Ghetto Runways | S4 EP 4 — Emory "Vegas" Jones

Ghetto Runways

In this episode of Ghetto Runways, hosts Alonzo Jackson and Marcus Dane sit down with Emory 'Vegas' Jones to discuss his transition from the stre

Key takeaways

• Emory 'Vegas' Jones views fashion as a universal language that allows individuals to navigate and balance different social environments.
• The discussion highlights Emory's strategy with Puma, which focused on engaging the 'influencers who influence the influencers' rather than chasing raw numbers.

Main topics

• Fashion as a cultural tool
• Brand evolution and fatigue

Notable quotes

Fashion was my universal language.

Conclusion

The episode offers profound insights into how cultural authenticity an

Transcript preview

Speaker 2 (0:00) This Speaker 1 (0:00) is the operator with the collect all from... Speaker 2 (0:02) ...Emerald Health. To accept the charges, press 1. Speaker 1 (0:06) Now. Speaker 3 (0:20) Yes, it's Speaker 1 (0:21) making the noise. Yes catching this don't worry about that man It's Speaker 3 (0:25) been met the word, you know different ways What you just did is made that you know Speaker 1 (0:31) It go Speaker 3 (0:42) good with that velour, you know what I'm saying? Speaker 1 (1:19) Welcome back. Welcome to Get On The Runway Season 4. Please, before we get any further, we need you guys to like, comment, subscribe. I know this shit is corny. I hate saying it, but it's needed to push the movement. Twin, what's up, brother? Speaker 2 (1:32) Oh, man, feeling good, man. Today is a great day, you know, as most of them is, you know, most of them are. We got an important guest today, man. I'm going to let you, you know what I'm saying, do the honors. Yeah, Speaker 1 (1:42) because you usually have some, you know, some romantic shit you be saying, but King Good Man, like. Yeah. This dude, man, here. How can I say it, man? This is the real definition of a big homie. You know what I'm saying? I get a lot of game from this guy. The behind-the-scenes shit he do is incredible. I often find myself just picking his brain, his style, his demeanor, you know, since day one. We locked in a long time ago, and he embraced me early. Gave me a lot of opportunities, man. We just vibe. He feel it, too. A lot of days, a nigga having a bad day. You know what I'm saying? He'll just check the energy. And I'm just excited to have my brother here, Emory Jones, man. What's up, my brother? Speaker 3 (2:26) What's up, my brother? Listen to how Speaker 1 (2:27) you're here, man. Speaker 3 (2:28) Respect, King. How you feeling, man? Man, listen, man, back in the shot, man. You know, the shot always been good to me. It has, man. Chicago love you. I love it back. Yeah. You know? No, man. Speaker 1 (2:42) I'm just man. I don't even know where to start man. I'm gonna let you go from there man. So what you thinking man? It's so much we want to talk about man, Speaker 2 (2:48) because when we talk about the culture and Letting the culture dictate What happens it, you know, then the streets dictate what happens in our culture man. This is you know This is a prime example of it and we could talk about Speaker 2 (3:09) Just the folklore. You know I'm saying behind the name, you know, cuz we was all hearing it, you know, we we we J fans Yeah, so the streets was hearing it right and then when you come home and pop on the scene and Get right to work Speaker 2 (3:27) You know, that's what we want to see. And that's what we've been seeing. Right. Talk about that. Speaker 3 (3:33) I think for me, you know, the best thing that happened to me when I came home was meeting good brothers like Zoe, meeting good brothers like James from, you know, social status and all that, meeting good brothers like Dion and Matt from corporate. You know what I'm saying? Like all these guys was, you know, making moves in the space. and I'm coming home in the space, but I'm getting a chance to understand the space from every angle, right? So even though, you know, everybody looking at me as the OG, I'm like, oh, I get a chance to go to school again, get some more information, right? So now if I get some more information and take what I know, I can give it back to them in a way that they need to get some extra information to go with what they're doing. So it was like a blessing for me. Because it was like, you know, sitting in the rock office and all these different individuals from everywhere coming in and embracing me, but bringing so much game and so much good energy. And it was just like, oh, we can bounce off each other. And I think for me, it was an important time in my life because at that moment, I could have came home and ran fast, out of control. You know what I mean? Nah, I started, I was like, nah, I'm a pace. I'm a pace. You know, I'm at one of them being a rush for. Right. And I think, you know, I think a lot put me in a situation where as though it was like, no, come home and you got another course to take right now. Right. And I was just having to be blessed in that position. So, you