Released on = February 8, 2007, 8:22 am

Press Release Author = Troop

Industry =

Press Release Summary = With apparel adorned by Kanye West in the new video "I still
love H.E.R." by Japanese artists the Teriyaki Boys, Troop earns its reputation for
being the incendiary force behind today's ath-leisure fashion movement.


Press Release Body =


Troop, official licensee of Innovative Custom Brands (ICB), takes great pleasure in
announcing its newest appearance on today's international music scene. With
apparel adorned by visionary rapper, producer, and social commentator Kanye West in
the new video "I still love H.E.R." by Japanese artists the Teriyaki Boys, Troop
earns its reputation for being the incendiary force behind today's ath-leisure
fashion movement. This landmark video marks a real triumph for the newly revamped
brand, driving home its pivotal place in the popular culture it has called home
since 1986.
"From his unique musical voice to his commentary on Bush and Hurricane Katrina,
Kanye West is making a real impact on the world both musically and socially-setting
the bar for the style and innovation hip hop fans demand," says Chuck Hellman,
President of Troop. "People like Kanye West know what's hot-be it retro or
alternative. So seeing him in Troop really makes a statement about the timeless
appeal of our brand."
True to form, 2007 has started off strong for these urban fashion trailblazers,
beginning with a New Year's collaboration that took place on the revolutionary new
Internet TV station RockMeTV. Troop has recently partnered with this new media
outlet, providing Troop gear to their video jockeys and live audience members as
part of their consistent efforts to regain their position as THE urban apparel
company on the hip-hop scene.
With its dedication to new media like RockMeTV and its influence on the hip hop
market for almost a quarter century, Troop is demonstrating a real flair for
providing the media breadth so essential to commercial success in the information
age. In addition to Kanye West's impromptu appearance in vintage Troop gear, the
Troop brand has been seen on many of the world's most legendary hip-hop artists from
L.L. Cool J to Ghostface Killah and continues to maintain a distinctive identity in
the fluctuating fashion marketplace.
"It's always been our pleasure to add our special flavor into the mix," says
Hellman. "Hip hop is always evolving-with international acts like the Teriyaki Boyz
redefining what the term hip hop even means. It's always been our goal to stay at
the cusp of this market and we're glad we have a place in this new evolution."
Since its inception, Troop has always focused on providing leading edge ath-lesiure
garments that reflect the potent personalities of their customers. With contemporary
hip hop fashion trends now spreading across the globe and into Japan, this video
marks a new beginning for Troop, who has its sites on the Asian market and beyond.
"When we saw the spot we knew it was big," says Hellman. "And it provides a great
contrast to Nigo's Bape brand--melding our old school fashion styles with their
influential predecessors. It's a real boon that hip-hop innovators understand the
importance Troop has on the urban landscape. But it's really just an honor to have
them wearing our gear," Hellman says.


Born in the Bronx in 1986, Troop is a historical icon on the Hip-Hop fashion scene,
setting trends that have been largely imitated but never reproduced. Responsible for
creating Vintage ath-leisure garments, Troop is more than a brand; they are a vision
in artwork that moves. Specializing in footwear and urban-lifestyle apparel, Troop
is always on the cusp of contemporary urban culture, standing alone as a pioneer in
the melding of street and style. Troop gear is available through eastbay.com, Pac
Sun Outlets, and YRB Soho/NYC, among others. For more information call Rod Schecter
at 405-347-4118 or go to TroopNYC.com.


Web Site = http://www.troopnyc.com

Contact Details = 1400 Broadway Suite 803
New York, New York 10018

Chuck Hellman
Troop Sportswear