Since its inception, many a label has come and gone through the revolving door that is streetwear. Some names have managed to enjoy sustained consummation as proverbial “Kings of the Hill” (Supreme, 10 Deep, HUF), you’ve got your Up & Up’s vying for control – or at least a share – in such crowns (UNDFTD, Mishka, Crooks), you’ve got your resurgents (Stussy, Alife – the lookbook is “Crispy as Fuck!”), your purists (STPL, Futura Labs), and then you’ve got the ones whom have atrophied into an abject existence, wallowing in the purgatory that is the sale rack at your local Burlington Coat Factory (uhh, Shmack… anyone?).

But throughout this history, there have been brands that have gone down as culture lore, innovators, originators, guys who forever changed the game as we know it. Much like in sports, where the new generation often surpasses the “Wow” effect of the former due to a myriad of factors both natural and technological, sometimes it takes one of the new guys to be humble, take time out and honor those who paved their way, their idols, their inspirations. Well one such brand is doing just that.

This Thursday, The Hundreds are expected to launch their highly anticipated SUPERMAX collection, in honor of the legendary L.A. streetwear pioneers of the early 90’s. Now I’m no OG, and these guys were around before I even mastered the sweet science of the “loop di loop” (that’s shoelaces for you fog heads), but a brief education is the least I can do to pay my respects to the guys who helped make it possible for all of us. Hopefully I dont f**k this up, or else Lucky will break my thumbs.

Back in the early 90’s (‘91 to be exact) after doing nearly a year in the pen, Lucky Luciano, visonary, founder and overall bad-ass tuff dude behind Supermax, teamed up with buddies Mr. Cartoon and Estevan Oriol to develop a line that they felt truly captured and portrayed the essence of California street life. Due to his natural artistic style and regards from Lucky as “The only guy able to illustrate what was going on in my head”, Cartoon’s “Cholo” artwork was adopted as the brand’s signature calling card. Initially, the tees and sweater… excuse me sweatshirts were distributed throughout the underground rap scene by Mr. Orio. But as time passed, the label gained notoriety and endorsement by some of LA’s most respected street figures. This existential support fueled the label and compelled Luciano and Co. to expand into an all out apparel brand. Lucky eventually opened up a store – as kind of a middle-finger to the glitzy yuppies – in the dead center of Hollywood’s premier shopping strip Melrose Ave., bringing the hood with them. In recent years past, the shop has since closed down (I can’t even find a picture of it ), but nonetheless, SUPERMAX has firmly left it’s footprint (fistprint?) deep in the annals of streetwear history.

Ben and Bobby, we thank you. The streets needed this.

Check out some previews of the collection after the jump and an exclusive interview with Lucky and some of the other OG’s including DJ Muggs, Joey Castillo, Everlast, Paulo Tocha and more…

This entry was posted on Monday, March 8th, 2010 at 10:19 pm and is filed under streetwear. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.