When you talk about Brooklyn legends, names like Jay-Z or Biggie usually hog the spotlight. But if you're actually from the streets—specifically the gritty Marcus Garvey Village in Brownsville—there is one name that carries a different kind of weight. Thirstin Howl the 3rd. Born Victor DeJesus, this guy didn't just rap; he basically architected a lifestyle that bridged the gap between high-end department stores and the concrete projects of the 718.
He’s the Skillionaire. The Polo Rican. The man who made it cool to be obsessed with a teddy bear on a sweater while still being one of the most feared "boosters" in New York City. Honestly, his story is wild. It’s a mix of professional shoplifting, independent music hustle, and a bizarrely successful transformation into a legitimate fashion mogul.
The Lo Life Legacy and the Ralph Lauren Obsession
Back in 1988, Thirstin Howl the 3rd co-founded the Lo Lifes. It wasn't some corporate marketing scheme. It was a street gang formed from the merger of two crews: Ralphie’s Kids from Crown Heights and Polo USA from Brownsville. Their goal? To own every piece of Ralph Lauren Polo ever made. And they didn't do it by saving up their allowances. They "boosted" it. They would hit Macy’s or Bloomingdale’s 50 deep, snatching the most expensive "Lo" pieces—the crest blazers, the ’92 ski jackets, the iconic P-Wings—and then they'd head back to the hood to show off.
It was about the American Dream, but taken by force. For Victor and his crew, wearing a $500 sweater in the middle of a project hallway was a way of saying they belonged in the elite, even if society said they didn't. This subculture eventually went global. Today, people in Japan and Europe pay thousands for vintage Polo, often citing the Lo Lifes as the reason the brand has any street cred at all.
Thirstin once famously said they were like "Fight Club meets the runway." That's a pretty accurate way to put it. You had to be ready to defend your clothes as much as you had to know how to coordinate them. If you were "lo down" head to toe, you were a king for the day.
🔗 Read more: Blink-182 Mark Hoppus: What Most People Get Wrong About His 2026 Comeback
Why the Skillionaire is the King of Independent Rap
In 1997, Thirstin Howl the 3rd finally got his flowers from the music industry when he landed in The Source magazine’s Unsigned Hype column. But unlike many of his peers who signed away their lives to major labels, Victor stayed independent. He founded Skillionaire Enterprises. He did everything. He directed the videos, manufactured the CDs, and handled the distribution.
His rap style is... unique, to say the least. It’s funny. It’s gritty. It’s bilingual. He talks about living with his mom on one track and then drops a verse about high-level criminal strategy on the next. You've probably heard him on the Lyricist Lounge or Soundbombing II. He’s collaborated with everyone from Eminem and MF DOOM to Prodigy of Mobb Deep.
His discography is massive. We're talking over 30 projects.
- Skillionaire (1999)
- Skilligan’s Island (2002)
- Skillitary (2004)
- Skillmatic (2017)
- The Last Shall Be Thirst (2025)
That 2025 release, The Last Shall Be Thirst, proves he hasn't lost a step. It features guys like Young Hump from Digital Underground and Psycho Les from The Beatnuts. It's that classic boom-bap sound that reminds you why New York hip hop felt so dangerous and creative in the first place.
💡 You might also like: Why Grand Funk’s Bad Time is Secretly the Best Pop Song of the 1970s
Crossing Over: From Boosting to the Boardroom
What’s truly impressive is how Victor transitioned from being a "professional shoplifter" to a respected historian and consultant. In 2019, he appeared in the HBO documentary Very Ralph about Ralph Lauren himself. Think about that. The man who used to terrorize the stores ended up being the face of the brand's cultural impact.
He also released a massive coffee table book called Bury Me With The Lo On with photographer Tom Gould. It’s become a bible for fashion students and streetwear enthusiasts. He didn't just live the history; he documented it so the world couldn't ignore the Puerto Rican and Black kids who helped build the Ralph Lauren empire from the bottom up.
He even launched his own Lo Life clothing line in partnership with Willie Esco. It’s not just about stealing anymore; it’s about ownership. He took the "Skillionaire" mindset and applied it to every facet of his life.
Real Talk: His Impact Today
Is he a household name? Maybe not for people who only listen to the radio. But for anyone who cares about the intersection of street culture and high fashion, he’s a deity. He showed that you could come from the Marcus Garvey projects, go through the prison system, and still come out as a self-sufficient businessman.
📖 Related: Why La Mera Mera Radio is Actually Dominating Local Airwaves Right Now
He’s still active in Miami and Brooklyn, hosting events like the Love and Loyalty Weekend. He’s a b-boy, a graffiti writer (under the name Rier), and a filmmaker. He’s basically a one-man Renaissance movement for the Five Boroughs.
If you want to understand where modern streetwear trends like "vintage hunting" and "brand loyalty" actually started, you have to look at Thirstin Howl the 3rd. He was doing it 30 years before your favorite influencer was even born.
What you should do next:
Go check out his latest album The Last Shall Be Thirst on streaming platforms to hear how he's still pushing the lyrical envelope. If you're into fashion history, track down a copy of Bury Me With The Lo On—it’s an essential piece of New York history that explains why those vintage Polo pieces cost so much on eBay today.