JAY-Z Sets Up Shop At Urban Outfitters


Yesterday (Nov. 14), Urban Outfitters unveiled a capsule collection celebrating Jay-Z’s debut LP Reasonable Doubt.

The collection, shepherded by former Roc-A-Fella exec Kareem “Biggs” Burke, is both a good and bad idea.

Why it’s good — Jay’s not only a businessman, he’s a business, man. And Reasonable Doubt is one of his most iconic records. He’s currently on tour, and fans will certainly want to wear this gear to the show.

But Urban Outfitters is known to be a tad culture vulture-ish. These are the same people that offered a t-shirt in black, not just any of kind of black either, but Obama/Black. 

Urban Outfitters also has 12-year-old’s walking around in Bone Thugs N’ Harmony and Tupac t-shirts strictly for the image. The culture is what’s currently trending? Urban Outfitters will sell it to you.

But how many people rocking the Reasonable Doubt collection will be actual fans of the music? It’s likely not many, since the target demographic was probably in diapers, or possibly not even born yet, when the album was released.

Sure, for some, it’ll be a good piece of nostalgia-wear, but we’ll also see teenagers rocking it that we can almost guarantee aren’t interested in celebrating the legacy of this album.

The eight-piece Reasonable Doubt collection ranges in price from $29 to $64, which is pretty cheap, considering it’s coming from the same people that now sell what was once $10 Champion gear for an arm and a leg.

The collection features a hoodie, a beanie and various t-shirts. The shirts include the album’s artwork on the front, lyrics like ‘Let’s get together and make this whole world believe us,’ from “Can’t Knock the Hustle,” and the album’s track list.

If it’s anyone you can count on to play on your emotions by plastering your favorite pastime lyrics across a t-shirt that only cost, it’s Urban Outfitters!

Nostalgia ain’t cheap. And you definitely knock their hustle.