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Great moments in urban branding: Run DMC


We never wear the pants they call the Calvin Klein's/Cause Calvin Klein's no friend of mine/Don't want nobody's name on my behind/Lee on my legs, sneakers on my feet/D by my side and Jay with the beat!! Run DMC, Rock Box

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This was easily the first rap protest against the dreaded skinny jeans!! People forget that rap was coming out of the Disco era. It was a rebellion against that pop'ish lifestyle. All the Dicso dudes wore super tight jeans. Rev Run and Deacon DMC were not having it. Now that I think about it, this was the first time I remember a jeans company getting a shout out from rappers. Lee jeans won big on that one. I wonder why they never tried to get in good like Adidas? I'm pretty sure this came out a few years before "My Adidas"...Lee could have taken full advantage. Maybe the "advantage" was free branding in a demographic they never advertised in...

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