Hip hop clothing sales growing

Sales of hip hop fashion are on the increase in the UK . The commercial quality of hip hop music acts are driving sales and online retailers are bearing witness to the movement. "The sector is seeing doubled sales in the last year as street wear clothing takes off," Robby Sur, managing director of urban and hip hop fashion etailer Yukka, told fibre2fashion. "Hip hop labels provide a level of individuality for youth, allowing young people to feel like their favourite rapper or singer while setting their own trends." Rappers like 50 Cent, Jay-Z and P Diddy have even launched their own fashion labels with great commercial success. "The market for hip hop was initially a niche one with purchases by hardcore hip hop fans only," said Sur. "Now it's more diverse, with a wide range of ages becoming interested, from 10-year-olds up to people in their mid 30s." Another reason for the increasing popularity of hip hop fashion in the UK is that US hip hop manufacturers work have worked together with European distributors to adjust sizes according to our preference for slimmer fits. And now domestic players like King Apparel and Projekts NYC are also gaining ground. Currently menswear still accounts for 90 percent of Yukka's sales, although the womenswear component is starting to grow.