New York Fashion Week is a welcoming for rap’s elite: 21 Savage performed on the V-Files runway, A$AP Rocky watched Raf Simons debut at Calvin Klein, and Kanye West continues to make headlines with his Yeezy collection. A couple decades ago it was surprising to see Tupac walk down the runway for Versace, but now the co-mingling is now just part of job descriptions.

The interlocking connection between rap and fashion inspired us to collect data and see which brands really are on the forefront of rap culture and which are receding to the background. Our information was culled from 40 different brands, specifically focusing on 2010 through 2016 to encompass fashion obsessions of this particular decade. We then split this data into four categories: “Brands On The Rise,” “Brands On The Decline,” “The Kanye Bump,” and “The Rocky Effect.” The latter two categories focus on brands whose rise can be easily dotted to these two particular fashion obsessed rappers. Now let’s get into what brands are really rap’s favorite brands.

Brands On The Rise

Bape

Search term: “Bape”

2010: 0.00055%

2016: 0.00108%

“Bathing Ape”

2010: 0.00026%

2016: 0.00052%

Percentage Change: +96.36%

Most Popular Song On Genius To Mention The Brand: Desiigner, “Panda”

Created by Nigo in 1993, Bape’s introduction to the rap world can be credited to Pharrell Williams, who proudly wore the loud streetwear brand throughout the 2000s. Only found in Japan in its earliest days, the brand’s elusive quality diminished once it was so readily available Stateside. Nigo left Bape in 2013, as its cultural cache was dipping, but the last few years it’s resurged as a go-to for young rappers wanting to make a more retro style statement.

Balenciaga

“Balenciaga”

2010: 0.00021%

2016: 0:00059%

Percentage Change: +180.95%

Most Popular Song On Genius To Mention The Brand: Meek Mill, “Monster”

The near 200 percent increase in Balenciaga seems to be on track with recent flashy hires to take over the label. A$AP Rocky’s, and by extension all wanna-be fashionable rappers’, favorite designer Alexander Wang took over in 2012. In 2015, he was followed up by the equally buzzy Demna Gvasalia of Vetements fame. Meek Mill holds the highest profile mention of the brand, but considering Gvasalia’s grip on the fashion world, expect competition for that top spot.

Calvin Klein

“Calvin Klein”

2010: 0.00003%

2016: 0.00013%

“Calvins”

2010: 0%

2016: 0.00002%

Percentage Change: +400%

Most Popular Song On Genius To Mention The Brand: Princess Nokia, “Tomboy”

Calvin Klein is iconic, but even in the ‘90s rappers sought the preppiness of Ralph Lauren, Tommy Hilfiger or luxury brands like Chanel, Gucci, and Versace. The numbers right now—0.00013 percent mentions of “Calvin Klein” in 2016—are low, but a recent 400% increase and the appointment of rap’s favorite fashion designer Raf Simons could further that trajectory.

Giuseppe Zanotti

“Giuseppe Zanotti”

2010: 0%

2016: 0.00002%

“Giuseppe”

2010: 0.00011%

2016: 0.00126%

“Zanotti”

2010: 0%

2016: 0.00009%

Percentage Change: +1,145.45%

Most Popular Song On Genius To Mention The Brand: Fabolous, “Thim Slick”

Giuseppe Zanotti was recently checked by Nicki Minaj, who observed the brand using her namesake without permission. The move feels especially tone deaf, when seeing that the brand’s mentions in rap lyrics have gone up over 1000% since 2010 with mentions from the likes of 2 Chainz to Young Thug.

Nike

“Nike”

2010: 0.00307%

2016: 0.00268%

“Jordans”

2010: 0.00251%

2016: 0.00227%

“J’s”

2010: 0.00329%

2016: 0.0029%

Percentage Change: -12.86%

Most Popular Song On Genius To Mention The Brand:Kanye West, “Mercy”

Nike remains an omnipresent in pop—not just fashion—culture, but the company’s place in rap music feels less memorable than an Adidas, Puma, and even Converse. This decade, the brand slightly dipped in popularity and even though Drake mentions his own Jordan x OVO collab on the If You’re Reading This It’s Too Late track “10 Bands,” at least in the fashion world, there is no “Drake Bump.” Over the last year, however, the brand’s seen an upswing thanks in part to namechecks on Frank Ocean’s “Nikes” and Kanye West’s diss on “Facts.”

