Chicago White Sox rebrand fueled by hip-hop, as explained in Fitted in Black - South Side Sox

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Chicago White Sox New Era Sidesplit 59FIFTY Fitted Hat - Black

Chicago White Sox Side Split New Era 59FIFTY Fitted Hat - Clark

Chicago White Sox rebrand fueled by hip-hop, as explained in

White Sox 'Southside' jerseys: The tale behind 'authentic' look

Fitted In Black: How Hip-Hop Fueled the Greatest Rebrand in Sports

Behind the Scenes of Fitted in Black - Inside the White Sox

Fueled by hip-hop, the Sox ball cap is now a staple of music and

Behind the Scenes of Fitted in Black - Inside the White Sox

Nate Spurlin —

White Sox produce Fitted in Black documentary on 1990s team

Documentary Fitted In Black Examines Connection Between Chicago