BTS @ the #FreshDressed movie premiere

July 15, 2015

Watch the trailer and then runnn and go see it!
Available in select movie theaters and on itunes and vimeoondemand!

On June 18th, I was invited to go Behind the Seams to the advance screening of FRESH DRESSED at the SVA Theater in Chelsea. This movie really hit home for me as an brand owner and entrepreneur. If you’re a frequent Behind the Seams reader, you know that I am a HUGE lover of documentaries and of learning about different artists so this was truly right up my alley. 

Me at the screening c/o Getty Images

I wanted to cover the screening and documentary itself sooner, but it has been a crazy few weeks and I’ve only been able to work on the blog during the wee hours of the night. So here goes. The documentary is a fascinating, fun-to-watch chronicle of hip-hop, urban fashion, and the hustle that brought oversized pants and graffiti-emblazoned jackets from the outer borrows to high fashion's catwalks and Middle America shopping malls (and to me, in “Money Making” Manhattan).  The important thing to realize is that this was an organic movement.  The establishment didn’t put marketing dollars behind it (and, indeed, barely noticed it until much later on).  The founders of brands like Cross Colours, Karl Kani and FUBU and Phat Farm and other brands from the era are self-made hustle-preneurs and marketing geniuses who really don’t get enough credit for what they collectively built.

I learned a number of things from the documentary:

  1. The customization “trend” has been around for ages – since the street gangs of the 70s, who sewed various insignias to their motorcycle jackets to call out their gang affiliation and, at the same time, to stand out individually. Second, 
  2. LL Cool J has serious balls.  Can you imagine, in this day and age, a celebrity filming a Gap Commercial donning another brand’s headwear?!?!?  And can you imagine that celebrity shouting out that brand in a commercial? Wow…
  3. Graffiti and street art influenced the vibrant colors used by brands like Cross Colours and the Shirt Kings, which LL Cool J made famous when he rocked their airbrushed LL b-boy tee.
  4. Channing Tatum was a Sean John model before he was Magic Mike (and he was a real “Magic Mike” before that)…

Customization before its time

The screening was a veritable who’s who of 80s and 90s hip hop royalty and urban fashion culture.  I was most excited to see Nas, who my husband quotes incessantly in inappropriate places (like my father’s Schul, my son’s Little Maestros music class, etc.).  Fresh Dressed features interviews with Kanye West, Pharrell Williams, Sean “Puffy” Combs, Nas, Pusha T, Swizz Beatz, Damon Dash, André Leon Talley, A$AP Rocky, Marc Ecko, Big Daddy Kane, Kid ‘N Play and many more.  It is directed by Sacha Jenkins, produced by Mass Appeal and presented by my friends at Goldwyn Films and Style Haul.  Check it out and let me know what you think.


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