VANITY FAIR MAGAZINE
November 2005
HIP HOP KINGS & QUEENS
Featuring: Beyonce, Jay-z, 50 Cent, Outkast, Kanye West, Missy Elliott, Snoop Dogg, Pharrell, Common, Nas, Grandmaster Flash, Kool Herc and many more…
DJ Kool Herc
Originator of Break Beat DJing
Meet the founding father of hip hop. In 1967, Clive Campbell immigrated from his original hometown of Kingston Jamaica, to the Bronx. Influenced by the traveling disc jockeys he had seen back home, he set himself with a booming sound system and began playing records at parties. He found that reggae didn’t go over as well as funk – and he noticed that certain sections of each song, the break beats, really got people moving. So he isolated the breaks, playing them over and over again by cross-fading from one turntable to another turntable that had the same record on it. Thus, hip hop DJing – eventually to become the foundation of a multi-billion dollar industry – came into being. By bringing along the Jamaican dancehall tradition of “toasting” – in which the disc jockey shouts partygoers’ names with slangy rhymes attached – he was also a prototypical rapper. On August 11, 1973, Campbell called himself DJ Kool Herc, spun records at his sister’s back to school party, in the rec room of 1520 Sedgwick Avenue housing complex. This was arguably the night hip hop was born. Eventually, DJ Kool Herc packed up the party and took it to nearby Cedar Park. Thousands came. The rest is history. Respected by those that know, DJ Kool Herc is alive and well and keeping it all too real in the Bronx.
On August 11, 1973, Campbell called himself DJ Kool Herc, spun records at his sister’s back to school party, in the rec room of 1520 Sedgwick Avenue housing complex. This was arguably the night hip hop was born. Eventually, DJ Kool Herc packed up the party and took it to nearby Cedar Park. Thousands came. The rest is history. Vanity Fair Magazine
ENTERTAINMENT WEEKLY
November 19, 2004
25 Years of Hip Hop, The Biggest Moments, featuring Sugar Hill Gang, Notorious B.I.G., Tupac, Public Enemy, N.W.A., Run DMC and the rest…
August 11, 1973 – DJ Kool Herc spins at the first hip hop party
In the beginning there was Herc. Thirty one years ago, in a sweltering community recreation room at 1520 Sedgwick Avenue in the Bronx, the original B-boy uncovered the fundamental ingredient of rap music. Let’s get this straight,” says Herc. “Two turntables been out there, but that wasn’t using the same two records – obscure records – and prolonging them. That’s my innovation.” Born in Jamaica, Herc immigrated at age 12 and soon found himself immersed in the local music scene. He had been experimenting with his new technique at home before finally testing it out on his first paying crowd. And the response? “Everybody went into a frenzy,” he says.
Thirty one years ago, in a sweltering community recreation room at 1520 Sedgwick Avenue in the Bronx, the original B-boy uncovered the fundamental ingredient of rap music.
Entertainment Weekly Magazine
THE SOURCE MAGAZINE
October 2006
New Clothing Pays Homage to Hip Hop Pioneers
Nowadays it trendy for cats to reminisce about the foundations of hip hop culture. But when it comes to really paying respect and dividends to Hip Hop pioneers, the powers that be never really seem to follow through.
However, a new clothing company, Sedgwick & Cedar, is aiming to shine light back on the culture’s originators with threads featuring images from the early years of Hip Hop. “I’ve worked in apparel for 15 years, says founder Ray Riccio. I realized that no one ever took streetwear back to the roots of where hip hop started.”
Named after the location of the Bronx’s intersection at Sedgwick Avenue and Cedar Park, where DJ Kool Herc debuted his ground breaking technique of looping breakbeats, Sedgwick & Cedar serves a greater purpose: the featured pioneers receive a share of the proceeds.
“We have t-shirts with original photos of pioneers like Grand Wizzard Theodore, Kool Herc, Grand Master Caz, Melle Mel, Afrika Bambaataa, Busy Bee decked out in the fashions of that era like Sheepskins and Lee jeans.” Riccio explains, “There are also vintage flyers-t’s that show original hand drawn artwork of the flyers used to promote the old school block parties and club jams.” In addition, Sedgwick & Cedar line features track jackets, hoodies and leather jackets.
Grand Master Caz of the legendary Cold Crush Brothers sums up the brand’s significance: “A lot of people sacrificed for this culture to be what it is today. The line is a way for young people to learn about the history and how it all started.”
(Sedgwick & Cedar) Named after the location of the Bronx’s intersection at Sedgwick Avenue and Cedar Park, where DJ Kool Herc debuted his ground breaking technique of looping breakbeats, Sedgwick & Cedar serves a greater purpose: the featured pioneers receive a share of the proceeds. THE SOURCE
XXL MAGAZINE
June 2006
Holding down The Game
Clothing Biz Pays Tribute To Rap’s Pioneers
Take a trip to the mall and it will become more than obvious that hip hop’s fashion is firmly ensconced in the mainstream. But judging by the labels occupying the clothes racks – Rocawear, G-Unit and Sean John – you might get the impression that hip hop didn’t exist before the 1990’s.
