Hip-hop music and culture have seeped through most aspects of life since late last decade. From music to television, and now in fashion, the urban lifestyle is making its stand. With a growing trend gravitating to the “thug” lifestyle in Eugene, local entrepreneur and University alumnus Steve Smith said this was the perfect time to open shop.
Ever since he was a teenager growing up in Long Beach, Calif., Smith knew he wanted to run his own business. And to Smith, selling hip-hop clothing just made sense.
“A lot has changed since I got here in ’97. Hip-hop has just become bigger and bigger,” he said. “Now we have all these local rappers in Eugene. Everyone wants to be a hip-hop star. (People want to) sit around all day and do nothing but make records, and if you don’t, you’re lying.”
With new rappers emerging and urban life making its way into pop-culture and the vernacular, the movement influenced fashion as well. Mostly unknown and undisturbed throughout the ’80s and ’90s, the hip-hop way of life has recently emerged because of popular icons like 50 Cent, Diddy and Mike Jones.
Both Smith and patron Troy Justus said the lure of the clothing type has grown and now has mass appeal.
“There aren’t any racial boundaries any more,” Justus said. “It used to be a black thing, but now it’s so universal that it has crossed all races.”
Smith said the name of the store, Urban Underground, perfectly
captures the meaning of his business. The store, which has only been open a few months, is located at 30 East 13th Ave. and features the brands Sean John, Rocawear, Enyce, Phat Farm, akademics and LRG.
Walking by the store on 13th Avenue, potential customers might not look twice. Both the outside and inside are far from the glamour and ritz of a local American Eagle Outfitters or Zumiez store. Venturing farther into the spartan store, pristine shirts and pants hang from lustrous racks. For the hip-hop enthusiast, the store is truly underground; last Wednesday the shop had a few customers and loads of merchandise up for grabs. Smith said appearance isn’t everything, and the lack of decorations allow him to offer clothes at lower prices.
And so far, Smith said the feedback has been tremendous.
“People have been saying the selection and the store overall is unique,” he said. “They can’t get this stuff anywhere else.”
The idea came to Smith because he said the closest place to get high quality hip-hop clothes was Portland.
“I wanted to invest my money into something I like, and I like to be so fresh and so clean,” Smith said, laughing. “Plus, now I get my clothes for free.”
Smith was a cornerback and safety for the Duck football team in 2001 and 2002. A football scholarship brought Smith to Eugene, but he has grown to like the city in his nine years here.
Urban Underground has already generated a loyal customer base, Smith said.
Justus, a self-described hip-hop addict, said he has been in the store almost everyday since its opening.
“There is nothing else like it in Eugene,” he said.
Justus also added there is already a sense of community around the store.
“For people who know Steve, it’s like the neighborhood barber shop,” he said. “You can come in and just kick it. We just play dominos, watch TV and just hang out.”
The variety in the shop is another reason Justus said the store is one to check out.
“In the mall you’re limited to the generic types of clothes,” he said. “And at a second-hand store you’re going to find old and
low-quality stuff.”
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