Gino Green: It’s more than clothes… It’s a Movement!

Ten years strong! That’s how long they have been in the game. If you don’t know who Gino Green is your swag is in immediate need of attention. Check the local ER or ICU because, surely, it’s somewhere on life support with a morphine drip… and the prognosis is not good. Many tend to forget that Hip Hop, as a culture, grew from Rap music. And one aspect of said culture is that you be Ziploc’d in utter freshness at all times. Many a rap battle has been lost due to the fact that one assailant was draped in last year’s fad or some busted bo-bo’s. Can you imagine rappers today going up against someone dressed like MC Hammer? Exactly. He might be skilled, but it’s just giving your nemesis too much ammunition to blast you with.

In steps Captain Save-a-bro… Gino Green Global to save the day. They aren’t some fly by night, here today gone tomorrow fad. These guys have a marketing plan, a design team and a quality of product that is sure to keep them on the minds (and the backs) of consumers for many years to come. If you aren’t familiar with the “G” maybe you have seen the “9”. Yeah, that was on purpose. Run through a few of your favorite artists. At least a couple of them have been layered in something Gino Green at some point. Artists like Kay Slay, Papoose, Busta Rhymes, Tony Yayo, Lloyd Banks, Young Buck… just to name a few, were some of the first to don the GGG label. That allowed them to permanently stitch themselves into the minds of the consumer. Prince, the lead designer, is a true artist. The vivacious colors he layers his clothing with is analogous to the layers of a Hip Hop beat. Each one plays a role in creating a perfect ear seducing melody… In Prince’s case, he could definitely be dubbed a true “clothing producer”.

One of the best things about it is that none of these guys are “faking the funk”. Hip Hop culture IS their culture. They live and breathe the streets. If you pulled Prince’s catalog out right now he says you will definitely catch him with some Nas, some B.I.G., Jay-Z, 50 or even a few southern artists if he’s feeling it. He likes some of everybody. And that is exactly who Hip Hop is for, everybody. He, along with his brother Anthony Mayol and business partner Norman Wells, have created a line that is not only inspired by the streets… it IS the streets. So it was no surprise that they were able to infiltrate the Hip Hop Culture first.

“Since we started here in New York City, what we tried to do was conquer the 5 Burroughs and then we tried to put [our shirts] on people that you wouldn’t expect in the very beginning stages. Which would be normal people but would have a high prestige about themselves that would either be in clubs poppin’ bottle… driving fancy cars or just would have a great sneaker fetish for themselves… we basically followed after people like that and then let the streets start talking and then before you know it, we went after people that were doing music in the industry. We started off with the underground artists and then we also attacked… we were like the first people to actually take advantage of the Hip Hop DVD’s from a clothes perspective. So I was able to get the artists that were doing the DVD’s on the underground level before anybody would even think about it so that kind of opened a lot of doors. One DVD that was so local from here in New York City ended up going all the way to Texas and before you know it, my phone was ringin’ off the hook because I took it almost as if it was commercial”

Intelligent move by some intelligent dudes.

Starting in a small show room in Long Island, producing strictly t-shirts, these 3 men have been able to catapult themselves to a position where they have broken into the fashion district on 7th Avenue where anyone in the fashion industry would definitely want to be. New York City is known for its style dominance. A lot of designers use this area as a test market for their products. So having a fashion label that was cultivated and nurtured in those same streets is sure to give them an advantage.

So What’s The Hot Look For The Spring???

Gino Green has got you covered; literally. They will be launching their new, “Stay Green” campaign which is sure to help them defend their “street couture” status in the industry. They have several different options for those looking to get fresh for the upcoming “hot” season.

Post.A by Gino Green – A line for the streets. A little something for the younger crowd. Very colorful but still fresh. Only 5 pieces but it will be expanded into a whole collection in the future.

Su.ture by Gino Green – This line is for an older crowd. Has more of a European cut design to it. It is a higher level of Gino Green, much “cleaner” than what they have put out in the past. Has been doing very well in Europe. Should see this line coming to the states real soon.

Hand Job by Gino Green – This is for the true GGG heads. All t-shirts, but if you are looking for something original and that you can wear without fear of someone stealing your spotlight… this would be it. Each shirt is hand painted, hand stoned and hand dyed to the highest level of Gino Green production standards. Guaranteed that you will be the only one to rock this particular design. For those screaming for individuality… here it is!

Gino Green is also taking true-to-their-words steps toward their “Stay Green” campaign. They have begun procedures to remove some of the chemicals used in the production of their clothing. It’s better for the environment, better for you, better for Gino Green… just plan better!

Gino Green is not being influenced by the trends of today. Prince says “no” to the current men’s fashion drift. You will not be seeing any Skinny Jeans or Capri Pants for the fellas on their line.

“Those are trends that came from overseas and it’s cool that kids got involved with it, but I don’t see it lasting very long,” he says.

They did slim down some of the jeans but not in order to compete. But, to give them a more mature/grown look. Something for those looking to move away from the baggy look, but still want to stay colorful and vibrant.

Spoken like a true forward thinking designer. You have to be able to see what’s out now and be able to see 5+ years into the future. In a market as fickle as fashion, you could easily put something into mass production that is out of style before you get your first run on the shelves. So having a Jedi-like view of the world around you is a necessity. Prince goes on to say,

“It’s up to you [the designer] to dictate your own line. Still give people what they want without going too far left or right. Kind of in the middle.”

And that is where Gino Green has had its success, a happy medium where people actually feel good when they put on their garments.

Gino Green is constantly looking at new avenues to go into. When asked if he planned to expand into other accessories and clothing his response was Yes. Prince stated he wasn’t the type of person that came from an actual fashion school so, for him, he had to be really hands on with everything that was going on with the business side of things which didn’t leave much time for line expansion. But, now that they have the money, the people, and the ability to do so… expanding their line is definitely in their future.

When asked about their success and their longevity in the business the question arose whether they would go back and change anything… possibly go a different route. Prince’s response was,

“Not at all. Everything happens for a reason.”

Coming up on their 10 year anniversary and a new campaign, Prince and his co-owners are very excited to see what the streets think about their new venture. They just recently got out of a 3 ½ year license arrangement so they weren’t able to give consumers and retailers the greatest product in his eyes, but now that they are their own entity, they own and direct their campaigns and are ready to make sure all of the emperors and empresses of the streets are draped in nothing but the best.

1) Constantly Give Quality
2) Keep it New and Fresh
3) Keep ‘em watchin’ us

Those are the basics of Gino Green’s strategy for staying successful for the next 10 years and many more to come. Simple enough concept but very, very powerful when you really think about it. Their business plan and marketing potential is sure to keep these guys in the hearts and minds of artists and consumers alike.

“We’re just getting started and have so much to offer.”

A little known fact about Gino Green. They have already kicked dust in the face of several lines that didn’t last more than a few years. And they want to thank all the consumers, the artists, the retailers… everybody that helped push Gino Green to where it is today. There are several “urban” lines that haven’t made it out of the hood… But don’t you DARE call Gino Green “urban”. They are global. “Street Couture” or “Your Highness” are the only acceptable ways to address them.

But, in short… The G’s are Back! And they are ready to kick the doors off the fashion industry… And remember, if the G’s don’t get you, the 9’s will!

Stay Green!!!

Written by B.C. Meekins