LO GOOSE ON THE DEUCE - TIMES SQUARE, NYC (1.19.19)
5/20/23
As 2019 opened up, my first memorable outing of the year was attending the “Lo Goose on the Deuce.” At first thought, I was just going to talk about my experience on this day, and share the moments I was able to capture, but after considering the fact that everyone isn’t from New York City, I should probably give you some history. Enjoy these selects from that day, as I attempt to paint this picture.
For those who don’t know, this is an annual event presented by the legendary Lo Lifes, in New York City’s, Times Square. As a native New Yorker (Queens & Harlem), the Lo Life crew was something of street lore growing up in the ‘90s — a real life urban legend. You didn’t always see them, but you knew they existed — and if you crossed paths with one (or some), and you had that shit on! — you better be prepared to fight for it, or just give it up, if asked… lol. Asking would sound like, someone loudly commanding you to “RUN YOUR SHIT!” (I laugh thinking about it now, but it wasn’t a laughing matter back then…) It definitely made you think twice about wearing certain things, if you knew your were traveling around the city.
The Lo Lifes originated in 1988, in Brooklyn, NY (Crown Heights & Brownsville). Black & Brown youth in the boro found that a common thread connected them (as it did many youth in inner cities across the country) — their love of getting fly. At first, the focus was having pieces from the best of the popular brands of the day, then they started to focus, exclusively, on the “Lo” (Polo by Ralph Lauren).
“Boosting” was already a thriving business in the city, and throughout the boros, everyone knew it was Brooklyn thing! BK already had a reputation for “Stick Up Kids” and robbery, but “boosters” didn’t target people. I mean, you might get caught slipping if you had something that was deemed valuable, but other than that, getting “the Brand to Snatch” was the goal.
Growing up in low-income, impoverished communities, these teens gravitated to acquire things that would make their existence more bearable — clothing was a commodity as much as it was utility. Still today, to be able to own these garments, from coveted luxury heritage brands, gives a sense of confidence and pride about life, — as well as the respect you garner in the streets, and beyond.
Living in NYC, you get to see a diverse mix of people & economics — you see how everyone is living. In smaller cities, and more suburban areas, you may have to travel a considerable distance to see another side of life. In the inner-cities, because of the juxtaposition of residential and commercial, you’re constantly seeing things that you want, but may not be able to afford, (or even have access to). You also get to see how people are viewed by their appearance, rather than their perceived wealth. There may have been a few wealthy civilians, but for the most part, the hustlers, pimps, dealers, etc., always appeared to be the rich — they were the well dressed, nice car-having, people in the community. Even knowing the dangers, with few opportunities for earning substantial money legally, most turned to street activities. But, not everyone had the heart to sell drugs, or pimp. (I know, because I was one that didn’t). And robbery — well, it’s all about who you are robbing…lol. I never thought that it was smart to rob your neighbors, literally, or figuratively. If it’s about getting money, and the acquisition of goods, then one needs to find a source they aren’t connected to…
As stated earlier, “Boosters” and “Boosting crews” were already active in BK. In Crown Heights, on St. Johns Place, the GET MONEY CREW and 2 FRONT POSSE, were among several crews in the area. The crews that began to focus exclusively on RL would eventually be known as, Ralphie’s Kids. In Brownsville, Marcus Garvey Village was home to Polo U.S.A. (United Shoplifters Association). These factions would eventually join forces to create, the Lo Lifes. They would become famous for a myriad of tactics, designed to get the Lo! They would show up to stores like a modern day flash mob, grab whatever they could, and exit the store, evading store employees and security. Another way was, to go in individually, or in small groups, and “shop” discreetly. Taking trips to stores in surrounding cities and states, also became the norm, to find styles that never made it to New York. The clothing became a tradable commodity, where “pieces” were used to barter for other Polo pieces, or other valuables. It created a resale economy, like the one we see today for sneakers — it was just on the “black market”. Through street and hip hop culture, the movement would begin to grow across the country.
