Chi Modu is like the Getty Images of hip hop photography. Born in Nigeria and raised in Lawrenceville, New Jersey, Chi started his career as a photojournalist and soon after leaving college, got a job at The Source heading up the photo department during a fertile, formative time for both the magazine and hip-hop. “I’d been shooting documentary style photography and realized that someone needed to apply the same seriousness of photojournalism to shooting rappers.” he says.
At the time, hip-hop was an outsider’s genre, with photos of steam rollers running over hip-hop CDs in the streets playing their part in the government’s fear-mongering campaign against the culture. It was considered commercially risky and so the only magazines documenting the movement were awash with teen-beat fanzine style photography rather than reportage.
Excited to receive some of the first samples from this collaboration. I chose Pure Waste, from Helsinki Finland, as a partner in this because we both believe strongly that we must all Stop Wasting Earth's Resources. We made these products to bring attention to the fact that water is too precious of a commodity to be wasted. Few know that it takes more than 2,900 gallons of water to grow a little over 2 pounds of cotton. For the rest of the world that's 11,000 liters to grow 1 kilogram of cotton. The Tupac T-shirt I'm wearing below saved over 700 gallons or 2700 liters of water in its manufacturing process. It's made from 100% recycled material. Look good, do good™.
Everybody loves, uses and wears cotton.
Growing the 24 million tons of cotton consumed every year takes 2.6% of all arable land in the world. This is equal to the size of Turkey and enough land to feed over 200 million people.
10 – 15 % percent of cotton is wasted in the manufacturing process.
Almost 3 million tons of cotton are wasted when spinning yarns, weaving fabrics and cutting clothes. This is enough material to manufacture three T-shirts for every person on this planet.
Wearing this product you vote yes to saving water and you look good doing it.
One T-shirt saves 700 gallons or 2700 liters of water along with with a story worth sharing.
You can watch the pure waste cotton recycle process by clicking here
Looking forward to the upcoming collaboration with Pure Waste textiles, out of Finland, this Spring. Pure Waste produces these products from ecologically sustainable, premium 100% recycled fabrics and yarns. The products are entirely made out of recycled textile waste. Check out the short clip above of the making of the Snoop shirt. You can preview the recycling process by clicking ----> here.
Click image below to listen