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♪ ♪
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ROB: It's been said that "Nostalgia ain't
what it used to be."
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But there is a time and a place
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we all love to look back on,
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and that is the 80s.
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It was a decade when
what we wore was big,
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bold and not for everyone.
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DMC: Yo!
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TIFFANI: The colors!
My mind was blown!
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ROB: A time when success
was defined by excess.
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JEREMY: Power,
glamour, greed is good.
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DEE: Men were peacocks.
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JOAN: You could wear anything;
it was enormous fun.
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ROB: But with all these
looks to choose from,
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it is our mission to narrow
them down to a top ten,
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the streetwear that
defined the decade.
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But only one will be
the best of the best.
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(theme music plays)
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ROB: We're going to
start with a "bang".
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The unlikely story of an
item that went from British
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aristocracy to become one
of the signature looks
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of hip hop.
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Let's tip our caps to
number ten.
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♪ ♪
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NARRATOR: The 80s not only
marched to a different drummer
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it marched to a
whole new rhythm...
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♪ Put your hands in the air,
put your hands in the air ♪
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NARRATOR: Hip Hop.
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♪ Pick it up, pick it up ♪
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NARRATOR: And the crowning
glory of hip-hop fashion is
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our number ten...
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♪ The party don't
start till I walk in ♪
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NARRATOR: The Kangol hat.
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DANA: Kangols was
hip hop at the time.
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And if you had a Kangol,
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you had a little juice
because you had a Kangol.
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DMC: Did I wear a Kangol hat?
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Yes. I'm on album
covers with Kangol hats on.
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NARRATOR: The Kangol Hat
became the defining look of
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80s hip hop and like
so many great stories,
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ours begins in high school.
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But LaGuardia High
isn't just any high school
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It was made famous
in a movie and TV show...
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♪ Fame! ♪
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♪ I'm gonna live forever ♪
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DANA: Let me stop right there and tell you
how I got into rapping.
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We in the classroom and we
got a substitute teacher.
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He starts banging
on the table,
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him and a few other dudes,
you know, and he starts rapping.
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And I'm like, I need to learn
how to do this and that night
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I went home and
started writing a rap.
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♪ Well, I walked into the
office, what did I see? ♪
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♪ A well shaped body
with her back to me ♪
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♪ Sitting in her chair with
an all-white gown she said ♪
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♪ Dana Dane won't
you please lay down? ♪
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The actual day that I can
remember us becoming the
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Kangol Crew was a day
called hat and tie day.
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You come in, you wear
any type of hat you want,
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and you wear a tie.
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And you wear an
incredible outfit.
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So, we decided we were
going to wear Kangols.
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That's when we became
the Kangol Crew .
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What we had in common was
we liked to dress fresh,
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and that's what they
called it, "Fresh".
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MAN: How'd you
rock your hat man?
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MAN 2: I sport
it fresh, Holmes.
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MAN: Word, word.
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DMC: Dressing fresh in
the 80s was a statement.
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I am somebody and I
feel good about myself.
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NARRATOR: And feeling
fresh was dressing like...
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conservative golfers?
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DANA: We saw cats on the golf course
with the Kangols and thought,
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hey, that's a
cool look right there.
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NARRATOR: Kangol started
making berets in the UK in 1938
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and went on to make
headwear for generals,
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princesses, and, yes, golfers.
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Rappers like Dana Dane
introduce Kangol to the street.
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DANA: We just repurposed
what was around us,
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that's what hip hop
was built from.
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NARRATOR: But it's the
Kangol bucket that becomes the
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signature look of 80s hip-hop.
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DMC: It was definitely
organic word of mouth,
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when I was little, I saw
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"Whoah, that red Kangol's
amazing, I gotta get one!"
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♪ Pump, pump it up ♪
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NARRATOR: Kangols took
off like wildfire,
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as 80s hip hop
blazed up the charts.
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♪ Pump, pump it up
pump, pump it up ♪
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♪ Pump, pump it up ♪
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♪ Pump, pump it up ♪
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♪ Party all the time,
pump, pump it up ♪
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LONI: When LL Cool J
came on, he had no shirt,
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but he had on a Kangol,
men would just focus on the hat,
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I would focusing on the chest.
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(giggles)
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DANA: We like to say about hip hop that
we didn't invent anything,
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but we created everything.
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DMC: When you
put that Kangol on,
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you felt like the baddest
(bleep) on the planet.
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ROB: Now, how on earth did
we arrive at our Top Ten?
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Good question.
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A panel of eight experts
ranked the items from ten to one
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considering two factors:
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80s 'wow',
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their importance at
the time, and 'impact',
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their legacy today.
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The panel's mission: to
discover the most vital
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streetwear fashion
of the decade.
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The 80s was also the decade
when the fashion police had
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trouble tracking many moving
violations of good taste.
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And when it comes to movement
our number nine revolves
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around a guy who inspired an
entire sport where defying
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gravity was the easy part.
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NARRATOR: In the mid 1970s the
skateboarding craze took off
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among Southern California's
rebellious youth.
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In the early 80s those
rebels were joined by a
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new recruit who
would change their game.
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TONY: I was a teenager when I
really got into skating most
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heavily and had a pretty
good run of success.
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I was making a living,
doing what I loved.
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I was traveling the world.
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NARRATOR: Tony Hawk knew
you had to have the
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right shoes in order
to ride those urban waves.
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TONY: I saw an advertisement
in a skate magazine,
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and I'll never forget,
I thought,
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"There's a shoe made for
skateboarding",
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I have to have it.
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Vans shoes in the 80s
were the skate shoes.
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My dad drove me to the
Vans store,
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it was, like, a half-hour
away from our house,
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I knew right when I put
on my first pair of Vans
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and stood on a skateboard
that that was the shoe.
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NARRATOR: Steve Van Doren's
family co-founded Vans on the
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West Coast in the 60s.
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Their clunky shoes were
perfect for skaters.
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STEVE: The special
thing about the sole,
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it was a waffle design
that gripped the boards.
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They "felt" the board better.
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MAN: Tony, do that ollie dude,
that Delmar, come on!
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So sick.
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TONY: They identified
me as a skater probably most importantly,
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I could feel that it was
sticking to my board and
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they actually do
work on a skateboard.
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NARRATOR: As
Tony Hawk's career takes off,
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Vans soar in popularity.
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And get another boost
from a stoner classic.
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(thudding)
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SPICOLI: That was my skull.
I'm so wasted!
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♪ Matty told Hatty ♪
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♪ That's the thing to do ♪
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MAN: Hey, hey come
on down from there.
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♪ To pull the wool with you ♪
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♪ Wooly bully, wooly bully ♪
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NARRATOR: But in the mid 80s
the fortunes of skateboarding
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and Vans are set
to take a dive.
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REPORTER: The sign
reads no skateboarding,
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and you won't find
skateboarders, here on the
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Loring Greenway where
skateboarding is prohibited.
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NARRATOR: But the 80s
had a way of transforming
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rebellion into merchandise.
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Today, Vans is a
$4-billion company.
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And Tony Hawk?
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Well, 4 decades later
he's still riding Vans.
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TONY: When I skate now,
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I'm wearing the exact
same model shoes that
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I skated in when I was 14.
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MAN: Pretty hot.
That was mental!
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ROB: We've gathered here
today to count down the top ten
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streetwear fashions of the
1980s and I'm proud to say
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that number eight was inspired
by one of my Outsiders co-stars.
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♪ I can make love to you woman
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♪ In five minutes' time ♪
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BRYAN: All the
good sunglasses,
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all of them come
out of the 80s.
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NARRATOR: In the early 1980s
Ray-Ban is a brand on the way
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down so they decide to
get busy getting noticed.
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MARK: Tom Cruise
in Risky Business with
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the famous poster.
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NARRATOR: Called
'product placement' the idea
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is just to get a star
to wear your product.
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And after Tom Cruise turns Ray-Ban
Wayfarers into a smash hit,
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the company focuses
on another of its
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most iconic brands.
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SETH: They're called Aviators,
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these are things flyboys
would use to fight glare when
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they're flying planes.
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NARRATOR: Aviators are really just
standard military issue until...
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♪ Highway to
the danger zone ♪
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♪ Gonna take you right
into the danger zone ♪ ♪
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NARRATOR: Tom Cruise relaunches
these iconic sunglasses.
