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The 1990s to early 2000s was an amazing era for hip-hop. And that infectious feeling is about to return with the comeback of the iconic blend of vodka, cognac, and tropical fruit juices that is Hpnotiq.

A favorite of the nightlife scene back in the day, Hpnotiq is now ready to introduce itself to a new generation of drinkers. Don’t forget, in the days of gold chains, snapbacks and logo-heavy clothing, Hpnotiq played a huge part in hip-hop life style. Merging the right amount of retro vibes with a modern touch, artist Naturel has redesigned the brand’s visual identity with the help of a few celebrities.

Harlem’s own Cam’ron is part of the huge revival, along with DJ/sneaker designer, Va$htie to add a touch of the new generation. Rapper and artist Yung Jake rounds out the trio known as “Class of ‘01” for the  #SINCE2001 campaign.

Reminisce on the days of oversized gold rope chains and cassette players as Naturel gives a behind-the-scenes look at his inspirational process in the clip above.



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Hpnotiq Hooks Up With Cam’ron, Yung Jake and Va$htie For A Major Comeback  was originally published on