Fitted in Black: How Hip-Hop Fueled The Greatest Rebrand In Sports

Overview

Exploring the historic 1990 White Sox rebrand, Fitted in Black details the Sox ball cap swift and authentic entrance into pop culture. Quickly weaving through the White Sox brand before 1990, this documentary goes on to explore the reasons why the black and white ball cap became synonymous with hip-hop. “And this was just like, we brand new, it was a new decade,” Ice Cube said of the new Sox look. “And it felt like, this is a new attitude for baseball.” The classic look immediately became a part of ‘a uniform’ for many in hip-hop, cementing it as a timeless piece in music, fashion and culture. Exclusive interviews with Ice Cube, Vic Mensa, Don C, Frank Thomas and more, tell the unique intertwining story of culture, representation and the White Sox.