I can't force the direction that it's going to go without actually taking the time to make sure it's a great, great quality product. Whether that's for apparel, or whatever the case may be.

The thing that I realize about fashion now, fashion and music, now versus back then is that you had to have fresh records and be fresh.

In God we trust, the game is all us. Til the sky calls or its flames on us.

Hip-hop to me right now is really easy listening. It's very easy listening, like there's nothing abrasive about it. There's no album that I put in my car that makes me roll down the windows - all the windows - and ride past the club line three times before I get out the car.

Of course fashion is definitely playing a part.

When I think back to my influences and icons musically, they were my icons musically because, for example, I would look at Rakim and be like man he said the freshest things and then I look at him and he would have on the pair of Nikes that I wanted and I'm like, "ma' please!" It was everything. Now, I sort of feel like if you are fresh then your music doesn't have to be that good because people are so keyed into the fashion. That's just the times I guess.

The fundamentals of hip-hop still play an important role, cause it's about those similes, those metaphors, those parallels. And to some people it's just about, "Man, I'm really relating to the lifestyle."