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

In celebration of the 50th anniversary of Hip-Hop and the 70th anniversary of the New Era 59Fifty ball cap, the Chicago White Sox present "Fitted in Black: How Hip-Hop Fueled the Greatest Rebrand in Sports." This documentary delves into the iconic 1990 rebrand of the White Sox, focusing on how a refined Sox logo on a black and white ball cap became an emblem of cultural identity and a significant marker of in fashion and hip-hop culture.

In 1991, the White Sox ball cap was authentically immortalized into pop culture due to a perfect storm including the rise of hip-hop, the growth of urban fashion and people-driven marketing decisions. That new black ball cap quickly became one of the fastest-selling MLB retail items nationally, spreading the image of Chicago and the White Sox across America. As it caught on during a monumental cultural shift in the United States, the Old English Sox logo and black hat still carry an important reputation and representation. Together, the Sox logo on a black hat is a cultural identity, a statement piece.

Fitted in Black, in partnership with New Era and MLB, explores the reasons why the black and white ball cap became synonymous with hip-hop. The classic look and colors immediately became a part of the 'uniform' for many in hip-hop, cementing it as a timeless piece in music, fashion and culture.