The keyword "90`s" is inescapable when discussing today's fashion. B-BOYs" swept the streets during this era. Wearing oversized blousons, thick pants, and voluminous boots on their feet, B-Boys paraded the streets wearing loose-fitting clothes and listening to mixtapes on their Walkmans.
As for the roots of the style, American hip-hop artists are the ones that quickly come to mind. We have illustrated an iconic piece worn together by three rappers, Redman, Eric Salmon, and Keith Murray. They wore nylon blousons, mainly from sports brands. The brand that represented them was "Helly Hansen. If you search "Helly Hansen" or "hip-hop" on the Internet, you will see such artists. It goes without saying that rappers with strong physiques and boldly colored marine wear are a perfect match.
There is an artist here in Japan who embodies this "rapper x Helly Hansen" style even today. You may know him as ZEN-LA-ROCK, who presides over ALL NUDE INC. In the music video for "MAGiC SUMMER feat. MAGiC BOYZ" released this summer, he is seen wearing Helly Hansen clothing.
What kind of presence does Helly Hansen have for ZEN-LA-ROCK? We asked him to comment.
I first became aware of Helly Hansen when I saw rappers in New York wearing the brand in the mid-90s, and I was very impressed with the Big L and Redman ads. So I have an image of the brand as a brand with great colors and materials that can be worn in that way.
He then told us about the background of wearing Helly Hansen items in the music video.
I felt that the image of MAGiC BOYZ and the fresh colors of Helly Hansen's clothes would go well together, so I decided to wear them. I thought it would go well with the tune of the song! I hope you will watch the music video. I hope you will watch the music video.
Starting in the 1990s, "Helly Hansen" has been gaining recognition as a fashion item. The design, with its linear arrangement of colors such as yellow, red, and blue, gives the wearer a strong sense of practicality in the fashion scene. Above all, don't forget that the rappers of the 90's added a cultural aspect to the Helly Hansen wear, leading the wear to a deeper zone of appeal.