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TOM: I feel the need...
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BOTH: The need for speed!
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(slap)
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SETH: Aviator sunglasses are
this innately all-American,
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clean-cut heroic
movie-star look.
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It's no wonder they took off.
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NARRATOR: The movie star
coupled with Ray Ban Aviators
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captures the mood
of the times,
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as another movie-star leads
the charge for the US to
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reclaim its military swagger.
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(cheering)
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Reagan (over PA):
You ain't seen nothing yet.
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00:10:51,260 --> 00:10:52,961
JEN: Ronald Reagan was
really starting to expand the
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military at that time.
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TOM: Let's go!
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JEN: I'm sure they were really
glad when that movie came out
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because it's basically a long,
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patriotic music video
that all appealed very much
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in Reagan's America.
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SETH: Aviators just latched
onto that, everybody had them.
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NARRATOR: One year after
Top Gun tops the box office,
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00:11:17,152 --> 00:11:21,590
Ray Ban's sales hit an
all-time high of $1.2 billion.
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And thanks to some maverick
product placement Aviators are
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00:11:26,528 --> 00:11:29,064
as popular today as
they've ever been.
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STACY: I hope that Tom
Cruise had stock in Ray-Bans,
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00:11:33,936 --> 00:11:35,537
that's all I'm saying.
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NARRATOR: So far, we have
the Kangol Hat at number ten,
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the Vans shoe at number nine
and Ray-Ban at number eight...
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But our number seven is an
item invented in the 50s
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that shaped a
fashion craze in the 80s.
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DEE: It was incredibly
flexible, and moveable,
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it was awesome.
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ANNOUNCER: Turn up
your television okay,
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'coz you're not gonna believe
what you're about to hear.
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Would you please join with me
and welcome Twisted Sister.
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DEE: I'm constantly asked what
I miss the most about the 80s,
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and I always say spandex
because it was so liberating.
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NARRATOR: In 1984 Twisted Sister
hit the big time by turning
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traditionally macho
heavy metal on its head...
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And stretching into a miracle
fabric that would cover the
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00:12:29,825 --> 00:12:32,895
80s in athletic and
not so athletic glory.
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DEE: I cannot think of one
place that I wore my spandex
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that I ever regretted it.
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I looked cool.
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Spandex was comfortable,
and everything was clear
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as a bell.
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There were no secrets.
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I found out from some fans from back
in the earliest days of the band,
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that they said,
240
00:12:57,719 --> 00:13:00,088
"did you know that we
could see your junk?"
241
00:13:01,557 --> 00:13:05,460
NARRATOR: And someone who had seen
it all before was Dee's main squeeze.
242
00:13:06,428 --> 00:13:09,131
DEE: I've really got to give
credit to my wife, Suzette,
243
00:13:09,198 --> 00:13:11,266
for introducing me and
the band to spandex.
244
00:13:11,834 --> 00:13:14,002
And that all started with
her walking into the club one
245
00:13:14,069 --> 00:13:17,739
night wearing a top she knew I
liked only to find me on stage
246
00:13:17,806 --> 00:13:19,274
wearing the same top.
247
00:13:19,341 --> 00:13:21,343
And when she asked me why
I was wearing the same top,
248
00:13:21,410 --> 00:13:23,078
I said, "I told you
I loved your top.
249
00:13:23,145 --> 00:13:25,147
You didn't think I
meant on you, did you?"
250
00:13:26,849 --> 00:13:28,884
At that point she said, "I'm
not going to have my boyfriend
251
00:13:28,951 --> 00:13:31,153
wearing my clothes
anymore." and started making
252
00:13:31,220 --> 00:13:33,989
Twisted Sister's outfits as
she did for the whole time.
253
00:13:34,957 --> 00:13:37,793
WOMAN: My girdle, my girdle,
I've lost my 18-hour girdle!
254
00:13:38,560 --> 00:13:40,662
Oops, I've got it on.
255
00:13:42,464 --> 00:13:44,733
NARRATOR: Bizarrely,
spandex emerged from a lab
256
00:13:44,800 --> 00:13:46,368
in Nazi Germany...
257
00:13:46,435 --> 00:13:51,273
It was then refined by Dupont Chemicals
and given the trade name Lycra.
258
00:13:52,474 --> 00:13:54,276
JEREMY: Spandex and Lycra are
the same thing but it's like
259
00:13:54,343 --> 00:13:55,711
Kleenex and tissue.
260
00:13:56,945 --> 00:13:59,748
NARRATOR: Call it what
you will, Lycra or spandex,
261
00:13:59,815 --> 00:14:02,317
just how did this
fabulous fiber stretch
262
00:14:02,384 --> 00:14:04,786
from being the outfit of
choice for wrestlers and
263
00:14:04,853 --> 00:14:08,056
rock-stars to becoming
mainstream fashion?
264
00:14:08,724 --> 00:14:10,626
JANE: Are you ready
to do the workout?
265
00:14:10,692 --> 00:14:12,227
GROUP: Yeah!
266
00:14:12,761 --> 00:14:14,296
NARRATOR: After
breaking her ankle on the
267
00:14:14,363 --> 00:14:15,797
set of The China Syndrome,
268
00:14:15,864 --> 00:14:17,833
Jane Fonda turns
to aerobics to help
269
00:14:17,900 --> 00:14:19,201
with her recovery.
270
00:14:19,268 --> 00:14:20,769
JANE: Feel that burn.
271
00:14:21,403 --> 00:14:23,906
NARRATOR: The 'Workout' video
becomes the best-selling VHS
272
00:14:23,972 --> 00:14:27,776
of all time and millions
of keep fit fans ditch their
273
00:14:27,843 --> 00:14:30,012
polyester for spandex.
274
00:14:30,412 --> 00:14:35,284
JANE: One, two,
three, four, five, six...
275
00:14:35,684 --> 00:14:37,319
LONI: Spandex are
you kidding me?
276
00:14:37,386 --> 00:14:39,288
Everybody wore spandex.
277
00:14:42,124 --> 00:14:45,193
STACY: It was a cornerstone
of fashion design.
278
00:14:48,563 --> 00:14:51,533
WOMAN: Fall, 1987
Donna Karan sum it up.
279
00:14:52,634 --> 00:14:53,669
DONNA: Stretch.
280
00:14:53,735 --> 00:14:55,404
STACY: Where would Donna
Karan be without spandex?
281
00:14:55,470 --> 00:14:57,773
Where would Gianni Versace
be without spandex?
282
00:14:59,207 --> 00:15:01,610
Spandex made clothes
easier for women.
283
00:15:02,911 --> 00:15:05,547
It became so popular because
it was so accessible.
284
00:15:08,884 --> 00:15:10,652
LONI: And it came
in different colors.
285
00:15:10,719 --> 00:15:13,388
I had some hot pink
spandex, I had white ones,
286
00:15:13,655 --> 00:15:15,057
I looked like a
walking burrito,
287
00:15:15,123 --> 00:15:18,360
I did not care because
I had on my spandex.
288
00:15:21,163 --> 00:15:23,065
DEE: There's never a
bad time for spandex.
289
00:15:25,334 --> 00:15:28,537
ROB: In the 80s, the
counterculture of the 60s became
290
00:15:28,603 --> 00:15:30,372
over-the-counterculture.
291
00:15:30,439 --> 00:15:32,641
Rock and roll became
corporate and got its own
292
00:15:32,708 --> 00:15:34,376
24/7 TV channel.
293
00:15:34,943 --> 00:15:37,879
Sitcoms like Family Ties
turned aging hippies
294
00:15:37,946 --> 00:15:39,147
into a punchline.
295
00:15:39,748 --> 00:15:42,684
Even jeans swapped the word
'ordinary' with 'designer'
296
00:15:43,285 --> 00:15:46,188
creating a product that
re-invented another revolution.
297
00:15:46,254 --> 00:15:48,490
Get ready for our number six.
298
00:15:53,495 --> 00:15:58,000
♪ ♪
299
00:15:59,568 --> 00:16:02,304
JEREMY: I thought acid wash
denim was disgusting.
300
00:16:02,804 --> 00:16:05,407
Because it really was
associated with all the music
301
00:16:05,474 --> 00:16:07,776
that was tacky, like Tiffany.