Being a loner myself, I never wanted to be in a gang, because all I ever saw were gangs fighting each other. (And that ain’t getting us, anywhere). Before my time, some gangs were created to serve & protect there communities from police brutality, and adversaries from outside of the neighborhood. As the capitalistic nature of this country took center stage in the 80’s, blending with the effects of Crack in the system, and an influx of guns, gangs would start to mirror organized crime. — But when I heard about the Lo Lifes, I felt like they realized the correlation between how you dress, and how you feel about yourself — also, that they weren’t robbing anybody. Technically , they were taking from a corporation, that has insurance, (and which none of the owners looked like us, so…). In the long run, stealing the clothes actually made the company more money, and more coveted amongst the people. And for the Lo Lifes, they would start to become more visible, which in turn created more attention on their activities. The retail stores started to create devices and strategies in store layout, to combat against the tactics the crew was known for. As the 90’s came to an end, Polo didn’t disappear, but it definitely wasn’t as prominent across the board, as trends of fashion changed. New brands started to emerge out of the growing Hip Hop marketplace, where the rappers were becoming the faces of their own signature lines and products. The term “Streetwear” was starting to emerge. — As times were changing, so were the members. Now, as grown men (and women), with their own responsibilities, some with their own families, (maybe) the risks of violence and jail time just didn’t equate.
As we moved into the 2000’s, the the Lo Lifes began to finally get some notoriety for their contributions in popularizing, and ultimately creating another layer of culture for the Ralph Lauren brand. The Lo Life Lifestyle would begin to shift away from boosting, to celebration & connoisseurship. As the figure heads began to adopt new trains of thought about the lifestyle they created, they saw it fit to transform the ideals of the collective as well. So now, the “2L’s” represent Love & Loyalty, which have always been the cornerstone of their foundation.
With the new energy, the founders would start to create their own brands and find ways to spread the crews message to the world, through the continued aid of hip hop culture, and the new technology (ie. internet & social media). In 2006, co-founder, RACK-LO, and his wife, Shileena, would throw the 1st official Lo Annual BBQ. Since then, the two continue to build new ventures, and create events that add to the traditions and legacy of the lifestyle. Rack-Lo is also a Rap artist (emcee), Author, and also had a line of RL inspired jewelry, just to name a few. Over the years, He has been responsible for coordinating different Lo photo shoots throughout the year, that range from Easter Day, to themed shoots that highlight a specific piece (garment), to paying homage to a spot like St. John’s Place. From his IG page you can see that he stands in the center of the culture, connecting the various affiliates from all over the globe, including Atlanta, Paris, Japan, and Mexico, to name a few.
In 2010, the battle/fashion show, was created as another way to celebrate the culture, and bring together the various generations, affiliates, chapters, and crews. You show up to show off how you “rock your Lo”, to obtain bragging rights for the year. Everyone can come, but everyone can’t get in the circle!!! There are strict rules and regulations!!! Respect is of the utmost, and you must come with love. There are different categories, including “Best Lo Goose”, but the one that is the most coveted, is the “Head-to-Toe” Lo-down competition. Each contestant comes ready, adorned in layers of their best pieces, from outerwear to underwear — putting thought into the outfit architecture, they are judged based on several attributes, including availability, condition, and your overall style. Once the participant is in the “circle”, they proceed to unveil each layer, until all are revealed. When you think about what I just described, then add the fact that this is held outside, at night, in NYC, in the middle of January, should speak to it’s importance. People come from all over the world, to spectate and compete — Men, Women, (even children).
Sun-Lo explaining the rules of the “circle.”
These epic “Lo Goose” battle being held at Times Square is in homage to the history, and essence of the Lo Life Lifestyle. You couldn’t tell by the looks of it today, but Times Square used to have a completely different energy. For starters, it’s technically located in the part of the city called, Hell’s Kitchen. It was filled with bars, nightclubs, movie theaters, (showing regular movies and “XXX” films), and the arcade, “Playland”, that attracted the youth and the underworld, from all over the city. In those days, before they officially formed the Lo Lifes, the crews would all go to Times Square to meet up, to show-off their new pieces from recent “shopping” trips.
