When: Mid 2000s-2010
Hip-hop was big business by the 2000s and with the big bucks came expensive taste in denim. Trick Daddy's "Shut Up" perhaps most aptly sums up the change in mentality: "(Are those Bugle Boy jeans you're wearin?)/Hell nah ho, you know they Polos!" Meanwhile "premium" denim brands with price points upwards of $150 grew in popularity. Brands like Seven for All Mankind, Paper Denim & Cloth, and True Religion gained popularity with women and rappers, the latter of which favored the excessive branding from labels like Antik Denim and True Religion.
Dipset members like Jim Jones and associates like Vado put the brand on their butts, and the Shop Boyz urged everyone to "Party LIke a Rocktar" in 2007—dressing like one required bedazzled jeans, studded belts, and all manner of skulls and crossbones. Tity Boi re-christened himself as 2 Chainz and dropped his T.R.U. REALigion mixtape in 2011. The trend stays prevalent among youths who prefer their jeans flashy and low-hanging, just look at kids like Chief Keef for proof.