302
00:16:08,110 --> 00:16:09,311
♪ I think we're alone now. ♪
303
00:16:09,378 --> 00:16:10,579
♪ Alone now. ♪
304
00:16:10,645 --> 00:16:14,116
♪ There doesn't seem
to be anyone around ♪ ♪
305
00:16:19,287 --> 00:16:23,225
NARRATOR: In the early 1980s sales
of traditional denim are in decline.
306
00:16:24,292 --> 00:16:26,595
The industry needs
a radical reboot.
307
00:16:27,195 --> 00:16:28,897
Meet the guy
who would become the
308
00:16:28,964 --> 00:16:30,766
"godfather of denim."
309
00:16:32,134 --> 00:16:35,337
ADRIANO: When we started
working in the 80s,
310
00:16:35,404 --> 00:16:37,472
we had totally
different concept.
311
00:16:37,839 --> 00:16:41,476
My mission was to bring the
jean to a different level.
312
00:16:43,211 --> 00:16:46,214
NARRATOR: Adriano's vision is
to create a new look inspired
313
00:16:46,281 --> 00:16:48,750
by 1960s surfer culture.
314
00:16:49,384 --> 00:16:52,788
The idea was to wash the
jeans with bleach and stones,
315
00:16:53,221 --> 00:16:55,457
also known as 'stonewashing'.
316
00:16:59,995 --> 00:17:01,930
Then, a happy accident.
317
00:17:02,798 --> 00:17:05,901
At the factory, somebody
forgets to add the water that
318
00:17:05,967 --> 00:17:07,269
dilutes the bleach.
319
00:17:07,769 --> 00:17:10,405
♪ Ooh, I'll bet you're
wondering how I knew ♪
320
00:17:10,939 --> 00:17:14,509
ADRIANO: And we realized that
was creating an effect that was
321
00:17:14,576 --> 00:17:16,044
very, very interesting.
322
00:17:18,580 --> 00:17:21,249
NARRATOR: Although acid wash
is born out of a blunder,
323
00:17:21,516 --> 00:17:23,852
it's a very profitable one.
324
00:17:24,152 --> 00:17:27,522
STACY: The treatment of
acid wash was revolutionary.
325
00:17:28,657 --> 00:17:30,792
We'd never seen anything
like that before.
326
00:17:30,859 --> 00:17:33,528
MAN: Technology helped invent
new ways to wear denim.
327
00:17:34,229 --> 00:17:36,765
Everything that looked
old was new again.
328
00:17:42,370 --> 00:17:46,441
NARRATOR: Within a few years,
acid wash denim is everywhere
329
00:17:46,508 --> 00:17:48,543
and worn by every celebrity,
330
00:17:48,844 --> 00:17:51,179
from Dolly Parton
to Andre Agassi.
331
00:17:53,215 --> 00:17:55,650
TIFFANI: I loved it,
I had my fair share of
332
00:17:55,717 --> 00:17:57,986
acid wash jeans and jackets.
333
00:17:59,688 --> 00:18:03,291
And then when they started coming out
with the colored acid wash,
334
00:18:03,358 --> 00:18:05,193
my mind was blown.
335
00:18:07,696 --> 00:18:09,998
STACY: It totally
revived denim as its own
336
00:18:10,065 --> 00:18:12,367
market within the
fashion industry,
337
00:18:12,434 --> 00:18:15,303
it wasn't just denim
it was acid wash denim.
338
00:18:16,805 --> 00:18:18,507
NARRATOR: And love
it or loathe it,
339
00:18:18,573 --> 00:18:21,743
acid wash denim
just won't go away.
340
00:18:22,110 --> 00:18:24,212
TIFFANI: It's neat to see
fashion always turn a little
341
00:18:24,279 --> 00:18:26,114
bit like a full circle
and here we are,
342
00:18:26,181 --> 00:18:28,183
acid wash is back again.
343
00:18:31,453 --> 00:18:34,756
NARRATOR: Acid wash denim joins our top
ten at number six,
344
00:18:34,890 --> 00:18:37,292
but as we close
in on the final five
345
00:18:37,359 --> 00:18:39,327
80s streetwear fashions,
346
00:18:39,394 --> 00:18:41,930
it's time to seriously
"pad" our numbers.
347
00:18:43,965 --> 00:18:47,235
JOAN: They used to make bras
with built-in shoulder pads
348
00:18:47,302 --> 00:18:49,471
that you'd wear under
a shirt or a t-shirt.
349
00:18:53,675 --> 00:18:56,011
ROB: So, we've run through
some of the major food groups
350
00:18:56,077 --> 00:18:59,281
of 80s fashion:
Ray-Bans, designer jeans,
351
00:18:59,347 --> 00:19:01,750
sneakers and of course,
our beloved spandex.
352
00:19:02,751 --> 00:19:05,820
Memorable items, but not
good enough to make it into
353
00:19:05,887 --> 00:19:07,355
our top five.
354
00:19:07,422 --> 00:19:10,425
Or in this case,
should I say 9 to 5.
355
00:19:16,398 --> 00:19:18,500
NARRATOR: The 80s
were a time of wars,
356
00:19:18,567 --> 00:19:20,602
both Cold and cultural.
357
00:19:21,102 --> 00:19:23,338
Ronald Reagan took
on the Evil Empire,
358
00:19:24,005 --> 00:19:25,207
and at the same time,
359
00:19:25,273 --> 00:19:28,009
a battle of the
sexes was raging,
360
00:19:28,076 --> 00:19:31,546
and that particular battle
wore an iconic uniform.
361
00:19:32,647 --> 00:19:37,686
LONI: The 80s shoulder
pads was the business.
362
00:19:40,155 --> 00:19:44,259
BRONSON: Shoulder pads and
big hair and bam and Dynasty.
363
00:19:45,327 --> 00:19:50,265
(Dynasty theme music)
364
00:19:50,899 --> 00:19:54,269
JOAN: Dressing up as
Alexis Colby was fantastic
365
00:19:54,336 --> 00:19:56,938
because she had unlimited funds,
366
00:19:57,005 --> 00:20:01,543
she had an unlimited budget to
buy her clothes and her jewels.
367
00:20:03,478 --> 00:20:06,248
I like it. Very nice.
368
00:20:06,314 --> 00:20:09,417
Much bigger than the
office that you used to have.
369
00:20:09,484 --> 00:20:11,953
Excellent decorator,
anyone I know?
370
00:20:12,454 --> 00:20:14,856
And by the second season
I could call the shots,
371
00:20:14,923 --> 00:20:18,660
and one of the shots I called
was I had just been in Paris
372
00:20:18,727 --> 00:20:23,632
and Pierre Cardin had brought out
the new look of shoulder pads.
373
00:20:24,332 --> 00:20:26,234
And I loved it.
374
00:20:26,301 --> 00:20:27,836
JOAN: It looks
rather good, doesn't it?
375
00:20:27,902 --> 00:20:29,137
MAN: Yes, it does.
376
00:20:30,171 --> 00:20:32,874
NARRATOR: It's not long before
the trend spreads to Southfork
377
00:20:33,341 --> 00:20:36,278
and oozes onto the set of
every glamorous TV show.
378
00:20:37,312 --> 00:20:39,914
PATRICK: Dynasty started high
fashion a little sooner than
379
00:20:39,981 --> 00:20:44,352
we did and then all of the
women on our show went ahem
380
00:20:44,419 --> 00:20:46,187
and then boy all of a sudden,
381
00:20:46,254 --> 00:20:48,123
the wardrobe just got
to be the star of the show
382
00:20:48,189 --> 00:20:49,357
for several years.
383
00:20:49,424 --> 00:20:51,626
LUCY: I think this
is all so exciting.
384
00:20:52,193 --> 00:20:54,062
Don't you Sue Ellen?
385
00:21:01,269 --> 00:21:04,205
NARRATOR: Dynasty and
Dallas glamorized the look,
386
00:21:04,272 --> 00:21:06,841
but real women in the
workplace also needed a
387
00:21:06,908 --> 00:21:08,810
uniform that meant business.
388
00:21:10,278 --> 00:21:12,514
KATIE: There's a lot
of different ways that
389
00:21:12,580 --> 00:21:15,350
shoulder pads trickled down
to the average girl,
390
00:21:16,384 --> 00:21:18,987
one would be through
films like Working Girl.
391
00:21:20,588 --> 00:21:22,324
MELANIE: I've never worked
for somebody who was younger
392
00:21:22,390 --> 00:21:24,526
than me before or for a woman.
