New documentary highlights White Sox rebrand’s place in hip-hop history

Few baseball hats have impacted hip-hop culture as much as the current White Sox cap that debuted in the 1990s.

Coinciding with the 50th anniversary of hip-hop—it was 50 years ago that the cultural movement was born in The Bronx—the Chicago White Sox have produced Fitted in Black, a short documentary highlighting the team’s rebrand in the ‘90s and its intersection with hip-hop, pop culture and fashion.

The documentary discusses the era that led to the popularization of the White Sox cap and apparel. The documentary also explores what the Sox hat symbolizes and how it impacts the culture and community of those who are still proud to wear the hat today. The interview list is a star-studded group of members closely tied to the White Sox rebrand in the ‘90s: Ice Cube, Vic Mensa, Don C, co-founders of the Chicago Hip-Hop Heritage Museum, Rhymefest and front office employees involved in the rebrand are all featured.

The ‘90s were an exciting time for the White Sox, who presented the perfect storm for their new hat and apparel to permeate the hip-hop community. After the rebranded uniforms debuted during the last homestand at old Comiskey Park in September 1990, Guarantee Rate Field—also formerly known as Comiskey Park—officially opened in April 1991.