1997

Gap Inc. “Easy Fit Jeans” Commercial

In 1997, LL Cool J's appearance in a Gap Inc. commercial sparked a flame in fashion, culture, and consumerism. By wearing a FUBU hat and infusing the phrase “For Us, By Us” into his rap, LL Cool J highlighted the importance of representation within the fashion industry. The phrase originated from the brand FUBU, a company founded by black entrepreneurs creating apparel for the African American community.

The production team's unawareness of the significance behind LL's references is a testament to the issues of cultural appropriation and the commercial mainstream's relationship with minority cultures. Once the advertisement aired, the “controversy” not only increased FUBU's visibility within the mainstream, but also enhanced Gap’s reputation with urban communities. This unlikely partnership showcased how inclusivity could bridge cultural divides, creating a space where all could benefit.

This serves as a lesson in the dynamics of cultural representation in every creative sector. The need for brands to engage deeply with the cultural narratives they wish to venture into, rather than treating them as trivial marketing tools is crucial. For myself, this “incident” and life experiences inspired my passion of authenticity in representation, ensuring that portfolios of black and minority cultures & communities see greater visibility and acknowledgment in the marketplace.