Since its inception in 2001, Hpnotiq has established deep roots in the world of hip-hop, nightlife and street culture. An eye-catching, blue-tinted liqueur that combines a premium blend of exotic fruit juices, French vodka and a touch of cognac, Hpnotiq has been name-checked on dozens of songs and served as many a rapper’s drink of choice, leading to it becoming a true hip-hop staple.
In celebration of its heritage and 20th anniversary, Hpnotiq recently debuted an animated series dubbed The Sipcom, starring Fat Joe and Jim Jones. To help celebrate, Jim invited HYPEBEAST footwear editor Ross Dwyer into the animated Hpnotiq HQ to talk about summer in New York City, sneakers and more.
Jones is a New York City lifer who was born in the Bronx and raised in Harlem, so he knows better than just about anyone what a New York summer is like, describing it as “athletic and energetic, full of flash and bravado.” Of course, the staple Harlem shoe is the Air Force 1, so when riffing on his summer sneakers, Jones notes that he has a “brand new pair with [a] bubble gum sole,” and also notes that he’s “one and done” when it comes to wearing his Air Force 1s, as after he takes them outside one time they’re “graveyard material.” Jones and Dwyer finish the episode by talking about a high-level sneaker maneuver — namely matching your kicks to your drink, with Jones noting that Hpnotiq’s signature shade is a “nice summertime blue.”
See the full episode above, head to Hpnotiq’s YouTube channel to check out the rest of the series and stay tuned for more from the brand as it celebrates its 20th anniversary.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.