Sedgwick & Cedar, a small company is aiming to change that. Claiming to be the first vintage hip hop clothing company,” S&C features a line of hoodies, jackets and t-shirts that emphasis hip hop’s roots. The brainchild of clothing trade veteran Ray Riccio and Legendary Cold Crush Brother Grandmaster Caz, the company has formed a bond with pioneers like Kool Herc, Afrika Bambaataa, Grand Master Caz, Melle Mel, Busy Bee, Grand Wizzard Theodore and Sha-rock who serves as the product line consultants and muses. “What we set out to achieve is to establish a brand that immortalizes the pioneers and the beginnings of hip hop,” says Caz, who serves as a director of entertainment relations.
The idea for the new old school company came about in the fall of 2004 when Riccio took a sightseeing tour of historic hip hop locations that Caz hosted. “He came to me with an idea,” explains Caz. ‘So with his idea and my connections to the founders of hip hop, we put it together.”
The line debuted in 2005 with clothing featuring memorabilia culled from the collections of the old school heroes. S&C signature items are its rare Vintage Flyer Tee, shirts emblazoned with illustrations of the flyers that advertised the ‘70’s parties where hip hop stared (Sedgwick & Cedar takes it’s name from the hallowed Bronx intersection where Kool Herc threw his first parties). “Our company goes back to the day when hip hop was born,” says Riccio. “Stylistically we’re going to incorporate some styles form back in the day, whether it’s denim jackets with graffiti on them, or t-shirts with pioneers that have their stories on the back so that consumers today can get history in our clothing.”
Sedgwick & Cedar… the first vintage hip hop clothing company, S&C features hoodies, jackets and t-shirts that emphasis hip hop’s roots. The company has formed a bond with pioneers like Kool Herc, Afrika Bambaataa, Grand Master Caz, Melle Mel, Busy Bee, Grand Wizzard Theodore and Sha-rock. “What we set out to achieve is to establish a brand that immortalizes the pioneers and the beginnings of hip hop.”
Grand Master Caz, XXL Magazine
DNR
April 17, 2006
The Evolution of Streetwear
From Sedgwick Avenue in the Bronx to mainstream America, street style and hip hop fashion have found their way from obscurity to top dog in the fashion world.
Hip hop began as a cultural movement on the streets of the Bronx, New York in the early 1970’s. In fact, hip hop’s beginnings can be traced to a specific place and time where a house party was thrown at 1520 Sedgwick Avenue on August 11, 1973.
“It’s funny, hip hop actually started because of fashion,” said Ray Riccio, president of Sedgwick & Cedar, a clothing line created to pay homage to the inception of hip hop in American culture. “DJ Kool Herc’s sister, Cindy Campbell, wanted to have a party to raise money to buy clothing for back to school.”
DJ Kool Her, who is referred to as the “father of hip hop culture,” was not the only major pioneer of this movement. Prominent emcees began to take their place in the spotlight and breakdancers or b-boys, made a major impact on street fashion, according to Riccio. The b-boys were the first to represent the style of hip hop,” he said. They dominated the floors and brought street fashion to the parties. The b-boys were wearing athletic fashions, which allowed them to uprock but also get down on the floor. That was the first young street style, inspired by athletic silouhuettes.”
Fashion of the times..
1973 – b-boys bring street fashion to the parties. During the 1980’s oversized glasses, fedora hats, multi-fingered rings become the trends form artists like Run DMC and LL Cool J. In 1985, artists like Kurtis Blow and Big Daddy Cane begin wearing gold chains. In 1986, Adidas becomes the sneaker of choice after Run DMC’s “My Adidas.” In 1988, Fresh Price, Kid-N-Play, Kris Kross reflect fun and humorous hip hop tracks, wear neon colored clothing and baseball caps in unusual ways. In 1990, gansta rap hits the scene and becomes the popular style of hip hop, glorifying the style of thugs and prison inmates: baggy pants without belts. In 1995 major streetwear brands including Cross Colors, Karl Kani, FUBU and Mecca gain popularity. In 1997 Sean John brings platinum jewelry and ornate suits to the forefront of hip hop. In 1999, Cash Money Millionaires coin a phrase describe a flashy new style “bling bling.” In 1999, Big Boi appears in a video for Goody Mob wearing a Mitchell & Ness 1980 Houston Astros Nolan Ryan jersey, sparking a craze for throwback jerseys for urban consumers. In 2000, Macy’s Herald Square men’s unit doubles it space and places greater emphasis on young, urban and contemporary businesses. In 2004, inspired by Jay-z and Kanye West, dress shirts and blazers become a big trend making an initial impact on oversized silhouettes. Also in 2004, Jay-z and Linkin Park collaborate, which fuses two distinct styles and is noted in the emergence of slimmer silhouettes.
