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Why a Rhino?      

Although Ecko Unlimited was founded in 1993, the rhino icon did not appear for several years "After we participated in our first M.A.G.I.C. show (fashion industry event held in Las Vegas), I realized we needed a distinctive logo," says Marc Ecko. "At that time, we were only using the Ecko Unltd. name. I noticed all our competition had similar handwritten graffiti logo treatments. I didn't want to be another 'me too.' I wanted an icon," Ecko Unltd. explains. "At the same show, while sitting at an all-you-can-eat buffet in Vegas, I noticed a display of old food cans with great images, including one of a rooster. That got me thinking. Shortly after, I was at my parents' house. My dad has a huge collection of rhinos, which started when he bought a bad wood sculpture of a rhino. Then people started giving him rhinos. Anyway, I thought this might be a good fresh logo for us. The more I thought about it the more meaning it took on. Rhinos are sort of prehistoric and sort of mythological. It's a big, clumsy animal, but when it runs, it's very nimble - kind of like our company - a little awkward, but it can definitely move."

A high school student by day, Marc's artistic journey began in the mid-80s in a makeshift design studio and showroom located in the garage of his parent's New Jersey home. A full-fledged member of the then emerging hip-hop scene, Marc engendered interest with the generation's new cultural icons including Spike Lee and Chuck D, who wore his t-shirts with pride. These events precipitated his founding of *ecko unltd. in 1993, at the age of 20. His unique talents, coupled with an innate marketing acumen, would quickly guarantee success. In the short period that has passed, the Company has grown to include 12 separate *ecko unltd. apparel and accessories lines, the contemporary Marc Ecko "Cut & Sew" collection, G-Unit Clothing Company, Zoo York, Avirex Sportswear, Complex magazine (circulation 325,000), and a soon-to-launch video game in conjunction with Atari. Last year, alone, the full-scale global fashion and lifestyle company reported billings of over $1 billion.