The year 1994 was the birth of a new era for hip-hop when it came to branding. Seattle-born Tony Shellman and partner Evan Davis created Mecca USA with innocent intentions, until money hungry marketers saw the sellability in all things urban and made an attempt to saturate the mainstream market. “We did it for two years, but then International News wanted to put the name Mecca on anything--socks, jewelry, cologne,” said Shellman. “That's not what we wanted. So we sold Mecca to them.” Sounds like nothing Drake can’t fix.