Frontin ‘: The story of the most influential music video in the history of men’s clothing

In just four minutes, Farrell’s 2003 single, “Frontin,” travels us through a house party in Miami. Lenny Kravitz has teamed up with Japanese streetwear designer Nego. Lanisha Cole utters the secret phrase to enter the party – “Neptune presents the clones” and immediately catches Farrell’s eye. J-Z, in a banana-yellow shirt, appears in moments, mostly through the lens of a digital camera. A halfpipe, skater and red solo cup that are always long lasting in the background are welcomed in equal measure. For a certain type of young man, it was revolutionary.

Rhude designer Rhuigi Villaseñor was one of those boys. He was about 10 at the time, and remembers catching every reference in the clip instantly. “It was a preview [Pharrell’s brand] Billionaire Boys Club]And I remember I was like, ‘What’s that T-shirt? I need it, I need ice cream, “said Villasener. Some funny things happened after that, he says. Rappers keep starting the fashion line. Nego began cooperating extensively in the state. The relevance of skateboarding exploded. A hip-hop-driven, street-clothing lifestyle approach presented by “Frontin” in 2003 was basically a blueprint for something that has become cool in 18 years.

“‘Frontin’,” Villasner declares, “is probably the most important music video for our culture.”

After watching the video, Villaseñor thinks, “We want a T-shirt company, we want a brand, we want to skate and we want to hang out with Nego.” Courtesy of Arista and Star Trek

There were a lot of early ones in the video “Frontin” introduced the world to Farrell’s BBC brand and helped put Lauren London and Cole on the map. Howe spoke publicly for the first time about her relationship with Beyonc এবং and put a Japanese streetwear designer on her party guest list. As Vilasener puts it, Farrell’s Admiralty Pigeon Royal Oak perpetual calendar was also constructive in the watch world. “Back then, we were living through it. You don’t understand, ”said Jimmy Goreki, a former member of Farrell’s ice cream skate team and now the founder of the brand JSP. “20 years later it’s like, ‘Wow, they didn’t have to wear Orchard Street, they didn’t have to sit on a mini ramp,’ but because they did, we’re looking back at how important those moments were now.”

One of the most important moments comes early in the video, just like playing the guitar. The camera revolves around a QUB shaving unit with neatly arranged fabrics before taking an interest in the stack of a particular T-shirt. Teas are printed with the “Billionaires Boy Club” or the brand’s now-known astronaut’s logo. “Yes, that [“Frontin’” video debut] The count was done, ”Farrell said Complex. Today, the BBC may not have the same cultural cassette it once occupied, but the video has served as a springboard to one of the longest-running wrapper-design projects in recent memory. Nearly two decades later, the BBC has stores in New York and Miami and is still collaborating with Reebok and Timberland.

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