Brands On The Decline

Billionaire Boys Club

“Billionaire Boys Club”

2010: 0.00039%

2016: 0.00015%

“BBC”

2010: 0.00004%

2016: 0%

Percentage Change: -160%

Most Popular Song On Genius To Mention The Brand: Yung Lean, “Kyoto”

Often linked with Bape, Pharrell’s own brand Billionaire Boys Club has not seen the same nostalgic revival. Instead, BBC’s slipped further this decade, while Pharrell’s own career continues to find new and exciting chapters. Perhaps for that reason, even if BBC is charting downward at 160 percent, one may never want to count Pharrell out quite yet.

Louis Vuitton

“Louis Vuitton”

2010: 0.00153%

2016: 0.00078%

“Louis”

2010: 0.00875%

2016: 0.00502%

“Vuitton”

2010: 0.00124%

2016: 0.00064%

Percentage Change: -78.88%

Most Popular Song On Genius To Mention The Brand: Kanye West, “Mercy”

When Louis Vuitton revealed its long-hinted-at collaboration with Supreme, there was a fairly muted response, as observers were put off the luxury goods maker trading on the coolness of the downtown New York skate brand. Perhaps rap’s already been on this tip, because the brand dropped nearly a 100 percent this decade.

Prada

“Prada”

2010: 0.00282%

2016: 0.00159%

Percentage Change: -77.36%

Most Popular Song On Genius To Mention The Brand: Kodak Black, “No Flockin”

Back in 2011, Oakland artist Kreayshawn arrived with “Gucci Gucci,” which memorably opened: “Gucci Gucci, Louis Louis, Fendi Fendi, Prada / Them basic bitches wear that shit so I don’t even bother.” Un-ironically, all of the brands that were mentioned over this decade have seen a decline in rap lyrics, if only for Prada’s sake, she didn’t need to rhyme the word “bother.”

Ralph Lauren

“Ralph”

2010: 0.00146%

2016: 0.00090%

“Lauren”

2010: 0.00180%

2016: 0.00103%

“Ralph Lauren”

2010: 0.00084%

2016: 0.00037%

“Polo”

2010: 0.00502%

2016: 0.00282%

Percentage Change: -78.26%

Most Popular Song On Genius To Mention The Brand: Kanye West, “Mercy”

Ralph Lauren, specifically Polo, still holds a special place in the rap world, particularly as ‘90s nostalgia continues to seep into the culture. However in 2017, the brand’s preppy aesthetic doesn’t speak to high end or streetwear side of contemporary rap fashion, but old heads won’t easily sway from their Polo fits. Even if the Polo brand itself has retained a near untouchable place within rap culture, over the last decade, the brand’s seen a dip in rapper mentions alongside Ralph Lauren. With only a .25 percent difference between Ralph Lauren and Polo’s decline, it appears as rap tastes have gotten more exclusive and expensive.

Versace

“Versace”

2010: 0.00238%

2016: 0.00415%

Percentage Change: -74.37%

Most Popular Song On Genius To Mention The Brand: Desiigner, “Panda”

Since the ‘90s, 2Pac and The Notorious B.I.G. pushed the Italian clothing brand as a staple in the rap world thanks to its medusa shades and flamboyant garments. A couple decades later, Migos and Drake’s “Versace” rode an early 2010s resurgence in the company. The numbers remain high, but the obsession with the medusa head cooled off over the last couple of years.

“The Kanye Bump”

A.P.C.

“APC”

2010: 0.00012%

2016: 0.00012%

Percentage Change: 0%

Most Popular Song On Genius To Mention The Brand: G-Eazy, “Oh Well”

Even in the distorted reality of Kanye West time, the rapper’s two collaborations with the no-nonsense French brand A.P.C. feel decades ago. The influence did trickle down with both G-Eazy and Lil Uzi Vert following the trend. But, after peaking at 0.00013 percent in 2013, the year of the first Kanye collection, the brand never quite build on that momentum. Perhaps they may want to give Kanye another call.