393
00:21:25,160 --> 00:21:26,995
SIGOURNEY: Well, there's a
first time for everything.
394
00:21:28,396 --> 00:21:30,231
It's not gonna be a
problem is it, Tess?
395
00:21:30,298 --> 00:21:31,900
MELANIE: No, no.
SIGOURNEY: Good.
396
00:21:31,966 --> 00:21:34,736
Why don't you pour us a couple
coffees and come on inside?
397
00:21:35,203 --> 00:21:37,339
I'm light and no sugar.
398
00:21:40,008 --> 00:21:42,677
WOMAN: Good afternoon, do your
clothes get you respect?
399
00:21:43,278 --> 00:21:45,246
Or whistles?
400
00:21:45,613 --> 00:21:47,482
Do you dress for success?
401
00:21:47,549 --> 00:21:49,851
Today I'll be speaking
to a clothing engineer.
402
00:21:49,918 --> 00:21:51,953
He is John T. Molloy.
The book is called,
403
00:21:52,020 --> 00:21:55,123
The Woman's
Dress for Success Book.
404
00:21:56,024 --> 00:21:58,093
NARRATOR: Leave it to
a man to tell a woman that
405
00:21:58,159 --> 00:22:01,029
she should dress like
a man to get ahead.
406
00:22:01,696 --> 00:22:03,331
JOHN: If a woman
wants to give orders,
407
00:22:03,398 --> 00:22:04,499
this is what she wears.
408
00:22:04,566 --> 00:22:06,101
If a woman wishes to
be taken seriously,
409
00:22:06,167 --> 00:22:07,268
this is what she wears.
410
00:22:07,335 --> 00:22:09,904
Now, clothing never gets
anyone into the boardroom....
411
00:22:09,971 --> 00:22:11,740
But the wrong clothing
can keep you out.
412
00:22:15,377 --> 00:22:19,347
ELLEN: What women did in the
80s was basically do a female
413
00:22:19,414 --> 00:22:21,516
version of a male silhouette.
414
00:22:22,951 --> 00:22:25,553
CALVIN: Businesswomen
need to look a certain way.
415
00:22:25,620 --> 00:22:27,989
They're attractive,
feminine clothes that fit
416
00:22:28,056 --> 00:22:29,958
into a business world.
417
00:22:30,825 --> 00:22:33,495
STACY: The higher the
shoulder pad, the closer to God.
418
00:22:34,129 --> 00:22:38,400
And that held true for the
American working woman,
419
00:22:38,466 --> 00:22:40,602
trying to muscle in,
420
00:22:40,902 --> 00:22:43,371
into what was male
territory so the bigger
421
00:22:43,438 --> 00:22:45,106
the shoulder
pad the easier it was to
422
00:22:45,173 --> 00:22:47,108
make space for women.
423
00:22:48,743 --> 00:22:51,346
JOAN: I think that there were
women who were role models on
424
00:22:51,413 --> 00:22:54,082
television and in movies.
425
00:22:56,151 --> 00:22:59,854
And I feel the 80s women
came into their own.
426
00:22:59,921 --> 00:23:01,156
They were fabulous.
427
00:23:01,222 --> 00:23:04,659
JOAN: I go or I
stay where I choose.
428
00:23:13,401 --> 00:23:15,970
NARRATOR: Shoulder pads sits
at number five but with four
429
00:23:16,037 --> 00:23:19,441
contenders left in the race
it's still all to play for.
430
00:23:20,208 --> 00:23:21,843
But what will be
our number one?
431
00:23:23,511 --> 00:23:24,979
Sneakers that got banned?
432
00:23:25,480 --> 00:23:27,849
A shirt that bought you
into an exclusive club,
433
00:23:28,349 --> 00:23:30,885
or a look ripped off from
Colombian drug lords?
434
00:23:32,654 --> 00:23:35,423
So many choices,
so little time.
435
00:23:39,561 --> 00:23:41,162
ROB: So, we're more than
halfway through
436
00:23:41,229 --> 00:23:42,931
and the competition is ugly.
437
00:23:43,465 --> 00:23:45,099
And so are some
of the outfits.
438
00:23:45,166 --> 00:23:48,269
Our number four is the story of
a bunch of guys who saw both
439
00:23:48,336 --> 00:23:51,639
beauty and cool in the
most unlikely of places.
440
00:23:56,644 --> 00:23:59,514
♪ I think it's very vital
to rock a rhyme that's ♪
441
00:23:59,581 --> 00:24:02,650
♪ right on time it's tricky,
here we go ♪
442
00:24:02,717 --> 00:24:04,953
♪ It's tricky to rock a rhyme,
to rock a rhyme ♪ ♪
443
00:24:05,019 --> 00:24:07,322
NARRATOR: Run DMC are the
first 80s hip hop band to make
444
00:24:07,388 --> 00:24:09,991
it big in the charts and
they're about to make
445
00:24:10,058 --> 00:24:11,659
streetwear history.
446
00:24:13,294 --> 00:24:15,530
DMC: When we did
our first album,
447
00:24:15,597 --> 00:24:18,266
Run's brother
Russell Simmons was like,
448
00:24:18,333 --> 00:24:20,602
"Y'all need stage wardrobe."
449
00:24:21,436 --> 00:24:25,607
But we wanted to be authentic,
and we wanted to be real.
450
00:24:26,875 --> 00:24:29,744
So, our wardrobe
is the track suits,
451
00:24:31,212 --> 00:24:33,281
it's what we wear, it's real.
452
00:24:33,748 --> 00:24:37,218
♪ You keep on rock shock
cause this is it ♪
453
00:24:37,852 --> 00:24:39,020
♪ Huh ♪ ♪
454
00:24:39,454 --> 00:24:41,856
JASON: In the 80s,
Run DMC were saying,
455
00:24:41,923 --> 00:24:43,191
we're just going to
do our own thing.
456
00:24:43,258 --> 00:24:46,127
We're from the hood and we're
going to represent the hood.
457
00:24:46,194 --> 00:24:48,296
And they wore track suits
because that's what they wore
458
00:24:48,363 --> 00:24:50,832
every day and they
wore it on stage.
459
00:24:50,899 --> 00:24:52,867
NARRATOR: Sneakers were
also part of the look.
460
00:24:52,934 --> 00:24:55,570
And they loved one
particular brand so much they
461
00:24:55,637 --> 00:24:57,105
made a record about it.
462
00:24:57,872 --> 00:24:59,974
♪ My Adidas. ♪
463
00:25:00,375 --> 00:25:02,110
♪ Walk through concert doors. ♪
464
00:25:02,176 --> 00:25:04,746
♪ And roam all over
coliseum floors. ♪
465
00:25:04,812 --> 00:25:06,347
♪ I stepped on stage, ♪
466
00:25:06,414 --> 00:25:07,515
♪ at Live Aid. ♪
467
00:25:07,582 --> 00:25:10,251
♪ All the people gave
and the poor got paid. ♪
468
00:25:10,685 --> 00:25:12,954
♪ And out of speakers
I did speak, ♪
469
00:25:13,021 --> 00:25:16,724
♪ I wore my sneakers
but I'm not a sneak. ♪
470
00:25:17,725 --> 00:25:22,263
NARRATOR: In 1986
'My Adidas' is a top five hit.
471
00:25:22,964 --> 00:25:26,034
Sales of the brand soar.
472
00:25:26,868 --> 00:25:29,470
LONI: Run DMC
made Adidas popular.
473
00:25:30,204 --> 00:25:32,206
The whole thing is about
look and when you're looking
474
00:25:32,273 --> 00:25:35,310
for a certain type of look,
Adidas was giving it to you.
475
00:25:36,311 --> 00:25:38,646
NARRATOR: This mysterious
spike in sales causes some
476
00:25:38,713 --> 00:25:41,916
serious head-scratching
back at Adidas' headquarters
477
00:25:41,983 --> 00:25:43,151
in Germany.
478
00:25:43,217 --> 00:25:46,487
DMC: They couldn't understand
why is it selling like this,
479
00:25:46,554 --> 00:25:48,690
and rumor has it,
it was like an intern,
480
00:25:48,756 --> 00:25:50,892
you know what I'm sayin,
that was at Adidas
481
00:25:50,959 --> 00:25:52,560
"Yo dude, what you don't know?
