As we all know, Wheaties is the Breakfast of Champions. But it’s highly unlikely that the brains behind the brand would agree to put a white rapper with an affinity for the kush on its box. After all, we saw what happened to a certain U.S. Olympian. Thus, Asher Roth settled for the “Brand for Champions,” otherwise known as UNDRCRWN.
The clothing line, founded in 2005 and most notably recognized for its implemented imagery of basketball culture, succumbed to the same haze (no pun intended) that Roth and his hypnotizing single put us all under. Yes, you do love college. And now you can proclaim so on your tee, sweater or, more suitably, letterman jacket.
In support of the SRC recording artist’s first single, “I Love College,” UNDRCRWN created and released a Varsity Sport-influenced line, The College Collection. You saw Asher Roth rock the basic tee in his “I Love College” video – underneath the ubiquitous gray hoodie, behind the red Solo cup, next to the half-naked girl. You may have also peeped in him in their Spring 2009 look book, in true unsophisticated undergrad fashion, with a foam finger up his nose.
The Spring 2009 collection challenged all the dully-dressed disciples with a line full of crewnecks, zip-ups, and tees that highlighted bold stripes and textures, bright colors, and distinct graphics.
Set to be released this summer is UNDRCRWN’s inaugural Encore collection. Going back to its roots of paying homage to sport heritage, the line aims to pit old against new, and will include the re-released classic “Dynasty”, “UNDRCRWN Theory” and “Play Ball” tees.
Peep all the lines, each equally worthy of being worn by a champion, or at least a collegiate, here. - Danielle Cheesman