Preserving his MESSAGE, his MUSIC, his LEGACY

clothing t_shirt

ILL KID t-shirt…


This t-shirt is strictly for the real GURU hip hop heads! In 1995 Guru released, Guru Presents Ill Kid Records, his first solo album outside of the Jazzmatazz series. The album consist of various artists such as Jeru, M.O.P, Group Home, Bahamadia, and Big Shug. Guru flexed the other side of his musical talents producing the majority of songs on the album. A rare gem of an album, this t-shirt showcases the artwork created by Guru displayed on the cover. The name ILL KID was also what Guru liked to call his alter-ego, his wild and untamed side (hence the deranged looking figure). Take home a piece of GURU history and if you’ve yet to listen to the album make it a priority! * T-shirt comes in White & Black. **T-shirt comes in both Male & Female sizes. *** This is currently a PRE ORDER selection: Will be shipped on Dec. 10th 2011.

Guru Presents IllKid Records [1995]


HEAD TO THE SKY t-shirt inspired from the song “Guidance” – Guru Jazzmatazz Vol.3 Streetsoul

This t-shirt was inspired from the song “Guidance” on Guru’s Jazzmatazz, Vol. 3: Streetsoul album. Guru dedicates this song to his son (KC). The quote, “Walk your own walk and keep your head to the sky” is a piece from the song. This amazing image of a young Keith Elam (Guru) speaks for itself. The image and quote from “Guidance” are analogous as in essence Guru is speaking to a younger version of himself. * T-shirt comes in White & Black. **T-shirt comes in both Male & Female sizes. *** This is currently a PRE ORDER selection: Will be shipped on Dec. 10th 2011.


DJ Premier (Exclusive photo of Tupac & GURU) shirt.

MC OF THE YEAR out now at The X Label store

SHOP “MC OF THE YEAR” shirt at The X Label site

MC OF THE YEAR_ The phrase “MC Of The Year” is written on the cover of one of Guru’s earlier demo tapes in the exact format on this t-shirt. In a 1986 interview with Boston’s local DJ Magnus Johnstone (whom Guru pitched his first demo tape too) Guru explains that this year he is going after the title, MC Of The Year. “What I’m trying to do is get my raps circulated into companies and people with clout so I can get on the set and be MC Of The Year, listen clear!”.

GIFTED by The X Label

GIFTED_ The crown on this t-shirt is from the Emire Management logo. Empire Management represented Gangstarr for a number of years. Guru can be seen wearing an Empire Management t-shirt in the “Dwyck” music video. “Gifted” not only explains Guru’s talent as an MC but it is also the first word from the backronym (Gifted Unlimited Rhymes Universal). Lastly, Guru’s signature (Keithy E) which was the first name he went by as a MC is displayed on the t-shirt. A nice blend of Guru’s history in one!

WILD X shirt #4 for THE X LABEL Collection with LISTEN CLOTHING 2011 (Coming soon at

Wild Pitch Records was a hip hop record label started in the mid 1980s by Stuart Fine and was eventually distributed by EMI and eventually acquired by Jay Faires, who tried to reactivate it as part of his short-lived JCOR Entertainment label. Artists who released records under this label include Main Source, Lord Finesse, Ultramagnetic MCs, Chill Rob G, Gang Starr, UMC’S, O.C., Brokin English Klik, Hard knocks, and the Coup. Since the majority of its albums were released in the early 90’s and went out of print, Wild Pitch re-released their catalog on April 22, 2008.

This graphic we call WILD X in tribute to one of the soldier labels in the game.  Supporting what was true hip hop at its essence. Long Live Hip Hop in the 80′ & early 90’s.



G.U.R.U. also known as… (link to shop)

MC Keithy E
Guru’s birth name is Keith Elam (Keithy E). When Guru began rapping, he went by the name MC Keithy E. The top of his first demo tape cover boldly states “Introducing MC Keithy E.”

Guru came up with the name ILL Kid to express the person he would become when he would act up and spaz out. DJ Premier states that Guru would actually warn people and say, “you don’t want me to let the ILL Kid out” before doing so. He referred to himself as ILL Kid on the songs Speak Your Clout (Hard To Earn) and Illest Brother (Daily Operation). A caricature of the ILL Kid (A wacked out, deranged looking figure with exaggerated bow legs, a gun in one hand, and a record in the other) was created and tattooed on Guru’s right shoulder. This caricature can also be seen on the cover of Guru Presents Ill Kid Records, released in 1995 (his first solo album outside of the Jazzmatazz series).

Baldhead Slick
At one point Guru used to rock a fade or have his hair in twist. Once his hairline started to recede he decided to shave it all off. The fresh baldy spawned the name Baldhead Slick. This was around the same time the rap group ONYX (every member of the group rocked bald heads) came to fame and helped make baldheads fashionable. The baldhead became Guru’s signature look. Baldhead Slick was also the name of one of his albums. Guru’s Baldhead Slick & da Click was released in 2001. It was his second solo recording outside his Jazzmatazz series of albums.

Keithy E The Guru
The name Keithy E The Guru came about in his transition from Boston to New York. Still holding onto his name Keithy E, he added the name Guru to represent his worldly knowledge.

Gifted Unlimited Rhymes Universal. God is Universal; he is the Ruler Universal.