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Once upon a time the Southpole brand was the most thuggish of the urban street wear brands. Catch an old episode of New York Undercover and all the seedy street guys are rocking Southpole clothing. But reputations change, and the Southpole clothing line elevated its image-celebs can now be found strutting South pole clothing. In one South pole ad campaign, R&B singer Mario is rocking Southpole jeans. Ciara sometimes profiles in Southpole apparel, too. America's Next Best Dance Crew frequently has teams competing in hot Southpole clothes. Southpole mens clothing still dominates and Southpole men's jeans are still de riguer in the streets. But this time it may be a lawyer who's joins the ranks of the modern Southpole men.