Lo Life: An American Classic

Lo Life: An American Classic takes the reader on a trip to New York City in the early 80s—a time when crime and violence ran the streets. The famed street gang, The Lo Lifes emerged from this tumultuous time. Formed by crews of teenagers from the Brownsville and Crown Heights neighborhoods of Brooklyn, they made a name for themselves by dressing head to toe in highly coveted Ralph Lauren clothing or “Lo.” Polo apparel—and other preppy 80s fashion brands like Guess, Nautica, and Benetton, among others—presented an aspirational lifestyle for these kids from rough neighborhoods just struggling to get by. Fighting for style and survival, the Lo Lifes targeted these brands, and would acquire them by any means necessary—including stick-ups, shoplifting, and hustling. A reign of terror ensued, when your new winter coat could make you the target for a robbery or worse. What started as an informal gang uniform, organized around clean designs and bright colors, became a devotion to a lifestyle brand, and eventually created an association between the streets and luxury that would fundamentally change the foundation of the fashion industry.