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As the brand's owner at the time, Peter Capolino, told Fortune in 2003, "I figured my market was 35-to-75-year-old conservative, college-educated, suburban white men." But in 1998, after Outkast's Big Boi was styled in a throwback Dale Murphy (Atlanta Braves) jersey for the duo's "Skew It on the Bar-B" music video, it quickly became clear that his target market was far Blacker and swaggier

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