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It's ghetto chic. Very popular around here. Building a brand around being "gritty", which is euphemism for "There's black people all over where we work." Chrysler has the same thing, but at least they aren't a luxury brand. I guess pretty much all ad campaigns seek to exploit someone. I got a bad taste with Shinola in particular, because of their audacity to sell $400 tennis shoes on a block where people starve and freeze routinely. I'm not going to defend myself to vigorously. Not sure my feelings are entirely rational on the issue.