It’s been over 30 years where it has been a mainstay in culture. As 2023 marks the 50th anniversary of hip-hop and the 70th anniversary of the 59Fifty ball cap there is an authentic opportunity to tell the story of the White Sox ball cap – an iconic piece of hip-hop and cultural history that has continued to this day. Fitted in Black: How Hip-Hop Fueled the Greatest Rebrand in Sports, presented by @newera, tells that story. Exploring the historic 1990 White Sox rebrand, Fitted in Black details the Sox ball cap swift and authentic entrance into pop culture. Quickly weaving through the White Sox brand before 1990, this documentary goes on to explore the reasons why the black and white ball cap became synonymous with hip-hop. “And this was just like, we brand new, it was a new decade,” Ice Cube said of the new Sox look. “And it felt like, this is a new attitude for baseball.” The classic look immediately became a part of ‘a uniform’ for many in hip-hop, cementing it as a timeless...