In fact, hip hop’s beginnings can be traced to a specific place and time where a house party was thrown at 1520 Sedgwick Avenue on August 11, 1973. DNR
MASS APPEAL
Issue 34
WE STYLE: IN SEDGWICK & CEDAR
The Block is Hot
Agust 11, 1973 – DJ Kool Herc’s sister throws a back to school party at 1520 Sedgwick Avenue in the Bronx where Herc extended breakbeats, forming the backbone of hip hop and changing music forever. As the crowds grew, the party eventually moved to the more spacious Cedar Park. Now a clothing company plans to pay homage to the origins of hip hop – Sedgwick & Cedar “Where It All Began ’73,” as it slogan reads.
Talk About My Generation
While most new clothing companies test the waters with t-shirts, Sedgwick & Cedar is doing a cannonball with a full line of track suits hoodies and hats, along with leather, satin and varsity wool melton jackets that are all inspired by the styles and colors of yester year. The pioneers made sure to represent their era correct, but the t-shirts offer formerly unseen glimpse into the origins of hip hop. The Flyer T’s feature original party fliers that promoted hip hop’s first neighborhood events. “Some of the fliers, I actually made myself…represent so much,” Caz boast proudly. Other t-shirts have classic photos of the pioneers but all explain the history of Sedgwick & Cedar on the back.
Kool Herc Ain’t Never Get A Royalty Check
Though rappers in the 80’s endorsed brands, Wu-Tang were the first rappers to find success with their own clothing. As their records sales slipped, Wu-Wear hit the discount rack. But popularity isn’t even an issue with these vets – Sedgwick & Cedar is about respect and history and they feel that this is the perfect time for the brand. Caz points out, “It’s like, Now let me hear that untold story. Let me hear what spurred all the rest of this other stuff.”
Throwback to the Future
So pay some homage and show’em what you know at www.sc73.com
The Block is Hot
August 11, 1973 – DJ Kool Herc’s sister throws a back to school party at 1520 Sedgwick Avenue in the Bronx where Herc extended breakbeats, forming the backbone of hip hop and changing music forever. As the crowds grew, the party eventually moved to the more spacious Cedar Park. Now a clothing company plans to pay homage to the origins of hip hop – Sedgwick & Cedar “Where It All Began ’73. Mass Appeal Magazine
KING MAGAZINE
August 05
The Roots Crew
Hip Hops Founding Fathers Teach Us A Lesson In History & Style
We began hearing about a new DJ in the West Bronx playing a new sound, says Bambaataa, His name was Kool Herc.” – (Village Voice, September 21, 1982). As you all know that “new sound” came from a recreation room at 1520 Sedgwick Avenue in the Bronx in 1973 – has become something much bigger. Now Herc, Bambaataa and others have teamed up with apparel industry vet Ray Riccio on a new clothing line, Sedgwick & Cedar, to bring it full circle.
I’ve been blown away with where hip hop has gone,” says Riccio. “Hip hop is being rapped in native tongues around the world from Italy or Germany to Russia or Japan. I felt that there were some important stories that had to be told.” He was right.
Last year, Riccio approached Grand Master Caz of the Legendary Cold Crush Brothers to begin his background research. Caz was interested in the company and connected Riccio to the rest of the founders, Herc, Bambaataa, Sha-rock, Busy Bee, Melle Mel and Grand Wizzard Theodore.
Sedgwick & Cedar, whose apparel features flyers and posters from original hip hop jams, giving hip hop fans around the world a dose of history with their wardrobe.
We began hearing about a new DJ in the West Bronx playing a new sound, says Bambaataa, His name was Kool Herc.” – (Village Voice, September 21, 1982). As you all know that “new sound” came from a recreation room at 1520 Sedgwick Avenue in the Bronx in 1973 – has become something much bigger. Now Herc, Bambaataa and others have teamed up with apparel industry vet Ray Riccio on a new clothing line, Sedgwick & Cedar, to bring it full circle.
King Magazine
BLACK BEAT MAGAZINE
September 2005
Vintage Vibes
Sedgwick & Cedar is the first ever Vintage Hip Hop Clothing Company! Sedgwick & Cedar believes that they will change the world of fashion forever.
Respected and acclaimed Hip Hop Pioneers, DJ Kool Herc, Afrika Bambaataa, Grand Master Caz, Melle Mel, Chief Rocker Busy Bee and Sha-rock all lend their names to the line. The Sedgwick & Cedar brand represents authentic vintage hip hop that separates it from others with meaning.
