In the late 70s and early 80s, young African Americans living in New York were developing another new sound that combined elements of Caribbean musical techniques with the blues, R&B, soul, jazz and funk. It used turntables and mixing board sets and took them to the streets for block parties and street jams. The new sound became known as rap and hip hop. Early rap was for the most part related to dancing and parties. As a new school of rappers like Run DMC, Grandmaster Flash, and many others began to experiment with technology; introducing the use of drum machines, synthesizers and samplers, there also began to be a shift in the message in rap music.
By the mid-1980s, not unlike the original Blues born out of everyday struggle, many rappers were focusing on the harsh realities of life in the inner cities. Out of this musical movement, street or hip-hop fashion was also birthed. It included a mix of athletic wear made up of brands like Adidas, Puma and Kangal.