10/4/19 FRIDAY DROP: HUSTLE

With Hip Hop being one of the leading creative forces behind the brand, today's drop was inspired by none other than: Mr. Shawn Cater better known as Jay-Z.

It all began with a reference from Hov's song "U dont know" on his "The Blueprint" 2001 Album. In the final verse, Jay-Z spits: I sell ice in the winter, I sell fire in hell. I am a hustler baby, I'll sell water to a well.

Since a "well" wouldn't be as visually interesting, we decided to take a play on words and use a "whale" in the graphic of our latest drop. After all, selling water to a WHALE is one hell of a HUSTLE!

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