Many inner-city youths over the years were able to proudly wear their identity literally on their chests with brands like FUBU (For US By Us,) Karl Kani, Phat Farm, Sean John or Rocawear; however these brands have noticeably disappeared from the major retailer shelves over the years leaving a void in the urban fashion market. Once again, ghetto youths have been forced to support billionaires that don’t look like them through either sports garments or some over-priced garments that command an exuberant price simply because it has the name of some random guy in Italy who wouldn’t be caught dead listening to dancehall, rap, hip hop or even R&B but have no problems getting richer off a new generation of youths that they often don’t acknowledge exist.
However, with the “Black Lives Matter” movement in the USA, opposition to monarchies in Europe, colonialists in Africa and a general new emancipated thinking and push for equality globally, this generation is listening to the music that they identify with, watching reality shows that reflect their lifestyle and when given the option, wearing clothes that represent them. This is why there is confidence that the Official VK Line, brand based on Vybz Kartel’s Gaza Movement, communicated through is music is poised to take over urban fashion globally.
Unlike most of the other successful brands that started out as unknown brands born in NYC that utilize mass marketing and public relations to expand outside North America, the Gaza Movement is arguably the most powerful movement to emerge for ghetto youth throughout the four corners of the earth with a pent up demand for clothing to finally show their pride of who they are – often poor ghetto or inner city youth with a burning desire for financial success who feel no less than any human despite the circumstances and identify greatly with Kartel’s lyric “afta yuh nuh more dan mi”. It is a maxim that has spread throughout the earth to the point where buses in Kenya are painted with Kartel all over it, Scandinavian kids in north Europe choose his songs for their dance-offs and the first English phrase Japanese youths say is “Gaza for life!”. The brand is “for the dancehall, by the dancehall”.