"Immortal"… The word itself commands respect. It must be used with caution because not all are deserving of it. Immortal Brands focused on selecting a design firm that could bring that word to life, a design firm who shared our commitment to originality. So the question was posed: Who should be entrusted with this task? The search ended as soon as it began when we were introduced to Giovanni Russo and his design firm, simply called No. 11 (Number Eleven). This ground breaking designer has a client list that includes The Gap, Paco Rabanne, Aramis, Byblos, Club Monaco, The Limited, Mossimo, Ralph Lauren, Tommy Hilfiger, and Valentino. No. 11 had not only mastered the art of reinvention, they understood the importance of longevity through sustaining an effective and stylized campaign. We were determined to distinguish ourselves in the marketplace and in order to do that we needed to align ourselves with a design firm whose talent was exactly that…distinguished. Their conspicuous book design includes Albert Watson's Maroc, Deborah Turbeville's Studio St. Petersburg with Bulfinch Press as well as Max Vadukul's Max Book. What you will find between the covers of Hip Hop Immortals is nothing less than a true piece of historically relevant artwork infused with elements of style and originality the likes of which have yet to be experienced.