Chicago White Sox rebrand fueled by hip-hop, as explained in Fitted in Black - South Side Sox

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Behind the Scenes of Fitted in Black - Inside the White Sox

Inside the Making of “White Sox Fitted” – ReadJack.com

Behind the Scenes of Fitted in Black - Inside the White Sox

Fueled by hip-hop, the Sox ball cap is now a staple of music and

Inside the Making of “White Sox Fitted” – ReadJack.com

Chicago White Sox

Behind the Scenes of Fitted in Black - Inside the White Sox

Fitted In Black: How Hip-Hop Fueled the Greatest Rebrand in Sports

White Sox 'Southside' jerseys: The tale behind 'authentic' look

Chicago's Southwest Side

Fitted In Black: How Hip-Hop Fueled the Greatest Rebrand in Sports