There is much talk about pop culture’s influences on mainstream fashion; but seldom, beyond grossly oversized clothing and gaudy jewelry, does hip hop culture bear the acknowledgement of influencing sportswear fashion trends. At every turn there is a rap star releasing a new clothing line that is supposed to be representative of their personal style (often it’s anything but); but aside from Diddy's Sean Jean collection and Kimora Lee Simmon’s Baby Phat line (which technically did not descend from a rap artist) how many other urban sportswear clothing lines do you recall consistently seeing on the runways of New York, Paris, or Milan? Conversely, the market for high fashion apparel typically isn’t that of urban sportswear; which mainly appeals to teenagers and young adults in their late teens to early to mid 20s – unquestionably the most elusive, yet lucrative market segment to attract and establish brand loyalty.

Mainstream design houses like Tommy Hilfiger and POLO by Ralph Lauren managed to inadvertently corner the urban sportswear market in the 90s when their yuppie country club collections were profoundly embraced by urban hip hop communities for their bright colors, simplicity, and implied status. In today’s overcrowded market of better brands, success translates into understanding how the end consumer converts a designer’s point of view into a perception they want associated with their lifestyle.

Maryland based urban sportswear designer Daniel Olatunde of Xzuberance believes that the key to reaching this market is developing a brand via involvement. Hence Xzuberance’s activity based marketing schematic that involves campus runway shows, sports competitions, and programs designed to involve the target buyer on a level that allows them to personally identify and connect with the Xzuberance name; evoking a feeling that they somehow have a role in the progress and success of the brand.

“Xzuberance is about taking the creative energy of our youth and channeling it into something positive, says Olatunde.”

This spring, the company will host the "Xzuberance College Pool Tournament,” a pool contest between several schools that will award winners with college assistance stipends.

The style is identifiable - the simple concept of a polo shirt. The X factor is the communal effort to create a brand image that transcends merely selling a shirt. What Xzuberance vends is youthful optimism; using fashion to promote education and positivity – two things that hip hop culture typically fails miserably at endorsing.

Photos: www.xzuberance.com