Coogi was the moment in the 80s and 90s.
Just hearing the name Coogi brings back memories of a bygone era and a huge cultural staple in Hip-Hop, television, and oddly enough, streetwear. If you’re not familiar, Coogi was a hugely successful Australian fashion brand that launched in 1969.
It’s not everyday that a brand of cotton sweaters becomes a huge staple for some of the biggest rap icons of the last century, but then again, Black culture is always ahead of the trends.
Keep reading to see a breakdown of the biggest brand that rappers like Snoop Dogg, Notorious B.I.G., and Kanye West couldn’t get enough of.
Humble Beginnings
Originally named Cuggi, it was later rebranded to Coogi in 1987 to resemble a more indigenous Australian name. The sweaters were made with 100 percent mercerized cotton and were famous for their “loud” and multicolored Jacquard designs. Which added not only to the appeal but also to the price tag.
The designs drew the eye in, which helped to get them on the radar of some of the biggest names in Hip-Hop. Their bright and patterned sweaters that were first popularized by Biggie Smalls on his song “One More Chance.”
He rapped, “Heart throb never, black and ugly as ever, however, I stay Coogi down to the socks, rings and watch filled with rocks.” And from there, a legend was born. Biggie is credited with turning this brand into a status symbol of luxury and the epitome of swag in the 90s.
His stylist explained how he came to learn about Coogi fashion and fall in love with it in the 90s.
“We used to go to the Grand on Sundays,” stylist Groovey Lew told MTV News in 2009. “And my man had all the Coogis and the Kangols. And I got the pictures where G got his Kangol on and his Coogi, but Big had on Army jackets and Timberlands. So [The Notorious B.I.G.] fell in love with this kid’s style right there — just took it to the next level for the world to see.”
The Golden Years
Biggie helped bring it to the mainstream and everyone followed suit. Hip-Hop legends Snoop Dogg, LL Cool J, and later Kanye West were known to rock Coogi sweaters.
It became a popular staple to rap about Coogi. West did it twice. First in his song “Gone,” where he says, “You sweat her and I ain’t talkin ’bout a Coogi.” He later dropped the song “Devil In a New Dress,” where Rick Ross raps the lyrics “Still a real n*gga, red Coogi sweater, dice-roller.”
The brand is even mistakenly referred to as the “Cosby Sweater” even though the actor never actually wore Coogi on his hit sitcom ‘The Cosby Show’. The wardrobe designer on the show even lamented this fact. Sarah Lemire said, “My sweaters were busy to a certain point, but it wasn’t to that extreme… I still can’t stand those.”
Each purchase did come with a steep price tag, which added to the luxury and exclusivity of the item. These were expensive investments that at the height of their success was roughly between $300 and $400. And could range anywhere between $500 and $600 depending on if they were specialized.
Is Coogi Still Around?
As is normal with any fashion trend, they couldn’t compete. They lost their flavor after many other streetwear brands started to take over and replace their trendiness. In 2002, it was sold by founder Jacky Taranto to U.S. investors for roughly $25 million.
It was then sold to different manufacturers who struggled to maintain the same quality. Consumers quickly lost interest. However, the business is still around. They now sell sweaters and accessories for men, women, and children.
The price tag has remained the same and is still in the $500 range for a new item from there. The brand has still maintained a strong online presence and boasts over 150,000 followers on Instagram. Long live Coogi!
