90s hip hop has been a pillar in creating innovation in music, and fashion. As hip hop gained popularity in the 90s, it was evident that a new fashion style was emerging. One in which would mark the end of an era and the beginning of a new one. Hip hop was building it's character through fashion and the world was curiously watching. From the late 80s and early 90s, hip-hop fashion was heavily influenced by knowledge of self. In this time, hip-hop was influenced by artists like Afrika Bambaata of the Universal Zulu Nation, A Tribe Called Quest, De La Soul, and Brand Nubians. These individuals were building a movement out of the creativity of a new generation of outcast youths with an authentic, liberating worldview. Hip hop fashion around this time was educational, empowering, and fun with a reflected of traditional African culture. Rappers were seen rocking the red, black and green African medallion, fitted snapbacks, leather bomber jackets, blousy pants, fitted jeans, afros and/or dreadlocks. Unfortunately, this movement did not last as major record labels found it more profitable to capitalize on selling meaningless fantasies of drugs, sex, and money in hip hop. This was where the big brands stepped in.