In his 2014 track "Trap Back," hip-hop artist 2 Chainz put a little-known footwear brand on the map when he dropped the verse "You know I'm rocking Buscemis, and I'm as raw as sashimi." At a time when Gucci, Versace and Louis Vuitton reigned as hip-hop's MVPs, an exorbitantly priced $890 pair of kicks known as the Buscemi 100mm were ­suddenly the music world's most wanted.

Subscribe to billboard biz to continue reading this article and thousands more. subscribers get:
  • 24/7 coverage of every genre and sector of the business with over 150 exclusive charts
  • Bulletin: Breaking stories, chart info and analysis sent directly to your inbox every weekday
  • Billboard Magazine iPad Edition: An enhanced version of the magazine with video, photo galleries and playable charts
  • Archives: A rich history of articles and exclusive charts

Join now or Log In