“Now whose flattop rules in 89?”
It all started from some rap lyric you’ve probably never heard.
Dom DeLuca, owner of Brooklyn Projects, grew up in an era where graffiti artists, hiphop heads, dancers, and skateboarders ran the New York streets. Brooklyn legend Big Daddy Kane was one of Dom’s favorite rappers and put the borough on the map with his music. He opened up the door for Brooklyn based artists to get noticed and eventually flourish.
Dom always had a passion for raw street culture and everything that comes with it. After seeing the impact Big Daddy Kane made on his local environment, DeLuca knew he had to manifest his passion into something bigger. This is when he decided to bring together the community he loved and open up a skate shop called Brooklyn House.
After years of successful business on the East Coast, the Brooklyn House concept was brought to Los Angeles, California where it evolved into Brooklyn Projects. A single door skate and fashion forward boutique popped up in 2002 on Hollywood’s renowned Melrose strip. Brooklyn Projects quickly became a fixture of the LA community where it seamlessly bridged the gap between raw street culture and well-known celebrities. The shop earned a reputation as being a career launch pad for pro skateboarders, artists, musicians, and turned into an incubator for some of the most prominent brands on the market.
Today, Brooklyn Projects has grown into a globally recognized brand offering select retailers a complete line of T-shirts, fleece, hats, beanies and accessories inspired by the early 90s skate, street and music aesthetic that helped build it. The brand has also expanded its retail reach internationally with stores in Japan with plans to reopen doors in its namesake city of Brooklyn, New York.
Much of Brooklyn Projects’ success can be attributed to the motivation Big Daddy Kane gave Dom back when he needed it most. Paying homage to the rap god who started this movement is the least we could do.
“ And the mic I ravage, not like a savage But in my own way of doin damage As I design the genuine line
Now whose flattop rules in 89? ”