444 Virtues examines the culture and impact of rap music. In the spirit of hip-hop’s origins, we stay authentic. We believe in keeping our designs minimal and the branding coherent, avoiding trends. Our project follows this logic: we want our clothes to be as long-lasting as brands like Dickies or Nike. We’re also deeply inspired by the cinematic principles that influenced the great rap albums of past eras. Our clothes are priced fairly, and we intend to keep them that way—this isn't a 'streetwear' brand, this is a clothing brand for the streets.