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Grammy-Nominated Music Producer The Electrifyin’ Filthy Rockwell Unveils Streetwear Shop in Northwest Detroit

Nov 19, 2020

Filthy Americans Arts & Cultural Preservation Center Educates the Next Generation About the History of Techno and Hip Hop Music, While Elevating Artists of all Kinds

DETROIT – The Electrifyin’ Filthy Rockwell, a Grammy-nominated music producer and entrepreneur born and raised in Detroit, has announced the official opening of his streetwear, skate and record shop, Filthy Americans Arts & Cultural Preservation Center (Filthy Americans). A ribbon-cutting ceremony was held on November 18 to mark the occasion.

“The Motor City Match program is creating another opportunity for a Detroiter to open a uniquely Detroit business to serve an economic need and a cultural need for the community,” said Mayor Mike Duggan. “As more entrepreneurs like the Electrifiyin’ Filthy Rockwell turn talent and passion into a business and establish that business right here in Detroit, more Detroiters will see that it can be possible for them as well.”

Located at 1312 Holden on the site of the former home of a Lincoln Motor Company assembly line and in the heart of the Holden block redevelopment, Filthy Americans Arts & Cultural Preservation Center will serve as a retail brick-and-mortar storefront showcasing Rockwell’s clothing line, Filthy Americans.

“Filthy Americans apparel was inspired by America’s rich history and culture. Our brand is for the people who work hard and aren’t afraid to get their hands dirty in order to get the job done–the creatives and the builders,” said Rockwell.

Lifestyle apparel ranges from the flagship 5 Panel Snapback baseball caps, hats and headwraps to collared shirts, t-shirts, hooded sweatshirts and jackets. Designs pay homage to influencers of Detroit’s history and culture, including the late Mayor Coleman A. Young. The welcoming Detroit greeting and phrase trademarked as his signature brand by Rockwell, Whatupdoe, makes its appearance on shirts and skate boards alike.

The shop also leans on skate culture, selling wheels, custom designed boards and more, as well as new and used vinyl records and features a community record bin. A community turntable allows visitors to bring in and experience vinyl albums that they have at home but may not have the equipment to play.

Explained Rockwell, “This shop is going to be us telling a story and showing people the history and relationship between Hip Hop and Techno. We are the Preservers of the Culture.”

Hip Hop and Techno may seem to predominate, but artists of all types are celebrated at the Filthy Americans Arts & Cultural Center. An internal wall mural by Detroit artist Fre$h entitled Land of the Buffalos brings to life Filthy’s vision of paying homage to the aborigines who came before us. More artwork will be installed over time in the shop.

“Giving back to the community is critically important to me as a Detroiter,” said Rockwell. “This arts and cultural preservation center will be my part in giving back, helping nurture the next generation of creatives and creating a healthy and sustainable 24-hour neighborhood for all of us in the community who want to live, work and play here.”

The Electrifyin’ Filthy Rockwell has filled multiple roles in his career, including songwriter, arranger, composer, music executive, artists and repertoire man, businessman and entrepreneur. He has worked with such recognizable names as STL Juan, ICP, George Clinton, Big Sean, Kanye West, 2-Chains, Pusha-T, Esham, Joe Budden, Slaughterhouse and many more.

Rockwell believes that preserving the culture through art is critical so that future generations can understand their place in history and take pride in who they are, where they came from and what they created.

Drew Lucco, Motor City Match (MCM) program manager for Detroit Economic Growth Corporation (DEGC) added: “MCM is committed to helping Detroit entrepreneurs offer community spaces that are in demand in Detroit neighborhoods. MCM is proud to help The Electrifyin’ Filthy Rockwell open his unique shop in one of the city’s most unique art districts. Filthy Americans is a great example of how support agencies like the DEGC, working with intrepid entrepreneurs like Rockwell, can result in more vibrant Detroit neighborhoods.”

The Electrifyin’ Filthy Rockwell is a recipient of a Motor City Match (MCM) grant, awarded in Round 17.

The “Mothership,” as The Electrifyin’ affectionately calls it, will also play a pivotal role in Rockwell’s community outreach. Rockwell established his own nonprofit organization, “Filthy Cares,” to support the Detroit community he loves so much. The organization hosts a series of events, including the group’s signature Adopt-A-Block holiday event. On December 19, the holiday event will feature legendary Hip Hop artist Keith Murray. Adopt-A-Block surprises hundreds of families in a Detroit neighborhood each holiday with gifts, treats and food.

About Filthy Americans Arts & Cultural Center
Founded by The Electrifyin’ Filthy Rockwell, a Detroit native Grammy-nominated music producer and artist, the Filthy Americans Arts & Cultural Center opened in 2020 as a streetwear venue, offering Filthy Americans vinyl, clothing and accessories, with a heavy emphasis on skate culture. Preservers of the Culture, learn more at for more details.

About Motor City Match
Motor City Match (MCM) is a unique partnership between the City of Detroit, the Detroit Economic Growth Corporation (DEGC), the Economic Development Corporation of the City of Detroit (EDC) and the U.S. Department of Housing and Urban Development (HUD). Competitive financial assistance is supported by a broad partnership of Southeast Michigan community development financial institutions and corporations. Detroit Economic Growth Corporation is a non-profit organization that serves as the lead implementing agency for business retention, attraction and economic development initiatives in Detroit.


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