Learn more about Brand Americana and how the emergence of sportswear remapped fashion today on In Vogue: The 1990s. Fashion critic Robin Givhan; Calvin Klein; David Lauren, Chief Innovation Officer at Ralph Lauren; Donna Karan; Vogue fashion director Virginia Smith; Lo-Life co founders and musicians Thirstin Howl the III and Rack Lo; and model Tyson Beckford.
Regardless of your bank balance, designer fashion, especially when logoed, signaled one’s allegiance to the high life. Thanks to the efforts of Brooklynites Thirstin Howl the III and Rack-Lo, co-founders of the Lo-life crew, Lauren’s polo shirts, which reference “the sport of kings” and evoke country manors with ivied walls, started to have something equally as elusive: street cred.
“If you look,” Howl tells Vogue, “the clothes were made for the upper-class preppy kids from Yale and Harvard, and you know some kids from the ghetto just took it, remixed it, and we made it our own.” By making-over aspirational vehicles of transformation, like the polo shirt, these young men assigned their own values to them. “We were pretty much like walking billboards,” notes Rack-Lo. But what they were selling wasn’t what was in the ads, rather they were creating new narratives and unmistakingly writing themselves into the American dream.
INTERNETS! On this episode of The Premium Pete Show, Pete kicks it with Return Guest, Author, Producer, Rapper, Entrepreneur, the Polo-Rican, THIRSTIN HOWL III! Thirstin speaks on his part in the Ralph Lauren documentary and Ralph sending him a gift, running into Jay-Z and Beyonce years later and his days of rap battling Hov in the elevator, battling Busta Rhymes at a stop light, Cappadonna taking him around Staten Island, his relationship with Ralph Lauren, perfecting his craft while creating his legacy + More
The Polorican himself Thirstin Howl The 3rd joins Lo with his energy to talk about his beginnings in Brownsville, New York Subway system, how the Jim Brown program changed his life, the possibility of a biotopic of his life, working at MTV then coming back for the Lyricist Lounge Show as a writer & host, HBO’s Ralph Lauren documentary Very Ralph & his role in that with the Lo Life segment, seeing Eminem flourish, his catalogue of music, how PF Cuttin became good friends & even became his DJ, & much much more! Instagram: @thirstinhowlthe3rd@kxnglo@fromthedeskoflo@datfeelinpodcast@datfeelin
Photo and Article by: Weekly Rap Gods and Indigo Phoenyx
Epic style….timeless even. I was there to live things that are seen in the documentaries. As an adult, I see the organization has expanded its brand and chapters to worldwide visibility! The mission has elevated beyond the streets of Brooklyn and has become a staple in hip hop culture. I’m proud to be able to interview Thirstin Howl III the founder of the Lo Life – now known as Love and Loyalty.
Photo and Article by: Highsnobiety and Gregk Foley
What does the Lo-Life Crew stand for? At first, it stood for Polo Life, but that second syllable, Lo referred to being at the bottom, you know, down, dirty, grimy, low life. But in the new millennium, we had a transition. We turned it into love and loyalty. Myself, my frame of mind changed, my everyday activities changed, but I was surrounded by the same friends from 30 years ago.
Finally, Polo is recognizing the influence rap music has done for the brand with the 25th anniversary re-release of both its Stadium and Snowboarding collections, and placing rappers Thirstin Howl the 3rd and Meyhem Lauren in ads.
Photo and Article by: Martin Berrios and hiphopwired.com
What started as two Brooklyn boosting crews uniting over the love of getting money and Polo Ralph Lauren garments has evolved into one of Hip-Hop’s most thriving sub-cultures. Thirstin Howl the 3rd has released an official Lo Life documentary, Bury Me With The Lo On.