482
00:25:52,627 --> 00:25:57,131
Run DMC made a hip-hop
song about Adidas.
483
00:25:58,533 --> 00:25:59,634
Hold up, hold up, hold up.
484
00:25:59,701 --> 00:26:02,003
"What the hell is a RUN DMC?"
485
00:26:04,372 --> 00:26:05,873
So, what they did,
486
00:26:05,940 --> 00:26:08,543
being the big mighty
corporation they are,
487
00:26:08,610 --> 00:26:12,280
they sent a spy,
like the CIA
488
00:26:12,814 --> 00:26:14,682
"You need to go to
New York and find out what
489
00:26:14,749 --> 00:26:17,185
this Run DMC
thing is and what is
490
00:26:17,251 --> 00:26:18,820
this hip-hop thing."
491
00:26:21,022 --> 00:26:22,957
NARRATOR: It's a
hot July night at a
492
00:26:23,024 --> 00:26:26,060
sold-out Run DMC
show and the spy,
493
00:26:26,127 --> 00:26:29,097
marketing exec
Angelo Anastasio turns up to
494
00:26:29,163 --> 00:26:30,632
see them play.
495
00:26:31,132 --> 00:26:33,501
DMC: We get to the point where we're ready
to do the Adidas record
496
00:26:33,568 --> 00:26:35,436
and Run says "Take it off."
497
00:26:36,904 --> 00:26:38,272
I take off my shoe.
498
00:26:38,339 --> 00:26:39,941
He says, "hold it up."
499
00:26:40,008 --> 00:26:41,943
I hold up my shoe
and then Run was like
500
00:26:42,010 --> 00:26:43,811
"D, what is that?"
501
00:26:43,878 --> 00:26:45,380
And I looked at
Run and I said...
502
00:26:45,446 --> 00:26:47,215
♪ My Adidas. ♪
503
00:26:47,281 --> 00:26:48,850
♪ Walk through
concert doors. ♪
504
00:26:48,916 --> 00:26:51,319
♪ And roam all over
coliseum floors. ♪
505
00:26:51,386 --> 00:26:53,721
♪ My Adidas! ♪
506
00:26:53,788 --> 00:26:57,058
And we did the record and
the whole place went crazy.
507
00:26:57,725 --> 00:27:00,028
♪ With mic in my hand,
I cold took command ♪
508
00:27:00,094 --> 00:27:02,630
♪ My Adidas and me
close as can be ♪ ♪
509
00:27:02,697 --> 00:27:06,267
DMC: All 18,000 people,
held up their new sneakers,
510
00:27:06,334 --> 00:27:09,804
Angelo called back
to Adidas in Germany
511
00:27:09,871 --> 00:27:12,106
"It's true! It's true!
512
00:27:12,173 --> 00:27:15,009
There is this thing called
Run DMC and this thing called
513
00:27:15,076 --> 00:27:17,412
hip hop and they made
a sneaker and it's the
514
00:27:17,478 --> 00:27:19,414
biggest thing that I ever saw.
515
00:27:22,350 --> 00:27:25,620
DMC: After Adidas saw that
show "we're going to give you
516
00:27:25,687 --> 00:27:26,954
an endorsement deal."
517
00:27:27,855 --> 00:27:30,191
We said "Huh?"
518
00:27:30,258 --> 00:27:31,626
We didn't understand
the language,
519
00:27:31,693 --> 00:27:33,594
we couldn't comprehend that.
520
00:27:33,661 --> 00:27:35,797
I'm gonna get new
Adidas for life?
521
00:27:37,398 --> 00:27:40,635
NARRATOR: Adidas and Run
DMC sign a $1.6-million
522
00:27:40,702 --> 00:27:45,073
endorsement deal, the first
ever between a sports brand
523
00:27:45,139 --> 00:27:46,441
and a hip-hop group.
524
00:27:55,283 --> 00:27:58,519
STACY: A track suit before
Run DMC was like a track suit.
525
00:27:58,686 --> 00:28:03,825
You wore it to warm up for
tennis and after it was a
526
00:28:03,925 --> 00:28:06,227
style street staple.
527
00:28:07,929 --> 00:28:09,831
DMC: It wasn't like
we sat there and said,
528
00:28:09,897 --> 00:28:14,135
"We're going to be pioneers of marketing
and commercialization,"
529
00:28:14,202 --> 00:28:16,404
that wasn't the plan.
530
00:28:16,471 --> 00:28:18,806
♪ We're down for
forever and we won't be ♪
531
00:28:19,073 --> 00:28:20,108
DMC: It was crazy.
532
00:28:20,174 --> 00:28:22,009
♪ My Adidas ♪
533
00:28:23,177 --> 00:28:24,679
DMC: And we didn't make
that record to get money
534
00:28:24,746 --> 00:28:25,980
from Adidas or nothing,
535
00:28:26,047 --> 00:28:27,915
we just made it
cos it was like I said,
536
00:28:27,982 --> 00:28:29,584
this is what all the
youth wearing,
537
00:28:29,650 --> 00:28:31,719
it was like our tribute.
538
00:28:34,622 --> 00:28:36,924
ROB: Now there are some 80s
streetwear fashions that are
539
00:28:36,991 --> 00:28:38,793
better left in the
dustbin of history.
540
00:28:39,460 --> 00:28:41,696
Uh, parachute pants anyone?
541
00:28:42,163 --> 00:28:44,665
But coming up, three
must wear essentials.
542
00:28:51,005 --> 00:28:53,207
ROB: So, let's
talk 80s Hollywood:
543
00:28:53,274 --> 00:28:56,144
high concepts ruled
the TV airwaves,
544
00:28:56,544 --> 00:29:00,615
who can forget NBC's
Alf, or the A-Team or,
545
00:29:00,681 --> 00:29:03,618
as much as we try, Manimal?
546
00:29:04,752 --> 00:29:07,488
Back in the day one of the
smart guys at the same network
547
00:29:07,555 --> 00:29:10,358
bought another show idea
that had been delivered to him
548
00:29:10,424 --> 00:29:12,860
on a cocktail napkin.
549
00:29:13,127 --> 00:29:15,530
It would turn
into our number three.
550
00:29:15,596 --> 00:29:16,998
That very high concept?
551
00:29:17,932 --> 00:29:19,167
MTV Cops.
552
00:29:24,205 --> 00:29:26,908
NARRATOR: September 16, 1984,
553
00:29:27,875 --> 00:29:29,977
the first episode of
an entirely new kind of
554
00:29:30,044 --> 00:29:31,913
TV show airs.
555
00:29:33,548 --> 00:29:36,050
It fuses the narrative
rhythms of a cop drama...
556
00:29:36,751 --> 00:29:38,753
DON: Freeze! Miami Vice.
557
00:29:40,388 --> 00:29:41,622
NARRATOR: With the
designer looks and
558
00:29:41,689 --> 00:29:43,724
execution of a music video.
559
00:29:44,892 --> 00:29:47,662
An alluring mixture that's
going to launch a sleek kind
560
00:29:47,728 --> 00:29:49,430
of men's fashion.
561
00:29:50,298 --> 00:29:52,633
JEN: The Miami Vice look was
very much based on what the
562
00:29:52,700 --> 00:29:55,002
two main characters Crockett
and Tubbs would wear.
563
00:29:55,069 --> 00:29:57,672
Which were suits
with a t-shirt,
564
00:29:58,206 --> 00:29:59,974
and then loafers
but with no socks.
565
00:30:00,908 --> 00:30:02,476
Which was a revolution.
566
00:30:02,810 --> 00:30:04,679
DON: This is me.
WOMAN: Where are your socks?
567
00:30:04,745 --> 00:30:06,581
DON: I don't own
a pair anymore.
568
00:30:07,315 --> 00:30:08,716
REGINALD: I loved that
show so much I took every
569
00:30:08,783 --> 00:30:11,652
opportunity I could to
wear loafers without socks.
570
00:30:13,521 --> 00:30:16,390
NARRATOR: Miami Vice is
one of the biggest TV cop
571
00:30:16,457 --> 00:30:17,825
shows of the 80s.
572
00:30:18,659 --> 00:30:20,628
DAVE: He plays Detective
Sonny Crockett on Miami Vice.
573
00:30:20,695 --> 00:30:22,463
Please welcome Don Johnson.
