not just all about the music. From early on, Burke has always had the eye for style and recognized a convergence of fashion, sneakers and the hip hop culture long before it hit the mainstream.
The OG has himself launched a handful of fashion-forward projects, notably his Roc-A-Fella x Nike Air Force 1 from 2002, to his labels Roc 96 and REDO, to a killer collection of custom “Reasonable Doubt” Air Jordans and Nikes (pictured further below) — Burke really has his hand in everything.
In the interview, Biggs speaks on how Roc-A-Fella came to be and how their influence helped bridge the gap between music, fashion, sneakers, and the mainstream. This is a must see for any serious hip-hop fan! Check it out below!
Shot and interviewed by the brodie Phil Tursi.
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