Bascially a bunch of spoiled Rich kids searching for street cred and meaning. Trying to fight a way out of their famous progenitor's shadows...
Instead of doing something constructive, they go get all tatted up, do drugs, be complete eff ups, and do "rap"...
Shit, their flow goes into the same trashcan as a B.Pumper.
I could understand them being political activists, or in Hillfiger's case trying to take his father's brand into a diff or new direction...or even getting into movie making, but noooooooooo
they want to be seen as "hard".