The collection can be found in specialty retail stores such as Dr. Jays, Epic, Up Against The Wall, Man Alive, Against All Odds, D.E.M.O. or online at www.SC73.com.
MUGSHOT MAGAZINE
No. 11
Sedgwick & Cedar
Actor John Leguizamo (hip hop lover) interviews the founding fathers of hip hop about the famous intersection that birthed a culture and now a clothing line that celebrates hip hop’s beginnings.
John Leguizamo: The originators are marketing, creating their own product.
Busy Bee: This is the first time it is really happening now you know what I’m saying. We are the original hip hop artist’s. Just like in our movie Wild Style. We were the original actors. Nobody played Grand Wizzard Theodore, he palyed himself. Nobody played Busy Bee, nobody played Caz, so we our the original selves. In clothing as well.
John Leguizamo: That’s the beautiful thing about what you’re (pioneers) doing. It’s what you said: It’s a lifestyle. It was the birth of a culture, not just music. Sedgwick & Cedar is a link to all that. It is so unique. When you take the concept of clothing label, that is usually about making money. Nothing wrong with that either. But when you incorporate history, knowledge…this is a higher mission than just putting fly clothes on peoples backs.
The name Sedgwick & Cedar is great because that is where it (hip hop) started out…like the birth of a civilization, the Euphrates and Tigress rivers.
Grand Wizzard Theodore: We just want people to know where hip hop came from in order to know where it’s going. People have to realize that we are still here and we’re not going anywhere.
John Leguizamo: I wish the pioneers allot of luck and feel that Sedgwick & Cedar is going to blow up! The clothes look great…on young heads and older cats.
That’s the beautiful thing about what you’re (pioneers) doing. It’s a lifestyle. It was the birth of a culture, not just music. Sedgwick & Cedar is a link to all that. It is so unique. When you take the concept of clothing label, that is usually about making money. Nothing wrong with that either. But when you incorporate history, knowledge…this is a higher mission than just putting fly clothes on peoples backs.
The name Sedgwick & Cedar is great because that is where it (hip hop) started out…like the birth of a civilization, the Euphrates and Tigress rivers.
Actor & Comedian, John Leguizamo
Elan Magazine
Sedgwick & Cedar, Rooted In Style
It’s not often you will hear a CEO cite a business plan dedicated to history; it’s much less often you’ll hear one explain, “Our marketing plan is history, paying respect to the birthplace of hip hop.” But that’s the plan of Ray Riccio and Sedgwick & Cedar who has enjoyed a successful year to put it mildly.
“Successful” at Sedgwick & Cedar means your brand is worn by Pharrell, Lil Jon, Jay-z, Nelly, Kelly Osbourne, Andre 3000, Lil Wayne, Juelz Santanna, Lil Flip, David Banner, Snoop Dogg, Xhibit, Sway and many other celebs. It also means an international distribution in 12 countries and placement in 150 elite US retailers and photo spreads in Vanity Fair, The Source, XXL, King, Black Beat and Slam magazine, among others.
It was August 11, 1973, in a small rec room in the Bronx. At that party, a young DJ – the hostess’s brother, DJ Kool Herc – introduced his sister’s guests to a funky new technique he’d invented (that would later be dubbed “breakbeat” DJing). Fueled by Kool Herc’s infectious beats, the party expanded and more and more guests stopped in to hear – and groove to – what was going on at 1520 Sedgwick Avenue. Soon the party was sent outdoors to yet another venue, Cedar Park.
It is that spirit that Sedgwick & Cedar celebrates in their clothing line. “We’re a company that’s trying to pay tribute and provide history to people so they understand that the early part of hip hop culture was about having a good time, a safe time, with people from your neighborhood,” Riccio notes.
In regard to style, “I recognized that the vintage preppy market has been well served by Abercrombie & Fitch, American Eagle, Hollister, Aeropastale and others but there was no brand representing city vintage,” Riccio asserts. “We’re coming from an angle of history and legendary style inspired by the roots of hip hop.”
Speaking of history, Ray attributed a good portion of his love for music to his childhood romps. “I grew up in the 70’s and 80’s in a diverse neighborhood – an age of disco, soul, rock and early hip hop,” he says. Coming from my neighborhood, you had a chance to know other cultures and styles. It was something that I really appreciated.”
“Successful” at Sedgwick & Cedar means your brand is worn by Pharrell, Lil Jon, Jay-z, Nelly, Kelly Osbourne, Andre 3000, Lil Wayne, Juelz Santanna, Lil Flip, David Banner, Snoop Dogg, Xhibit, Sway and many other celebs. It also means an international distribution in 12 countries and placement in 150 elite US retailers and photo spreads in Vanity Fair, The Source, XXL, King, Black Beat and Slam magazine, among others. Elan Magazine