Fitted in Black: How Hip-Hop Fueled The Greatest Rebrand In Sports (2023)

It’s been over 30 years where it has been a mainstay in culture.

As 2023 marks the 50th anniversary of hip-hop and the 70th anniversary of the 59Fifty ball cap there is an authentic opportunity to tell the story of the White Sox ball cap – an iconic piece of hip-hop and cultural history that has continued to this day.

Fitted in Black: How Hip-Hop Fueled the Greatest Rebrand in Sports, presented by @newera, tells that story.

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.

#FittedInBlack

Chapters
00:00 – Fitted in Black
00:41 – The Classic Black and White
03:18 – The New Look
05:43 – Picked by the People
10:06 – The True People’s Crown
13:02 – Putting the White Sox Hat on the Map
16:15 – It’s a Staple Now
18:02 – Credits
19:00 – Bonus Scene

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Watch the latest videos from the White Sox organization including behind-the-scenes coverage, game highlights and player personality features. Learn more about current players like Dylan Cease, Luis Robert, Tim Anderson, Eloy Jiménez, and Yoán Moncada, while also viewing historic archival footage of Frank Thomas, Paul Konerko, Carlton Fisk, Harold Baines and Minnie Miñoso. The Chicago White Sox have represented our fans and the city of Chicago since 1900, first at Comiskey Park and now at Guaranteed Rate Field. The Club is committed to proving our success, whether that is through on the field with a single play or off the field with our annual support of the Amateur City Elite program and other Chicago-based organizations through Chicago White Sox Charities. #WhiteSox