Balmain

“Balmain”

2010: 0.00029%

2016: 0.00214%

Percentage Change: +637.93%

Most Popular Song On Genius To Mention The Brand: Rae Sremmurd, “No Flex Zone”

A number of rappers have mentioned Balmain more times than Kanye West—Rae Sremmurd, Rick Ross], Nicki Minaj—and even A$AP Rocky called himself the “Original Balmain badass,” but, simply put, Kanye did it first. Pusha T mentioned the brand back in 2012 on ‘Ye’s “New God Flow” and since then Kanye’s whole family remains close to Olivier Rousteing, Balmain’s current designer. When Kanye premieres a music video as a fashion ad then it’s clear the 637.93 percent increase since 2010 rests on Mr. West’s shoulders.

Givenchy

“Givenchy”

2010: 0.00033%

2016: 0.00229%

Percentage Change: +593.94%

Most Popular Song On Genius To Mention The Brand: Beyonce, “Formation”

Like Balmain, others might’ve mentioned Givenchy to a bigger audience, but West’s admiration of Riccardo Tisci, the former Givenchy designer, rippled across the rap world. Tisci designed the Watch the Throne cover, Kanye and Jay Z made the Tisci’s Givenchy Rottweiler shirt a rap must have, and again, Kanye can claim the first mention of the brand on “Looking For Trouble.” The 593.94 percent bump speaks to Tisci’s designer skills, but also Kanye’s eye in picking a style others will absorb. Plus, the Bey shoutout on “Formation” shows it’s still-rising relevance.

Maison Margiela

“Maison Margiela”

2010: 0%

2016: 0.00036%

“Margiela”

2010: 0.00030%

2016: 0.00144%

Percentage Change: +600%

Most Popular Song On Genius To Mention The Brand: Migos, “Cocoon”

“What’s that jacket? Margiela” Kanye West famously asked Jay Z on “Niggas In Paris.” That inquiry quickly elevated the beloved Belgian brand to a new consumer base. Even if the disgraced designer John Galliano’s work has received mixed reaction by fashion press, West’s single question will inspire fashion novices to answer the question for themselves.

“The A$AP Rocky Effect”

Alexander Wang

“Alexander Wang”

2010: 0.00007%

2016: 0.00016%

Percentage Change: +128.57%

Most Popular Song On Genius To Mention The Brand: Kanye West, “New Slaves”

The line between the “Kanye Bump” and the “A$AP Rocky Effect” can be blurry as both rappers sit on the cutting edge of many rap fashion trends. Kanye certainly raised the profile of the designer with his mention on “New Slaves,” but Rocky was already wearing and even doing promo for Wang’s label, so he gets credit for this 100 percent spike in mentions.

Goyard

“Goyard”

2010: 0.00017%

2016: 0.00119%

Percentage Change: +600%

Most Popular Song On Genius To Mention The Brand: A$AP Rocky, “1 Train”

A luxury French luggage maker probably isn’t the type of brand one might expect rappers to wear with Bapestas or a Supreme hoodie. Yet, in 2017 that’s exactly what’s happening and that’s mostly thanks to A$AP Rocky after he mentioned Goyard throughout his 2013 debut album, Live.Long.A$AP. Goyard famously doesn’t engage in e-commerce, charges thousands of dollars for a single handbag, and thus, offers increasingly rare fashion exclusivity.

Hood By Air

“Hood By Air”

2010: 0%

2011: 0.00002%

2016: 0%

Percentage Change: 0%

Most Popular Song On Genius To Mention The Brand: A$AP Mob, “Bath Salt”

This section is intended to highlight the brands that saw a bump from an A$AP Rocky co-sign, but when he dissed brands like Been Trill and Hood By Air on 2015’s “Multiply,” it effectively did the opposite. Shayne Oliver shade or not, the brand continued to push creative fashion boundaries in the industry but his company’s moment as a rap “it” brand was fairly brief.

Raf Simons

“Raf Simons”

2010: 0.00007%

2016: 0.00020%

Percentage Change: +185.71%

Most Popular Song On Genius To Mention The Brand: A$AP Rocky, “Peso”

In hindsight, A$AP Rocky’s breakthrough single “Peso” set the creative direction for his career when he rapped “I gets get the freshest / Raf Simons, Rick Owens usually what I’m dressed in.” Not new names to the fashion community, the designers were mentioned by Rocky well before any other rappers started name dropping them. Simons is currently revamping Calvin Klein, and so it’s no surprise that Rocky was there to support the designer at his New York City debut.