Fourth of November + I-D.Vice

Posted on June 27 2016

Biggs chatted with I-D.Vice about the 20th anniversary of Reasonable Doubt & the APT.4B pop up shop. You can check out the full story on I-D.Vice or below: 

You can now visit jay z's 90s brooklyn apartment

In the 20 years since Jay Z released his debut album, Reasonable Doubt, a lot has changed for Hov. He has a net worth of $550 million thanks to his booming rap career and numerous enterprises from Roc-A-Fella Records to the 40/40 Club; he married Beyoncé, queen of the world; he holds the record for the most #1 albums on the Billboard top 200 list. It goes without saying, Jay Z is a boss. But on the 20th anniversary of Reasonable Doubt, Hov wants us to remember his humble beginnings, when he was still in the school of hard knocks.

Los Angeles concept store APT.4B is launching a pop-up shop in partnership with Reasonable Doubt producer Kareem "Briggs" Burke that will recreate Jay Z's Brooklyn apartment from the early 90s, when the rapper was just starting to make a name for himself. The pop-up will also sell exclusive merch, including a 20th-anniversary edition New Era cap and reissued cassettes of the album.

He may be drinking cognac out of his Grammy statues now, but Jay Z has often described how his harsh upbringing drove him to become the international mogul he is today. His climb from the Marcy Projects and the drug rings of New York is one of rap's most celebrated success stories, and the rags-to-riches king of Brooklyn is now looking back on his less-than ritzy beginning. The shop will be a throwback to what Brooklyn used to be, before 16 Handles hit Bushwick and Whole Foods arrived in Williamsburg. The real Bed-Stuy apartment building where Jay grew up does still exist, but it was recently gutted and refurbished into anear million dollar development.

The store opens tomorrow, June 25, at APT.4B in Los Angeles, and will be open for 30 days.

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