know, taking that moment. Slow walk it down soak it up to understand what my next chapter go look like right? It was like a perfect coming together. It was like a perfect timing and Speaker 2 (5:20) and often we talk about the places that Fly guys come from right? You know I'm saying you a DMV guy Baltimore You know to be exact right? No, Speaker 3 (5:33) I'm a Merlin guy you gotta understand that I got a I got a funny dynamic right? Being a you know country boy So-called country boy, you know saying you got a figure I'm on I'm on that side of things and then half of my cousins from DC half of them from Baltimore Both guys style with both two different worlds, right? So you get the bosses, you get some more grit, and then you got, you know, over here, you know, they, you know what I mean? They got, you know, you feel like they was eating caviar back then. But when it came to style, I felt like, you know, DC had caviar. It was like. Speaker 3 (6:11) Pushing it in that level you get him saying is like, you know, it was that so, you know to have the best of both worlds and then You know the rest of my family is Trenton Philly all that so you'd have you know that mix in the family So I'm catching all that right and then you know just being a student Because I knew what fashion meant then. To me, fashion was my universal language. Fashion was going to make me navigate through any situation. You know what I'm saying? Like, it don't matter. I could travel to this town, to this city, that city. If I come in fresh, I'm already breaking the code. Speaker 2 (6:48) Yeah. Speaker 3 (6:49) You know what I'm saying? Like, it don't matter who you are, what you are. They're like, oh, you doing right? You know me it's like so you automatic balance the room. Yeah, Speaker 2 (6:59) and Speaker 3 (7:00) Sorry, it does we put the mic that is your turn. Speaker 2 (7:07) Yeah, Speaker 1 (7:07) it's uh, it's making the noise. Yes catching Speaker 1 (7:13) So we'll have to have it on zip to solve it. Don't worry about that man. Speaker 3 (7:18) It's been meant to wear, you know, different ways. So even if you want to zip it down just a little more, give it on the hip, you know what I'm saying? Just to give it, you know what I mean? Feel me? Speaker 1 (7:30) You know that? Yeah, yeah, yeah. Hey, what Speaker 3 (7:32) you just did made that, you know. Hey, come on. Thank you, Speaker 1 (7:37) Frank. Thank you, Frank. Speaker 3 (7:38) You get them maturity, you know what I'm saying? You get that chunky shit, man. It's for the maturity. It go good with that velour, you know what I'm saying? Speaker 1 (7:47) Thank you, Speaker 3 (7:47) man. It go good with that velour, you know what I'm saying? Yeah, it go good with that velour, you know what I'm saying? Speaker 1 (7:53) You be pranking, fuck it up, man. You did it, man. Speaker 2 (7:55) Good shit, bro. Speaker 2 (7:59) So, man, one of the things I love is that, so be it like, like we've been blessed to be amongst some good people, some plugged individuals, right? And I don't remember if it was you or Clark who told me this, but I'm assuming it was Clark and you was Clark on me first. Yeah. Speaker 2 (8:28) He took you around whole now. Okay now how to go now now Speaker 3 (8:33) with Clark was Clark and Hove Had a little burn because of fact, you know Clark has seen a whole that talent what you feel I'm saying so for me being me when I used to come to the city I was I Wouldn't worry about doing this but go shopping, right? So everybody know me is like I'm get to the city. He won't go shopping. I'm going shopping. I'm good Like I ain't chasing nothing. I got to go get the fresh. I got to, when I get back on that turnpike to hit back down, the bags is right. Boom. Like that was my thing. So when, when, when they introduced me to Clark, Clark was that, you know, that's what Clark was fresh. Okay. Clark was, Clark was, you know what I mean, man, Clark go shopping. It was like, he couldn't wait to get to the city and be like, yo, we going over here. Shut the store down. Clark was the first person I'm like, man, Clark coming, that new pair of Air Force One. I need 10. Speaker 1 (9:28) Yeah. Speaker 3 (9:28) Yeah. Speaker 1 (9:29) This thing. That clock, 10. Speaker 3 (9:33) You know what I mean? You know, in between, if he see a shoe he like, nah, 10. I was like, where is he keeping this shit? Speaker 1 (9:44) You Speaker 3 (9:45) know what I'm saying? Like, that was just him. So me and Clark bonded just off of that part. Because me and the music, I'm there with me. But me and Clark Bond offer sneakers and Speaker 2 (9:58) fresh. Yeah, because he said you was the fresh one. Speaker 3 (10:01) Yeah, that Speaker 2 (10:01) was Speaker 3 (10:02) my dog. You was the fresh guy. Young boy, too. Speaker 2 (10:05) That's the thing. Speaker 3 (10:07) I'm coming in young boy. You know what I'm saying? Like, young boy, but like I said, I knew what that meant. And then I knew what that meant to go back and be able to go home. Turn everybody else on know me