574
00:30:23,297 --> 00:30:27,301
STACY: Don Johnson, ugh, he
could wear a linen suit like
575
00:30:27,368 --> 00:30:28,669
nobody's business.
576
00:30:28,736 --> 00:30:30,771
DAVE: This is the hottest
show, I guess, on television.
577
00:30:30,838 --> 00:30:32,840
Here you are on the
cover of Us Magazine.
578
00:30:32,907 --> 00:30:34,442
Don Johnson.
579
00:30:34,508 --> 00:30:36,677
Here you are on the cover of
Rolling Stone with your buddy
580
00:30:36,744 --> 00:30:37,945
Philip Michael Thomas.
581
00:30:38,012 --> 00:30:39,180
REGINALD: Anything
would look cool on him,
582
00:30:39,247 --> 00:30:40,882
put a shower curtain on him!
583
00:30:41,582 --> 00:30:43,117
DON: Just because you work
homicide doesn't mean you have
584
00:30:43,184 --> 00:30:45,052
to dress like a corpse,
look at this guy!
585
00:30:45,353 --> 00:30:48,022
MAN: Hey, alpha-106 1-A.
Camera mark!
586
00:30:48,322 --> 00:30:50,491
NARRATOR: Show co-creator
Michael Mann and his costume
587
00:30:50,558 --> 00:30:54,061
team had to keep up with
all these costume changes,
588
00:30:54,495 --> 00:30:56,530
as many as eight per episode.
589
00:30:57,798 --> 00:30:59,967
JEN: I don't think viewers
realized that Crockett and
590
00:31:00,034 --> 00:31:02,470
Tubbs were wearing something
that might be worn by the kind
591
00:31:02,536 --> 00:31:04,505
of guys that they were
actually trying to apprehend.
592
00:31:05,640 --> 00:31:08,276
NARRATOR: In the early 80s
Colombian drug lords flood
593
00:31:08,342 --> 00:31:10,444
Miami with cash from cocaine.
594
00:31:15,349 --> 00:31:16,918
DON: On the one hand,
we're taking a little bit
595
00:31:16,984 --> 00:31:18,019
of a license there.
596
00:31:18,085 --> 00:31:20,554
But on the other hand,
these guys that we're after,
597
00:31:20,621 --> 00:31:21,989
live that way.
598
00:31:22,056 --> 00:31:24,692
So, in order to get them,
you gotta be like one of them.
599
00:31:24,759 --> 00:31:26,460
MAN: Don't worry, I'm gonna
get you some new clothes.
600
00:31:26,527 --> 00:31:27,628
NARRATOR: At its height,
601
00:31:27,695 --> 00:31:29,931
Miami Vice is watched by
up to 22 million people...
602
00:31:30,031 --> 00:31:31,599
DON: Eddie, no!
603
00:31:33,868 --> 00:31:36,570
NARRATOR: Many of whom
then went out shopping.
604
00:31:39,240 --> 00:31:41,075
STACY: They did make a
huge impact culturally.
605
00:31:41,976 --> 00:31:45,379
So, once you started seeing
how popular the show was,
606
00:31:45,546 --> 00:31:48,149
you started seeing the
fashion replicated.
607
00:31:48,549 --> 00:31:51,519
MAN: This year, tradition
is out, and Miami Vice is in.
608
00:31:51,752 --> 00:31:54,121
This outfit would
run you about $670.
609
00:31:55,389 --> 00:31:57,224
Can you imagine how much
it would be if you had
610
00:31:57,291 --> 00:31:58,693
to buy socks too?
611
00:32:00,194 --> 00:32:03,331
MEAT LOAF: Don Johnson's
outfit was copied by a lot
612
00:32:03,397 --> 00:32:05,166
a lot of people.
613
00:32:05,232 --> 00:32:07,068
If he wore something
that Friday,
614
00:32:07,134 --> 00:32:09,170
the next week you saw
15 guys walking down the
615
00:32:09,236 --> 00:32:11,038
street with the same suit.
616
00:32:12,106 --> 00:32:13,641
MAN: And when
the stars showed up,
617
00:32:13,708 --> 00:32:15,276
the crowd went crazy.
618
00:32:18,079 --> 00:32:19,580
Don Johnson smiled at you?
GIRL: Yeah.
619
00:32:19,647 --> 00:32:21,716
MAN: And was that good?
GIRL: Oh God!
620
00:32:22,083 --> 00:32:23,985
WOMAN: I touched Don Johnson!
621
00:32:25,453 --> 00:32:27,621
REGINALD: If I'm perfectly
honest at that time if I had
622
00:32:27,688 --> 00:32:30,324
to be a white man,
I'd have been Don Johnson.
623
00:32:32,560 --> 00:32:34,962
NARRATOR: The Miami Vice
designer outfit literally
624
00:32:35,029 --> 00:32:39,734
"wows" the 80s, and some
'cool dudes' continue to be
625
00:32:40,101 --> 00:32:41,702
influenced by it today.
626
00:32:44,305 --> 00:32:46,507
ROB: Come on, I think the
Miami Vice look could have
627
00:32:46,574 --> 00:32:48,709
been a little
further up the chart.
628
00:32:48,776 --> 00:32:52,179
I mean it was the first time a
TV series was designed to look
629
00:32:52,246 --> 00:32:53,814
and feel a certain way,
630
00:32:53,914 --> 00:32:57,051
but number two may
have the simplest,
631
00:32:57,118 --> 00:32:58,853
most powerful
brand of all time:
632
00:32:59,720 --> 00:33:02,757
a man on a horse
wielding a mallet.
633
00:33:12,266 --> 00:33:14,668
RALPH: I think I offer
a value to the consumer.
634
00:33:15,603 --> 00:33:18,606
I'm offering a product
that is beautiful.
635
00:33:18,672 --> 00:33:21,242
And the best that I
can possibly make.
636
00:33:22,443 --> 00:33:26,313
ALVIN: Ralph Lauren started
out as Ralph Lipshitz and one
637
00:33:26,380 --> 00:33:29,784
of his first jobs was
working at Brooks' Brothers.
638
00:33:29,850 --> 00:33:34,188
And what he saw there was
the iconic quality of the
639
00:33:34,255 --> 00:33:37,491
buttoned-down shirt so when
he started Ralph Lauren,
640
00:33:38,259 --> 00:33:40,961
he looked at what could
people wear that would make
641
00:33:41,028 --> 00:33:43,564
them feel part of the club,
642
00:33:44,498 --> 00:33:47,134
the way the
Brooks' Brothers customer felt.
643
00:33:47,735 --> 00:33:49,370
RALPH: Bob, do you
wanna take off your hat?
644
00:33:49,437 --> 00:33:51,172
When you're tipping it over,
take off your hat.
645
00:33:51,238 --> 00:33:52,740
STACY: He did an amazing thing,
646
00:33:52,807 --> 00:33:55,543
I think he
realized his own dream.
647
00:33:55,609 --> 00:33:58,579
He wanted this air of
what would be, I guess,
648
00:33:58,646 --> 00:34:00,281
American aristocracy.
649
00:34:01,515 --> 00:34:04,485
NARRATOR: From his humble beginnings
selling ties in the 60s,
650
00:34:04,952 --> 00:34:07,721
by the mid 80s Ralph Lauren
had hit the big time.
651
00:34:08,923 --> 00:34:12,760
And in the spring of 1986,
he opens his first complete
652
00:34:12,827 --> 00:34:14,962
lifestyle store in New York.
653
00:34:15,296 --> 00:34:18,732
ALVIN: There was a building at
72nd and Madison Avenue called
654
00:34:18,833 --> 00:34:20,568
the Rhinelander Mansion.
655
00:34:21,001 --> 00:34:25,372
And he knew instinctively
that that mansion with all
656
00:34:25,439 --> 00:34:30,277
of its Gothic details
would represent the clubbiness that his
657
00:34:30,344 --> 00:34:32,213
clothes suggested.
658
00:34:34,381 --> 00:34:38,152
STACY: The interior had old
leather couches, plaid blankets.
659
00:34:38,486 --> 00:34:40,121
There was a library.
660
00:34:40,187 --> 00:34:42,923
Part of his dream was
to live the fantasy to meet
661
00:34:42,990 --> 00:34:44,792
his own aspirations.
