On August 11, 2023, a significant milestone was reached: the 50th anniversary of Hip Hop. The journey began precisely on this day in 1973 when an eighteen-year-old DJ named Kool Herc organized a spirited back-to-school gathering for his sister in the vibrant heart of the South Bronx. Little did anyone know that this event would ignite a force so potent, it would revolutionize every facet it brushed against—music, art, culture, and fashion.
Hanes wanted to pay homage to this iconic milestone of music history. So we decided to speak from the perspective of the singular once-undergarment that Hip Hop elevated to extraordinary prominence over the decades —the iconic white tee.
An Ode to Hip-Hop
In our quest for the film's cast, we sought individuals who authentically embody the culture and possess a genuine understanding of what the White Tee signifies within the Hip Hop community. To achieve this, we carefully selected our cast and filmed in the heart of the Hip Hop Mecca, New York City.
Fresh & Authentic
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We were truly fortunate, as our search led us to not only discover authentic New Yorkers but also afforded us the opportunity to shoot some influential and well-known figures from the city, including A$AP Tyy, Amaurys Grullon, DJ Spinelli, Hassan Rahim, Remy Banks, SPORTY!, and Tweek Tune.
In celebrating Hip Hop's 50th anniversary we also acknowledged the equal importance of The NEXT 50 years. In addition to the film, we gifted the Iconic White Tee in custom boxes accompanied by personalized letters to 50 artists of the next generation who we believe are embracing and stretching Hip Hop to new lengths.
Looking to The Next 50
Hip Hop’s Bright Future
Finally, we turned the spotlight onto three artists from our Next 50 list, inviting them to share their unique perspectives on the evolving landscape of Hip Hop and what the white tee signifies to them as artists.
RESPONSIBILITIES: Art Direction, Concept Development, Design
AGENCY: The Martin Agency
WITH: Jacob Knight-Thomas (CW), Rushil Nadkarni (ACD)