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Dap-Rugget is a traditional young men’s collection that accentuates smart dress. We offer quality garments for the young, savvy, male consumer who wear their clothes as a projection of their lifestyle.
Each individual will create his own emotional attachment to the DR brand. This will be a direct result of the fact that DAP-RUGGET is more than a superior brand of clothing.
DAP-RUGGET IS A MOVEMENT.
- A movement that redefines American Style.
The rebirth of Preppy!
Atlanta, GA – Since taking a five year hiatus, Dap-Rugget Inc. - leader of the aristocratic fashion movement - recently launched its spring line at Atlanta’s America’s Mart clothing exhibition. Established in 1999, this rebirth of sorts comes at a time when urban America seems ready to embrace concepts that have long been a part of Dap-Rugget’s prep fashion philosophy. “Some of the pieces I did back in ’96, I brought back and they’re still relevant!” CEO/Founder Cedric King exclaimed. “We’ve always been relevant, just ahead of our time.“This line is inspired by the Polo customer (lo-life) that transitioned into wearing a little bit of the urban clothing, but never really bought into the whole urban gear lifestyle. He’s dapper, but a little rugged.”In that vein, he sees a better, brighter tomorrow, but is caught up in the trappings of his environment. More specifically, Dap-Rugget was designed with the young urban professional in mind and speaks directly to the college graduate who wants to take that next step in fashion excellence. Tailor made for the office, the club or even an amusement park, Dap-Rugget is more than some passing fad. It’s the armor for today’s urban male and his accommodating lifestyle.Complete with assorted polo tops, select denim bottoms, sophisticated shorts, light outer wear and incomparable fashion bottoms; Dap-Rugget is as breathtaking a clothing line as there is on the market. Its logo, a rooster, by King’s definition, is the only animal that teeters between the darkness and the light. Wedged between good and evil, Dap-Rugget represents the balance of Middle America.“We’re reintroducing the whole prep era, but doing it on a level to where it’s not becoming a fad,” says DR Inc. Marketing VP Maurice “Moe Town” Lee. “Cats 25 and up may know, but we have to reintroduce it to our community.”By that standard, Dap-Rugget’s marketing campaign will delve into memorabilia from the “prep era” by capturing pleasantries from the ‘70’s hit sitcom, “Happy Days,” or perhaps reinventing the ‘80’s with a new millennium New Edition album cover, on into the ‘90’s and now. “We’re being portrayed by not only our skin color, but by our appearance too,” said Lee. “So we definitely want to promote a more mature look.”“You’re looking at the college cat who’s still holding on to that rugged, urban feel, but wants to step it up a notch,” . “He has to dress a certain way in the office, but still wants to be accepted amongst his peers.”Under the rightful assumption that they cannot be everything to everybody, Dap-Rugget will continue to push the envelope as they always have and urge the Middle American Urban male to challenge himself socially and most importantly, by his own standards. With raspberry/turquoise mixes, mints and bright oranges, pastels, pinks and purples, Dap-Rugget is indeed raising the fashion standard.“At the core of prep, it’s all about colors,” King explained. “I don’t think retailers or designers were giving the consumer enough credit of being able to wear certain colors. So they wouldn’t do it. So we’re giving [men] a chance to do something that hasn’t been done yet.”##THE DR INC. PLAYERS:Known in the fashion world for helping launch the RyanKenny line as well as others, Chief Executive Officer/Founder Cedric King studied fashion for three years in Italy’s illustrious Paradisio School of Design. With over 14 years of experience in the field of fashion design, King attended ECPI School of Technology and holds a degree in accounting as well. Maurice “Moe Town” Lee, Dap-Rugget’s Vice President of Marketing. A fifteen year veteran, Lee has been instrumental in Hip Hop campaigns for Mack 10, Master P., Ice Cube and 8Ball & MJG... ..