In 2015, Thirstin Howl the III, (co-founder, artist, & emcee) launched the Lo-Life brand, with the help of designer, Willie Esco. In 2017, He collaborated with photographer, Tom Gould, releasing a coffee table book, called “ Bury Me With The Lo On”. Howl, also being an active Hip Hop artist since the late 90’s, has contributed volumes of music & content, while also appearing in various documentaries, interviews, podcasts, etc., talking about his personal story, along with the Lo Life history (and culture) — including HBO’s Ralph Lauren documentary, “Very Ralph”. He also was featured as part of an official Polo campaign in 2019.
January 19th, 2019, turned out to be a cold rainy (it definitely was between hail & sleet at points..) day into evening — with it being my first time attending, I was worried about how many people would show up. But I was determined to go, even if it meant standing in the rain (which is my least favorite weather to be out in). I felt like the universe was pushing me out the door, because even though I don’t have many “pieces” that I would’ve deemed appropriate for the occasion, I had a fit, perfect for the day! (pics below).
So I got dressed, and hopped on the subway to Times Square. When I arrived, I was met by the regular traffic on my way to street level. As I approached the spot the now famous, red bleachers, across from the McDonalds (another famous location of NYC street lore), I started notice the “Lo heads” scattered around, waiting patiently. Not knowing anyone there, I was like a fly on the wall, observing, and enjoying see the comradery between various groups of lo heads, as well as the mix of facial expressions of on-lookers walking by, trying to figure out what was about to take place. Witnessing years of friendship, to new acquaintances, all brought together by the love of the “Lo”.
Once enough gathered, it was showtime! As I showed earlier, in the video above, Sun-Lo and Rack-Lo, explained the rules and gave the blessings. What followed next was historic! The care and showmanship of the participants exceeded my expectations, and really gave me insight to how important this actually is to people in the culture.
Looking around the crowd, I could clearly see the effects of the Lo Lifes, and the culture they’ve created. Seeing people from all over the world in attendance, to Lo head families, who have raised families, blending this culture, with their traditional values & rituals, passing the legacy of Love & Loyalty to their children, showed the spectrum of this niché demographic.
The “Head-To-Toe” battle is the main event, but it’s also about the “Lo Gooses” too. An early round in one of the Lo Goose battles went to young Lo-Lifer (pictured above). The winner of the “Head-to-Toe” battle that day, was from Japan — He showed up with an RL motorcycle, with the matching helmet, matching his entire fit! . As the rain continued, I had reached my fill of wet socks, and had to make my way home, to dry land…lol. Even with the weather, I departed that day feeling like I just witnessed one of life’s rare occurrences. The vibe of love & loyalty definitely permeated throughout the people who came out. Everybody on one accord, enjoying a moment of shared joy, with no drama, or losing sight of why we were all out there in the rain — to be able to say you were really there, part of history.
So, fast forward to August 2020, I get an IG message from a friend from High School. We have been connected through social media for years, but haven’t seen each other in like 15 years… I open the message and to my surprise, I see this…
Picture from, “Documented Fly”, book by Sun-Lo.
My Friend, Cola, went on to tell me that her boyfriend was the gentleman standing in front of me. (He actually won the Head-To-Battle the previous year). He had purchased merchandise from Sun-Lo’s site, and received this book as a gift. I wish I could’ve got my hands on the book while it was in circulation, but I’m forever grateful that this photo made it to me. (Thanks again Cola!)
Present day 2023, the Lo Life movement is thriving and well. Love & Loyalty are represented all around the globe. I just wanted to take the time out to show my appreciation for their story, and the layer they added to our culture. There is still lots of facts and important names (so many…) that I didn’t get to, so if you want to go down the rabbit hole further, with one google search you will find a lot of content about the history of the Lo Lifes, and tons of people passionate about their “Lo.”
1LoV3 ✌🏽🖤💯