All net proceeds from the Sean Price x UCL “Preserving the Legacy” collection will go towards setting up a college fund for Sean’s daughter, Shaun. #SEANFORSHAUN

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An image of Sean Price performing live
An image of Sean Price performing live with his daughter, Shaun
An image of Sean Price performing live


Due to his instantly recognizable vocal delivery and ability to effortlessly stack bars with multiple rhymes and comedic punchlines, Sean Price was one of the most respected underground MCs in the game at the time of his unfortunate passing in 2015. Initially debuting on Smif-N-Wessun’s ‘Dah Shinin’ in 1995, Sean was a member of the legendary Boot Camp Clik as well as one-half of famed duo, Heltah Skeltah with his partner-in-rhyme, Rock.

His first official solo album, ‘Monkey Barz’, released in 2005 and was met with critical acclaim. He followed that with ‘Jesus Price Superstar’ in 2007 and ‘Mic Tyson’ in 2012. Since his passing, successful posthumous releases have continued to invite new audiences to experience the legacy of the great MC. ‘Imperius Rex’ featuring his wife, Bernadette and daughter, Shaun dropped in 2017 and went to # 8 on the US Indie Chart, and ‘Price of Fame’ a collaboration with Lil Fame of M.O.P dropped in late 2019.

The Brooklyn native’s list of collaborations reads like a “who’s who” of hip-hop greats with MCs like the Wu Tang Clan, MF Doom, Westside Gunn, Talib Kweli, Bun B, and Action Bronson and producers like The Alchemist, Statik Selektah, Havoc of Mobb Deep, and DJ Premier.

As evidenced by his top-line collaborations, his respect in the hip-hop community runs deep. Killer Mike of Run the Jewels referred to him as ‘Mic God, lyrical Warrior and supreme Emcee,” and at the time of his passing, Talib Kweli Tweeted, “Sean Price went from being a childhood hero of mine to a great friend. He was the most competitive MC I’ve ever met & kept me on my game.

At the end of the day, Sean was a family man. In his own words, “I'm a rapper to everybody else but in here I'm just dad. You know? Father, Husband, you know what I mean? I leave that rap shit outside.”

An image of the label Ruckdown's logo


Working in close connection with Sean Price’s team, Urbancoolab’s STiCH platform was brought in to create a set of graphics central to who Sean was as a performer, but more importantly, as a loving family man. Right from the jump, the design brief anchored around fashioning statement pieces that mirrored Sean’s impact on the greater hip-hop community. What transpired is a mini montage of highlights that paints a picture of where “Da Barbarian’s” felt most at home; perched in front of a raucous crowd awaiting on him to bless the mic.

“Preserving the Legacy” is a precise offering meant to honor Sean Price’s past in such a way that sets the stage for his family’s future. Urbancoolab’s AI matrix spliced poetic imagery of the rapper performing onto a series of hoodies, sweatshirts and tees. One such item fronts an image of Price posing on stage with his daughter, Shaun, along the front, with the back calling attention to the phrase, “I leave that rap shit outside.” Taken from the track “Price Family,” the lyrics allude to Price’s most coveted role in life; being a loving husband and father to his girls. Urbancoolab thought to honor Sean Price’s life by keeping intact what he fought so hard to preserve.

Thanks to Bucktown USA and Sean’s widow, Bernadette - UCL has designed a capsule collection featuring candid photos from photographers who were close with Sean and his family. As well as celebrating the life and legacy of the legendary Sean Price, all net proceeds from the ‘Preserving the Legacy’ collection will go to set up a college fund for Sean’s daughter Shaun. #SEANFORSHAUN

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