Christmas and hip-hop have gone together since the very beginning of the genre. One of the very first rap singles was Kurtis Blow’s “Christmas Rappin’,” and things have continued since then.
2 Chainz tapped into America’s love for both ugly Christmas sweaters and dance crazes, and the result is retail gold. The rapper’s holiday line of sweaters emblazoned with dabbing Santas is a hit, Forbes reports.
“We made close to $2 million in revenue,” 2 Chainz told Forbes. “I had a numerous amount of celebrities helping with the shirt. It was on the NFL, it was on TNT, it was on Good Morning America, it’s on ESPN.”
It took a 70-person team to assemble this holiday sweater line. Here’s how he said the idea came to be.
“Me and my team were trying to come up with some successful designs to get our merch moving. We took the dab, which is a trend, and we just turned it into a business. We played around with a few designs. We realized what my fanbase wants to see.
I don’t want people to think this was an overnight success. We’ve been trying with a bunch of designs for a couple years now. This is just timing meets opportunity. There’s the whole dab thing, and Atlanta’s always been somewhere that actually moves the culture a little bit. We have been the backbone of hip-hop for the past couple years. So with dabbing coming out of Atlanta, it just began to grow legs and start moving on its own.”
Of the 2 million, a fair amount went back into the community via his T.R.U. Foundation. Specifically, the foundation paid for a year’s rent and new furniture for Deirdre Palmetto, a disabled veteran and single mother from Palmetto, Georgia. They also donated a minivan to an Atlanta family who lost everything in a house fire. Check out the sweater line & a video of the ‘DABBIN’ dance craze below.
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