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Listen to Nipsey Hussle talk about why he partnered with Fatburger on special uniforms for its Crenshaw store back in 2014, and you’ll start to get a sense of why the rapper was not only beloved as an artist, but also respected as an entrepreneur in the South Los Angeles community where he grew up.

Sure, he’s backing a product, but only because he really loves it.

“We had an idea to co-brand the Crenshaw collection for The Marathon Clothing with the Fatburger Logo, and it was just something organic and natural, ” he told MTV in a video at the time. “The Fatburger logo, it’s like the Hollywood sign or it’s like something: You come to L.A. and you think Los Angeles. We didn’t want to get in the way of that.”

He gestured to his black T-shirt, the big yellow and red Fatburger logo tagged with, “Crenshaw,” in smaller blue script underneath.

Nipsey Hussle, born Ermias Joseph Asghedom, was gunned down Sunday afternoon, in front of the Marathon Clothing store he co-owned near that Fatburger. His death prompted an outpouring of grief. On Tuesday, a suspect was arrested.