like I felt like at that moment. I still had a mission Like I was you know out you know like you know my purpose was to go back and make sure I Spread this a sprinkle is over. I ain't go back and be selfish Yeah, cuz cuz I was I was the type you know me people tell you tell this day. I'm They come to my house. It's like a yard sale You know me I got so what I'm passing on so you know People like I can't wait to you when we go in the M house. Wow, you know me Crazy Speaker 1 (10:51) that was my thing, you know Not here. That's crazy because it's the same thing at miles You know I'm saying everybody know like my brothers cousins anybody come by the career if they gonna leave with some because it's so much And I ain't thinking about it. I ain't thinking about it, which I do be thinking about this shit But I don't you know I'm sorry cuz I ain't gonna stop and that's how the blessings come me and my man T Talk about that all the time. You got so much you've done II I'm trying to figure out a way to get to it. Like, cause it's so much. I want to talk to people about just, they don't know. I remember when I first met you, man, shout out to Mo. Yup. You know what I'm saying? DC Speaker 3 (11:25) Mo. Speaker 1 (11:26) DC Mo, man. DC Mo. We going to get you on here too, man. Look, look, God, that's my, that's my dude. Mo get, Mo get busy, man. He Speaker 2 (11:33) get Speaker 1 (11:33) busy. You know what I'm saying? And that's why I locked in with Mo because it's, it's fly as he gets. He was working with the artists and he like, yo. Need your help, you know I'm saying so to master this look and you the person I know that can get it done and we won't say the artist but he flew me out Well, we went to LA and that's when I met you at a Grammy at a Grammy joint man And you know, we was working with the artists whatever and somehow and I just remember me and you locked and he was just like We just started talking on our own. Yeah, and then mo walked over there was like, yo, I've been wanting y'all to me Anyway, this is perfect and I just shouted you out. This was the early arm Instagram days like at the time you and you I know you when you remember shit like I do I Shout it out like damn just met the legend Vegas Jones. It was again like twins say we hold to the T You know I'm saying you can't tell me nothing. I still catch joints right now. I'm like damn you shall knee on that He just to say his name. That's the game we play because we that answer to be homie, you know Sam But I remember shout you out and your response was like, oh, that's you And you was familiar with the brand, you know what I'm saying, from upscale, wearing it around the office. And we just locked in like crazy, like maybe within two or three weeks, me and my man Dante drove to New York and sat down with you. You was fucking with the rock shit then. Like my memory crazy, man. I remember Speaker 3 (13:00) that. I remember that. Y'all got in the road, came through. And that alone to me. Show me what type of team players y'all was. You know what I mean? Like, it was like y'all got on the road, pulled up. You know what I mean? And our bond started from that moment on. Yep. It was crazy. From that moment on. Because for me, when you look at the names you call out, Mo, Fly, Upscale, Fly. Like, that's his DNA. Who he is, what he is, what Speaker 1 (13:29) he stand for, Speaker 3 (13:29) right? Speaker 1 (13:30) And, Speaker 3 (13:31) you know, in this world. I feel like I was talking about it earlier today, man. Life is team sport, man. You know what I mean? It's like even in this thing we love to do, you know what I mean? It's fresh and it's still a team thing. Like you feed off of each other. You know what I mean? You salute each other. You like, man, when you see someone, you know, looking good, feeling good, it's like, nah, I'm going to let you know. Like in this world to me. We need more of that. Yeah, Speaker 2 (14:00) we Speaker 3 (14:00) need we need more that in general. You know me like I'm a you know, we here Yeah, you know like to talk much but on my own on my own my real fly shit like my intentions used to be like I every day Went and bought a new outfit every single day from here to tone wore new outfit every single day It wasn't about the outfit. I just knew I was gonna do that every single day and then pass it on every single day Speaker 2 (14:28) Yeah. Speaking of the team and, you know, being a team sport, one thing that I appreciate, I was talking to somebody earlier about this. What you've done for Zoe, Dave, just my homies in Chicago, you know, me, you know, that's something you ain't have to do. But that's like. You know what I'm saying, with Puma? Mm Speaker 3 (14:57) -hmm. Speaker 2 (14:58) Where you've taken Puma and having, like, the vision to be like, okay, them the guys that I know can help take the brand to the next level. You know, that's important. Yes. You know what I'm saying? That's vision. Everybody don't have that. Speaker 2 (15:16) Again, you didn't ask anything, you know? Speaker 