When Jay-Z spit the iconic "all black everything" bar from his 2009 hit "Run This Town" single, fashion (particularly the American streetwear segment) sat up and listened. It became gospel. In fact, it was such a culture mantra that Lupe Fiasco's track "All Black Everything" from his heralded Lazers album in 2011 amplified that like megaphone.

Streetwear designers around that time just decided Jiggaman can't be wrong and henceforth, basically just made hoodies (THE streetwear staple piece that's NOT a sneaker) exclusively in black. It's become such a cliche that their have been entire e-com hubs that focus on black hoodies. It's almost become the fashion industry's inside joke.

At SOULER, we buck trends. With all respect due to Hova and Mr. Kick-Push, we present to you the Top 5 Must Cop new hoodie drops, and none are the same old black canvas.

Brighten the sauce up this holiday season. You're not a mannequin and hoodies are not a monolith. 

Magnus Alpha - "Immigrant Product" 3D Pullover x Detachable Mask

Not your average hoody. This heavy weight pullover fleece is 100% made in the USA, literally from the ground up. The cotton is grown on US soil and milled in a US factory. Then cut and sewn in Los Angeles under the watchful eye of Magnus founder and footwear icon Hommy Diaz for a relaxed drop shoulder fit. The Magnus Alpha signature webbing is meticulously applied to the hood by proud and skilled immigrant hands. The concealable cotton face mask is designed to detach for separate wash option.

Hip And Bone - Custom Hand-Made Tie Dye Faded Rainbow Art Hoodie 

From Montreal's hyper creative Hip and Bone design studio comes the "Faded Rainbow" collection. Each hoodie is hand dyed, and no two are alike. The juxtaposition of such DIY nostalgia on a premium, sartorially crafted luxe cotton is a brilliant marriage. 

Beautiful Struggles - "Horsepower" Vintage Americana Hoodie

The second collection of soccer star Danny William's narrative line Beautiful Struggle's is world class. Williams is the product of biracial, dual nationality (African-American father, German mother) roots and Struggle's pulls from his  youth in the 90's to craft pieces that are nods to his inspirations and influences. Soccer, hiphop, streetwear and iconic, nostalgic American heritage elements all come together in smart, nuanced ways. 

Original Penguin - Sticker Pete Icon Hoodie

"Sticker Pete" is a fashion icon. You've probably never learned the mascot's name, but it's Pete. The actual Original Penguin is back for 2021 as the brand modernizes its vintage aesthetic by building on the past and recreating for the future. Detailing pops on the chest of this solid mid-tone heritage teal never goes out of style. Featuring soft fleece fabrication, a drawstring hood and a kangaroo pocket, this pullover is a super comfortable edition to Penguin's nouveau classique direction.

Puma x Jahnkoy - "Forever Forward" White Russian-African Hoodie 

Fine organic cotton is the canvas for this stellar piece from Russian-African CFDA award winning designer Jahnkoy. Her collaboration with global sport leader Puma dropped to global fanfare, with the fashion & art world applauding the highly unique, strikingly beautiful culture mash-up. Heralded as one of the best collabs of the year, the Puma X Jahnkoy capsule focused on the restoration of Artisanal Craftsmanship and Revival of Global Cultural Heritage. The detailing belongs in a gallery. We've left "hypebeast" in the dust and aimed at the art. Bravo.