662
00:34:46,193 --> 00:34:48,295
NARRATOR: And all this
aspiration required was to
663
00:34:48,362 --> 00:34:50,097
wear a simple shirt.
664
00:34:51,098 --> 00:34:53,701
ELIZABETH: Ralph Lauren's
polo shirt is a classic.
665
00:34:53,767 --> 00:34:58,405
And belongs to this very
short list of very established
666
00:34:58,472 --> 00:35:01,342
iconic garments and that
is definitely one of them.
667
00:35:03,444 --> 00:35:07,181
JEN: I think of Ralph Lauren
as the ultimate dresser
668
00:35:07,248 --> 00:35:08,415
of preppy people.
669
00:35:08,482 --> 00:35:12,653
And preppyness was a
huge phenomenon in the 80s.
670
00:35:12,720 --> 00:35:15,256
So, if you were distinguishing
yourself as preppy,
671
00:35:15,322 --> 00:35:17,458
you had to have a polo shirt.
672
00:35:18,125 --> 00:35:20,661
NARRATOR: Lauren was
inspired by Lewis Lacey,
673
00:35:20,728 --> 00:35:23,931
an Anglo Argentine polo
player of the 1920s.
674
00:35:25,099 --> 00:35:27,568
ALVIN: You associated
it with class.
675
00:35:30,804 --> 00:35:34,208
You saw Prince Charles
playing polo,
676
00:35:34,542 --> 00:35:36,977
you saw all of those
men down in Venezuela on
677
00:35:37,044 --> 00:35:39,580
their horses playing polo.
678
00:35:44,818 --> 00:35:47,288
ALVIN: You could be a part of
that group or associated with
679
00:35:47,354 --> 00:35:49,924
that group just by
wearing that shirt.
680
00:35:51,692 --> 00:35:54,662
STACY: A show of wealth
was a very important aspect
681
00:35:54,728 --> 00:35:56,564
of the 80s.
682
00:35:57,464 --> 00:36:00,301
The 80s was really
show and tell.
683
00:36:03,537 --> 00:36:07,575
That price point made it accessible enough
that if you had the shirt,
684
00:36:08,576 --> 00:36:10,778
you could be
part of the brand.
685
00:36:12,513 --> 00:36:13,647
You were buying the
686
00:36:13,714 --> 00:36:15,683
Ralph Lauren
vision of the world.
687
00:36:15,749 --> 00:36:18,085
NARRATOR: The polo shirt was a
bestseller in the aspirational
688
00:36:18,152 --> 00:36:21,589
80s and led to the global
success of Lauren's vision,
689
00:36:22,122 --> 00:36:24,291
success that paid
a big dividend.
690
00:36:25,025 --> 00:36:27,094
REPORTER: It took Ralph Lauren
three decades to build
691
00:36:27,161 --> 00:36:29,396
his two and a half
billion-dollar company.
692
00:36:29,763 --> 00:36:32,166
But it will likely take him
just one day to earn half a
693
00:36:32,233 --> 00:36:34,702
billion dollars
selling a piece of it.
694
00:36:41,041 --> 00:36:43,244
MAN: Mr. Lauren and his
family can put in the bank
695
00:36:43,310 --> 00:36:46,780
about $450 million
after this offering.
696
00:36:47,147 --> 00:36:49,250
Which is not a bad
piece of lose change.
697
00:36:49,350 --> 00:36:51,385
ELIZABETH: I always
loved his look,
698
00:36:51,452 --> 00:36:52,886
it was very influential,
699
00:36:52,953 --> 00:36:54,221
it was very thought out,
700
00:36:54,288 --> 00:36:56,724
it was distinctive,
it was a very clear look.
701
00:36:56,790 --> 00:36:58,926
That's why it's still here.
702
00:36:58,993 --> 00:37:01,195
STACY: Ralph Lauren
was one of the first designers
703
00:37:01,262 --> 00:37:04,765
to understand that fashion
could be lifestyle.
704
00:37:05,566 --> 00:37:08,636
Everything about the
Ralph Lauren world was in
705
00:37:08,702 --> 00:37:10,537
that one shirt.
706
00:37:10,838 --> 00:37:12,906
(applause)
707
00:37:13,207 --> 00:37:14,742
ROB: Now we've
celebrated branding,
708
00:37:14,808 --> 00:37:18,312
logos and footwear in our
ranking of 80s streetwear.
709
00:37:18,379 --> 00:37:20,748
When we come back,
our number one,
710
00:37:20,814 --> 00:37:23,350
an item that truly
takes off into legend.
711
00:37:28,289 --> 00:37:30,190
NARRATOR: So far, we've
seen nine of the streetwear
712
00:37:30,257 --> 00:37:32,559
fashions that
defined a decade,
713
00:37:32,626 --> 00:37:35,296
from fashions born on the
street to styles from Paris,
714
00:37:36,363 --> 00:37:38,399
but nine contenders have fallen
715
00:37:38,465 --> 00:37:41,135
and there can
be only one number one.
716
00:37:44,104 --> 00:37:47,441
ROB: 80s fashion often revolved around
huge personalities,
717
00:37:47,841 --> 00:37:50,678
from Tony Hawk and
Vans to Joan Collins and
718
00:37:50,744 --> 00:37:54,481
shoulder pads to
Ralph Lauren and Polo,
719
00:37:54,548 --> 00:37:57,951
but now a full court
press to our number one.
720
00:37:58,585 --> 00:38:00,788
Inspired by my favorite
athlete of all time.
721
00:38:00,854 --> 00:38:03,824
The GOAT.
His Airness himself.
722
00:38:07,761 --> 00:38:10,831
FORREST: Once upon a time
not so long-ago shoes were just
723
00:38:10,898 --> 00:38:14,034
shoes and basketball shoes
were no more glamorous than
724
00:38:14,101 --> 00:38:16,170
any other piece of
sports equipment.
725
00:38:16,236 --> 00:38:18,806
That was before Michael Jordan
learned how to fly.
726
00:38:19,540 --> 00:38:22,209
MAN: Way up and the Tar Heels
go in front of...
727
00:38:22,276 --> 00:38:24,778
AMBER: Michael Jordan
is the GOAT.
728
00:38:26,113 --> 00:38:28,582
I'm a huge Michael Jordan fan.
729
00:38:29,149 --> 00:38:31,285
MAN: Jordan, another
three pointer. Got it.
730
00:38:32,086 --> 00:38:35,389
TONY: He defined basketball
he was that good.
731
00:38:36,457 --> 00:38:38,225
MEAT LOAF: I don't think
anything was more iconic in
732
00:38:38,292 --> 00:38:40,160
the 80s than Michael Jordan.
733
00:38:40,227 --> 00:38:42,029
MAN: In the middle of
the break to Michael Jordan.
734
00:38:42,863 --> 00:38:44,832
DMC: Michael Jordan was
dominant because he was so
735
00:38:44,898 --> 00:38:47,067
damn good at what he did.
736
00:38:47,134 --> 00:38:49,403
MAN: He's only played
professional basketball a few months,
737
00:38:49,470 --> 00:38:50,804
but at age 21,
738
00:38:50,871 --> 00:38:53,374
Michael Jordan is the National Basketball
Association's
739
00:38:53,440 --> 00:38:54,641
hottest draw.
740
00:38:56,410 --> 00:38:59,380
NARRATOR: In 1984
two worlds collide.
741
00:38:59,446 --> 00:39:02,082
Michael Jordan is a young
player fresh from college and
742
00:39:02,149 --> 00:39:05,185
just drafted, third,
by the Chicago Bulls.
743
00:39:07,988 --> 00:39:10,224
He has a lot to prove.
744
00:39:11,158 --> 00:39:13,327
Nike is an upstart
brand determined to
745
00:39:13,394 --> 00:39:16,864
take on its rivals,
by any means necessary.
746
00:39:18,165 --> 00:39:20,901
REPORTER: A total of 100 college coaches
have Nike contracts.
747
00:39:20,968 --> 00:39:23,103
So, what's the point of
all of this for Nike?
748
00:39:23,170 --> 00:39:24,571
SONNY: The exposure.
749
00:39:24,638 --> 00:39:26,874
REPORTER: And that exposure
can give Nike a big boost
750
00:39:26,940 --> 00:39:28,976
in its battle with
long-running industry leaders,
751
00:39:29,042 --> 00:39:31,378
Converse and Adidas.
