It’s throwback time. Def Jam’s best marketing tool, The Def Jam Varsity Jacket, once exclusively worn by the label’s artists, tastemakers and journalists, including Right On!’s Cynthia Horner, has made a comeback. Cop yours at KITH, the company that is releasing a collaborative collection celebrating the history and legacy of the label.
According to insiders, Rick Rubin, co-founder of the label, came up with the idea to offer a Def Jam jacket to a select few artists and VIP’s. Most labels utilized sporty wearing apparel as a marketing tool, but the Def Jam jacket quickly became one of the most sought-after jackets in history.
As the jacket’s popularity exploded, so did the consumer’s desire to cop one—by any means necessary. As a result, many of the jacket’s original owners wound losing them. So in honor of the label’s 35th anniversary, the jacket is now available to all.