G-Unit is a fusion of style and hip hop swag. The clothing label was founded in 2003, thanks to the efforts of Marc Ecko (founder of Ecko Unlimited) and multi-platinum rap artist 50 Cent.
“We are excited to work with 50 Cent on the G-Unit Clothing Company collection. Ecko Unlimited has had a long relationship with 50, supporting his efforts while he was still an unsigned artist,” said Marc Ecko. “We knew that he was capable of this level of success and this collection is indicative of his achievements.”
G-Unit clothing is a line of stylish wear inspired by 50 Cent himself and fellow G-Unit members Lloyd Banks, Tony Yayo, Young Buck, 40 Glocc, Spider Loc, Young Hot Rod and Nice. G-Unit is short for “Guerilla Unit” or “Gangsta Unit”. The hip hop group, who hails from New York, rose to fame with the release of its several mix tapes. Some of the group’s hit songs include 50 Cent is the Future, God’s Plan, No Mercy, and Automatic Gunfire.
G-Unit Clothing reflects both the rugged and sophisticated aspects of the crew’s lifestyle. It mirrors the “style of the streets” persona which is apparent in the artists’ raw image and ‘savoir-faire’ style.
The line is composed of a men’s and women’s collection line which carries shirts, jeans, sportswear, hats, and accessories. 50 Cent, who drew inspiration from mentor Eminem’s launch of the Shady Inc. clothing line, is a formidable believer in the label’s quality. He reportedly expressed that “the G-Unit Clothing Company is Quality clothing… I think it’s the best possible clothing company.”
Marc Ecko supports 50 Cent’s claim of the quality of the clothes by asserting that his partner “has an interesting point of view, a clean, crisp sense of style. The simplicity is what will be refreshing to the market.”
The label’s first collection was unveiled during the Spring of 2004. The fresh line consisted of five shirts designed with the G-Unit logo. It was preceded by a limited clothing men’s wear line which debuted during the holidays.
After the men’s wear launch, G-Unit ventured into women’s and children’s wear. Soon watches and leather goods were introduced to the market as well. Reebok also collaborated with G-Unit in the release of a sneaker collection.
The collaboration is a unique partnership on both ends, because Marc Ecko is not in charge of the designing, but rather the marketing and merchandising processes of the brand. As he said to the Associate Press, “It’s not new for a rapper or pop artist to launch a clothing line, but what is new is that a design-driven company like us is partnering with an artist to offer the marketing and merchandising.” Ecko even added a G-Unit Showroom and a 50-man office in the enterprise’s headquarters in New York.
The clothing mogul compares the G-Unit collaboration to the Nike and Michael Jordan partnership. In this spirit, 50 Cent has full ownership of the label, and has every right to re-launch it without Ecko.
With that said, 50 Cent plans to re-launch the brand during 2009. The collection, which is intended for the Spring and Summer seasons, was unveiled on February 2009. The most awaited collection will feature quality clothes made of cotton and silk.
Besides its stylistic ideals, G-Unit has a number of philanthropic endeavors. Its profits, and the proceeds given to the G-Unity foundation, go directly to the Book Bank Foundation , an organization that promotes literacy among the youth. For every item you buy, you help a person expand his knowledge through books.
As, the G-Unit brand begins to turn a new chapter in 2009, who knows what holds for the company in the future. But one thing is for sure; it will stay true to its style and provide the world with quality hip hop fashions.