Don’t… Don’t… Don’t… Don’t believe the hype! Never ever a rap joint sticked to my cerebral cortex like this. It was a statement. A life mission in my case. In case you doubted it, this blog is one of my tools, but let’s start from the beginning. In a transition period around 1990, my life revolved around hardcore punk and thrash metal, beside skateboarding. So when Anthrax started rocking Public Enemy tees and Slayer was signed to the same label of Beastie Boys, I smelled the news and I wanted to understard what the “new craze” was about. I was completely ignorant about the whole movement, spoke a little English and didn’t knew what a b boy or a tag was. The rest is history: hip hop nowadays plays an important role in my life and it’s kind of my wife/my religion/my law. Let’s see what Urban Dictionary has to say about hype: “A fad. A clever marketing strategy which a product is advertized as the thing everyone must have, to the point where people begin to feel they need to consume it.” Even if this blog is about objects that you buy and consume to your liking, never ever I will tell you that objects will make you a better person. Experience and knowledge will. The smile on your face defines you, not the perfect matching of the colors you’re rocking today or your toys collection. “Don’t believe the hype” was a warning from Public Enemy against the news and the ads that wants to make us brainwashed clones. Stuff like this video for example. Adnauseum are the awareness bell ringers that do the job on this fine hoodie by Fifty24 SF Gallery delivered straight outta Interjeans srl. We know this design studio for several Zoo York graphics on tee shirts and decks, but here the simple yet effective design yellow on black gets a thumb up from The Maxiemillion, reminiscent of Arthur Fonzarelli happy days. Soft fleece, original pockets cut and last but not least the message on it, make this garment an instant favourite and most of all a plan on which the year in front of us will be based.