Early graffiti writers racked paint by tying a knot in their jacket pocket and sliding Krylon cans in the sleeves. DJ’s and producers took uncleared samples, flipped them, and made something distinctly theirs. And designers scoffed at luxury fashion gatekeepers when they were told they what they were doing was akin to counterfeit. But that defiance was done in the spirit of creation, above capitalism, and they gave back much more than they ever took.

Brands have been jamming their hands in Hip-Hop cultures pocket for almost forty years. In certain cases, it’s been a strong-arm robbery. In others, its’ been slyer — like a veteran pick pocket in Times Square — who does it with five-finger-finesse of a Harlem Globetrotter on the hardwood.

While some may argue that Hip-Hop’s consistent usage in boardrooms across the country is a sign of progress – especially for an art form that at one point had an expiration date — it feels more like the political metaphor involving a frog and a pot of water. If you slowly turn up the heat— in Hip-Hop’s case over the last forty years — the frog will allow itself to be boiled due to complacency. 

It’s time for real action. Every person — whether a global superstar — or someone who caught a marker tag on a bus just one time, deserves a seat at the table.

So we built that table, one with beautiful imperfections, that has a slight wobble to it so that you need to put salt packets underneath one of the legs.

Rock The Bells isn't just another brand looking to cash in on Hip-Hop's popularity. While a similar sentiment has probably been uttered thousands of times, we've put our desire to uplift the artists who shaped this culture at the forefront of our mission.

We’re the Champions of Hip-Hop, and for all those who love Hip-Hop.

So what does that actually mean? 

It means that Rock The Bells is owned by icons: LL COOL J, Big Daddy Kane, Run-DMC, Eminem, Roxanne Shante, Salt-N-Pepa, DJ Kool Herc, Grandmaster Caz, Fab 5 Freddy, RISK, Ernie Paniccioli, and Jonathan Mannion. 

It means that if you love Hip-Hop, too — in the same sort of way you can appreciate an idyllic sunset without thinking about how you can make money off solar power — Rock The Bells is the place for you.

Icons and fans — interconnected through a shared love of the four elements of Hip-Hop — all ensuring that current and future generations understand that you must put in more than you take out.