He and Rubin famously discovered a young rap artist named LL Cool J and signed the first major white rap group, the Beastie Boys.

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But now the long-snooty brand's camel-black-red-and-white check drapes rap singers who rhapsodize about it in their gritty songs.

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You know, I've been to rap concerts where there were white rappers and completely white audiences, and they're not rapping about, you know, the kind of traditional hip-hop concerns about what life is like in the African-American community.

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