URBAN fashion is going mainstream this autumn to attract men who have been put off in the past by extreme looks. The new trend shows that hip hop clothing is evolving along with the generation that grew up with it.

“The top brands that have survived in this market is recent years are now beginning to broaden their appeal not only to include men who previously believed the look too radical for them but also those whose tastes are moderating as they grower older.”

In a move specifically aimed at men over 20, a dressier look is the key development, with the new-look clothing set to be available for the first time in a few weeks.

Yukka.co.uk business is one of a very small number of British stockists for the new RocaWear ‘custom fit’ line that is aimed at this more mainstream audience.

The slimmed down version of the baggier styles associated with hip hop clothing – perfect for Britain’s taste for a more fitted appearance – comes from Jay-Z, owner of RocaWear, one of the world’s largest urban brands, with a promotional spend of more than £1 million.

The new lines minimise the big logos of the past and include sporty striped polo shirts, jackets and a number of jeans styles.

“It’s excellent for this maturing market. As rapper Jay-Z – Shawn Carter - says himself, ‘once I hit 30, I can’t wear jeans showing my underpants underneath’.”
The Custom Fit RocaWear Collection is available at Yukka today, with more styles added weekly!

Sits below the waist and is slimmer through the knee and thigh area - straight leg fit

This entry was posted on Tuesday, October 3rd, 2006 at 3:24 pm and is filed under Yukka. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.