752
00:39:31,445 --> 00:39:33,213
It has become
the sneaker wars.
753
00:39:35,182 --> 00:39:38,385
NARRATOR: But recruiting a new soldier
to do battle with the competition
754
00:39:38,452 --> 00:39:39,987
is no slam-dunk.
755
00:39:40,554 --> 00:39:42,322
DAVID: Michael had
never heard of Nike.
756
00:39:42,389 --> 00:39:44,391
He wanted to go with Adidas.
757
00:39:45,392 --> 00:39:47,895
I wanted him to go with Nike
because I thought that they
758
00:39:47,961 --> 00:39:49,229
needed him the most,
759
00:39:49,296 --> 00:39:52,332
that they'd be the most
aggressive in promoting him.
760
00:39:52,399 --> 00:39:54,468
He said 'David, there's
no way in history I'm going
761
00:39:54,535 --> 00:39:56,804
to get on a plane
and fly seven hours to
762
00:39:56,870 --> 00:39:58,605
Portland, Oregon,
to meet Nike.
763
00:39:59,640 --> 00:40:01,308
So, I called his parents
and his mom said,
764
00:40:01,375 --> 00:40:03,010
"Don't worry, he'll be there."
765
00:40:04,845 --> 00:40:06,980
And sure enough
he got on the plane,
766
00:40:07,047 --> 00:40:10,784
but he didn't crack a
smile the entire day.
767
00:40:11,552 --> 00:40:14,288
I thought he was going to
fire me when the day was over.
768
00:40:14,955 --> 00:40:17,491
NARRATOR: But Nike was about
to make an offer that few
769
00:40:17,558 --> 00:40:19,493
mortals could refuse.
770
00:40:20,561 --> 00:40:22,396
JACQUES: They offered him a
signature shoe which isn't
771
00:40:22,463 --> 00:40:24,865
something that was happening
very often back then.
772
00:40:25,332 --> 00:40:28,402
Unlike today, where a lot of
athletes have signature deals,
773
00:40:28,669 --> 00:40:31,638
back then,
it wasn't part of the plan.
774
00:40:32,306 --> 00:40:35,108
DAVID: No other basketball
player had that at the time.
775
00:40:35,175 --> 00:40:37,110
To put his deal
in perspective,
776
00:40:37,177 --> 00:40:41,114
he received the largest
guarantee by far of any player,
777
00:40:42,683 --> 00:40:44,885
so I leaned over to say
to Michael, sheepishly,
778
00:40:44,952 --> 00:40:47,120
"So what do you think?"
779
00:40:47,187 --> 00:40:48,121
and he goes
780
00:40:48,188 --> 00:40:50,691
"God this is amazing.
Sign me with Nike".
781
00:40:50,757 --> 00:40:53,260
You could have blown
me away, I was stunned.
782
00:40:53,527 --> 00:40:56,930
And I learned for the first time this guy
is a hell of a poker player.
783
00:41:03,504 --> 00:41:05,272
NARRATOR:
Jordan lent his name,
784
00:41:05,339 --> 00:41:08,108
and his agent's marketing
imagination took flight.
785
00:41:09,843 --> 00:41:13,347
DAVID: And just instantly
in my mind I got this idea.
786
00:41:13,947 --> 00:41:15,916
WOMAN (over speaker):
Welcome to Flight 23.
787
00:41:19,653 --> 00:41:21,922
DAVID: Nike had just come
out with a new technology for
788
00:41:21,989 --> 00:41:24,191
their running shoes
called air soles.
789
00:41:26,560 --> 00:41:28,562
And I said okay we're going
to call it Air Jordans.
790
00:41:28,629 --> 00:41:29,963
It's a double entendre.
791
00:41:30,030 --> 00:41:32,799
Air for the air technology
and Air because Michael plays
792
00:41:32,866 --> 00:41:34,601
above the rim.
793
00:41:34,668 --> 00:41:36,803
MICHAEL: Who said man
was not meant to fly?
794
00:41:38,772 --> 00:41:41,008
MAN: Air Jordans from Nike.
795
00:41:43,977 --> 00:41:47,915
NARRATOR: Nike's Air Jordans
went on sale April 1st 1985
796
00:41:48,215 --> 00:41:50,851
with promotional hype
that even stood out in the
797
00:41:50,918 --> 00:41:53,053
larger-than-life 80s.
798
00:41:53,120 --> 00:41:57,391
AMBER: People saw a black
man excelling and people
799
00:41:57,457 --> 00:42:00,027
wanted to be like Mike,
so they got his shoe.
800
00:42:02,262 --> 00:42:04,631
NARRATOR: Jordans were
popular on the streets but not
801
00:42:04,698 --> 00:42:06,199
on the pro court.
802
00:42:07,968 --> 00:42:10,470
DAVID: The NBA banned it
they said it didn't comport
803
00:42:10,537 --> 00:42:11,505
with the color scheme.
804
00:42:11,572 --> 00:42:12,439
DAVE: What's wrong
with the coloring?
805
00:42:12,506 --> 00:42:13,607
What rule do we violate here?
806
00:42:13,674 --> 00:42:15,108
MICHAEL: Well, it doesn't
have any white in it.
807
00:42:15,175 --> 00:42:20,314
DAVE: Huh, well
neither does the NBA.
808
00:42:22,583 --> 00:42:25,018
DAVID: My friend Rob Strasser
calls me in a panic and says
809
00:42:25,085 --> 00:42:28,722
"God what have we done?
The League banned the shoes."
810
00:42:28,789 --> 00:42:31,758
I said, "That is fantastic"
and he said, "Are you crazy?"
811
00:42:31,825 --> 00:42:33,126
and I said "No, no,
812
00:42:33,193 --> 00:42:35,829
we're going to do a banned in
Boston commercial tomorrow."
813
00:42:37,297 --> 00:42:40,300
MAN: On September 15th
Nike created a revolutionary
814
00:42:40,367 --> 00:42:44,471
new basketball shoe,
on October 18th,
815
00:42:44,838 --> 00:42:46,974
the NBA, threw them
out of the game.
816
00:42:49,443 --> 00:42:52,846
Fortunately, the NBA can't
stop you from wearing them.
817
00:42:53,113 --> 00:42:54,748
DAVID: And it certainly worked.
818
00:43:02,689 --> 00:43:05,058
NARRATOR: Air Jordans
send Nike, the NBA,
819
00:43:05,125 --> 00:43:08,328
the Chicago Bulls and
Jordan on the way to becoming
820
00:43:08,395 --> 00:43:10,764
multi-billion-dollar brands...
821
00:43:11,765 --> 00:43:13,967
Sports revolve around statistics,
822
00:43:14,034 --> 00:43:18,338
and our number one seriously
dunks on all the competition.
823
00:43:19,072 --> 00:43:21,575
AMBER: I actually have a
whole closet full of Jordans,
824
00:43:21,642 --> 00:43:23,844
it was just the shoe to have.
825
00:43:23,910 --> 00:43:25,112
MAN: Michael Jordan style.
826
00:43:25,178 --> 00:43:27,514
DAVID: Michael became so much
the face of Nike that a lot of
827
00:43:27,581 --> 00:43:30,317
people in the early days
called the company 'Mikey'.
828
00:43:30,817 --> 00:43:34,488
I think he established that it was cool
to be an African American athlete,
829
00:43:34,554 --> 00:43:38,358
to be the face of a company,
that was unheard of.
830
00:43:38,959 --> 00:43:41,395
So, Michael is truly a pioneer.
831
00:43:41,461 --> 00:43:44,131
MICHAEL: I want to retire from
the game with the respect of my peers
832
00:43:44,197 --> 00:43:50,037
and to be reviewed
as one of the game's best.
833
00:43:52,506 --> 00:43:54,374
NARRATOR: No living,
breathing mere mortal
834
00:43:54,441 --> 00:43:58,045
human being could deny
Michael Jordan that legacy,
835
00:43:58,111 --> 00:44:00,514
and Michael
definitely stands alone.
836
00:44:02,349 --> 00:44:04,685
MAN: How do you like that for fast?
837
00:44:04,785 --> 00:44:06,086
NARRATOR: Doesn't he, Rob?
838
00:44:06,787 --> 00:44:08,288
CREW: Whoo!
839
00:44:08,989 --> 00:44:10,023
(laughter)