3 (15:19) I mean, it's never, I feel for me, it's like, you know, when you think about Chicago and the history and the culture of Chicago, shit run deep. You know what I mean? Y'all style and taste run deep. You know what I mean? Like it's in your blood. You feel what I'm saying? So for me, when I was had a chance to even be a part of that and meet good brothers that... Think like I'm thinking, you know. And being a guy was, though, you know, I've never been selfish. So I looked at it like, you know what? The way someone like Puma can get back in the conversation is, let me go introduce you to the players, was, though, I call it, I call my Rolodex the influencers who influenced the influencers. Speaker 2 (16:05) Yep. Speaker 3 (16:06) Like I don't pay attention to numbers. Numbers can be fluffed. Right? But I'm hitting these guys and I know these guys and I'm like, nah, that's who someone's paying attention to. That's a special skill right there. You feel what I mean? So I looked at Chicago as a whole like, man, the world needs to feel it through the lens that I see it through. So with that opportunity being there, I'm like, you know what? I'm back to basics. I'm like, yo, you can't tell somebody what you think your brand is without going to test the people. Speaker 1 (16:44) So Speaker 3 (16:45) I went there to the guys. I'm like, let's go test the people. Let's go back to basics. The basics, you know what I'm saying? And the thing was, everybody was driving their own car. See, that's the difference. It's like, it's easier for me to get a car and then put a bunch of people in the car and no one knows how to drive, right? Nah, I'm putting people in the car who drive in their own cars. Just so happened, we might pull over at this stop because we've been driving for about an hour. We got a couple more hours to go. I'm going to get in the back seat. You're going to drive right now, right? So it's like I knew we needed that type of people in the mix, right? Speaker 1 (17:21) Yeah. Just to piggyback on that, because I told you it was the illest formula back then when you introduced me to it, and you was the first person that I ever worked with. that understood that you was like yo you used to always say to me you still say it to the day to this day i got my guys you know what i'm saying meaning like i'm not chasing no influencers and it meant so much to me just being honest with you because i knew i sat in rock nation with you and see the type of people that come in there daily and i'm like all he got to do is get him a shoe her shoe tell him to put on his hat and you stood to you stuck to your whole like yo i got my guys These the guys I'm Speaker 3 (18:00) gonna Speaker 1 (18:00) make sure do what they do. And this is even just bigger than Pullman. This is what everything you would do. You know what I'm saying? Like from from because I know the real influence, you know, I'm saying that you don't speak on as far as the alcohol, you know, I'm saying the things that you was doing behind the scenes. That's why I really wanted you up here, because it's dope that you don't really speak on what you do. But I always say to myself, and this is to all my big homies and younger cats, I just think it's always iller when somebody else is telling your story, somebody that was really influenced instead of you just popping your chest out like, I did this, I did that. And I know, do say, man, you hit the curve, man. And I know it can be forgotten, you know what I'm saying? But it's just a lot of things like that that you really got out on the field and made it. what it is and they'll never say it, man. Speaker 3 (18:50) Because it was, it's like everything else. Play your position, right? Yeah. My position was to go and hit the ground. You know what I mean? And go and look at it like this. Think about it. When we came with Ducey, I used to think about it. It's like, okay, these clubs want you to come to the club and buy back your liquor. And I'm like, wait a minute. So you want me to come bring your energy to your club, bring all the right people to your club to buy my liquor back. I'm like, Why am I doing that? Yeah. Speaker 2 (19:19) It Speaker 3 (19:20) makes no sense. Right. So we had to flip that understanding and saying, no, I don't want to knock your business. And I know that's how you. But let's balance this out. We all need each other. Exactly. You know, taking it back to we all need each other. Yeah. Right. And it was just me bringing that back in the room. Understanding like if you're telling me I'm going to come to Chicago. Right. And we know how Chicago is. And I'm going to have. every player from every side in here and you talking about I'm going to buy my liquor. Matter of fact, you should be paying me. Right and I wouldn't even coming on that time. Yeah, Speaker 1 (19:53) I'm Speaker 3 (19:54) like, let's come and break some bread and Because what it does is open up the door for all lovers to bring in what we graded. Yeah Collectively 100 Speaker 1 (20:04) % to Speaker 3