In the early 2000s, there was a scarcity in meaningful apparel that once dominated black culture. Clothing was beginning to lack value, substance, and most importantly pride. This passion for activism, alongside vibrant color ways, and daring statements, challenge the social constructs of society and show the world your voice. Haute Greeks Couture rebranded to “HGC Apparel,” giving life to a monumental movement spearheading what is now known to be “Unapologetically Black!” The brand has grown so much over years and is now in Foot Locker and Champs Sports locations across the nation.