Darryl 'DMC' McDaniels On Brands Stealing Run-DMC’s Look: 'They Sell Product, Not Spirit'

Darryl “DMC” McDaniels has witnessed Hip Hop rise from the ground up, and he has now shared his thoughts on the materialism that runs rampant in the culture today.

In the lead-up to the release of Kings From Queens: The Run-DMC Story, a three-part documentary that is set to premiere on Thursday (February 1) on Peacock, the 59-year-old MC sat down with HipHopDX to discuss his group’s rise to fame during an era when superstars didn’t look or sound like him or his group. Over the chat, he reflected on the trio landing the first-ever brand deal in rap history (with Adidas), while discussing the current state of fashion in the industry.

“People got to understand we wasn’t selling a product; we was selling a spirit,” he began. “Yes, the wealth fucked it up […] When you look at kids from this generation, they holding their watch up and pointing at it; they holding their chain up; they holding their money up like that; they pointing at the car, they taking a picture by the car.

“Killer Mike said, ‘We were so proud, we had cars, gold and jewelry, but we pointed at ourselves’ — we were the wealth.”

The rap pioneer continued: “We wore what everybody else in the places we came from was wearing, so it created a sense of value universally. Now, because we came as we were in those $40 sneakers and the sneakers started selling off the hook, the other high-end companies stole our look, style and presence, and the only thing that they’re selling right now is product, but they’re not selling spirit.

“So now, these kids will lie, cheat, steal just to look like something that’s really not worth anything. Run-DMC’s relationship with Adidas is way bigger than Run-DMC and Adidas.”

Darryl “DMC” McDaniels and Joseph “Run” Simmons have preserved the legacy of Run-DMC in the absence of Jam Master Jay, whose murder over two decades ago brought the activity of the group to a halt (with the notable exception of their final show last summer).

However, some of those allegedly responsible for the killing are finally seeing their day in court, as the trial for two of the men accused of the crime commenced earlier this week.

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In 2020, Karl Jordan Jr. (39) and Ronald Washington (59) were indicted for the 2002 New York City shooting that left the 37-year-old legend dead inside a Queens recording studio.

Last year, Jay Bryant (49) became the third person to be charged in the case, though his trial will most likely take place in 2025.

Bryant’s lawyer, César de Castro, has indicated that his client will plead not guilty, saying: “Securing an indictment in a secret grand jury, applying an extremely low burden of proof, is one thing. Proving it at trial is another matter.”

Jordan and Washington have also pleaded not guilty.