the bronx. you don't see in manhattan, let's go get those. so we off to jew man. >> after my mother gave me my allowance, begged my grandfather for an extra 20 cash so i could get the new shoe. it was always that for me. always. you always wanted to be seen and you always wanted everybody to know that you got that what we call swag now. you got that flavor back then. you're fresh. you're the one. >> it was a competition just like everything else in the hood. the way the whole fat laces started was we used to take lace that's came with the shoe like converse, stretch them, starch them with starch, and iron them. it was a ritual. it took like a half hour, right? to get it just right. then the way you laced them in your shoes was a whole different sort of science ush, you know. the manufacturers when they lace their laces they go the other way, under and up. we? we go up and under.