And I think it's very possible right now for white kids to experience hip-hop without experiencing any ideas of blackness or any ideas of connecting with the African-American community.

NPR: Book Looks at White Youth and Hip-Hop Culture

That's the only way you really expand the music and let kids who are in love with hip-hop know that it's okay to try something new.

NPR: Queen Latifah on 'Trav'lin' Light'

The same hip-hop crowd that made the clothes famous eventually helped to sink the brand, after white suburban kids decided that they'd had enough of the gangsta look.

FORBES: Cult brands