So what if hustler's of the '80s had seen this silhouette before? The Gucci-inspired S. Carter brought proper street swagger to America's malls. The hype was strong. Jay-Z had a signature shoe. "It was a great look and opened up a lot of opportunities for artists to maximize on their brand besides just rapping," Bun B recalls. "When it dropped everybody wanted that shoe." While the series didn't thrive, the initial offering created a powerful buzz and inspired must-have thirst.