This movement was based on streetwear. It started with sneakers references in an urban context, and after a while, it gained enough attention to finally become a culture. In the meantime, Polo’s crew grew bigger and left the suburbs to expand through the U.S. just like Gucci and Tommy Hilfiger were doing at the time.

Polo adopted colour-blocking designs full of fresh vibes, evoking vintage activewear. This apparel became the symbol of a status that the people from the hood wanted to achieve so desperately, even if they couldn’t afford those clothes. That’s why they would sometimes even steal to get them. It was the presentation letter to the life they wished to have.

Then the 90s came and some popular rappers like Grand Puba brought in lots of attention to the brand, which finally earned some commercial recognition. But the brand’s biggest moment yet came after Raekwon appeared in Wu-Tang‘s video ‘Can It Be All So Simple’ wearing the Snow Beach Polo jacket. That jacket is now part of hip hop’s history and is valued at over $2,000.

The rapper Thristin Howl III also became one of the biggest Lo Life influencers. This collective unleashed the Love & Loyalty principles and brought all kinds of brands to the scene, going far beyond Polo.

As of today, Lo Life has survived and grown stronger thanks to trap, Supreme, the logo hype and the streetwear movements, under the code “Money, Hoes & Clothes”. Because Lo Life is alive and kicking.

WORDS: Manuela Palma