The Cool Kids - Bundle Up

What this video is

Released in early 2011, 'Bundle Up' marked The Cool Kids' long-awaited transition from blog-rap mixtape darlings to major-debut artists, serving as the lead single for 'When Fish Ride Bicycles' on Mountain Dew's Green Label Sound — a brand-funded imprint that signaled the era's deepening fusion of corporate sponsorship and underground hip-hop credibility. The Cool Kids (Chuck Inglish and Mikey Rocks) were central…

Why it matters

The Cool Kids were foundational figures in the alternative/indie hip-hop movement that emerged from Chicago in the late 2000s, distinguished by minimalist production, retro-leaning aesthetic, and deep ties to sneaker and skate subculture. 'Bundle Up' and its video represent a pivotal moment: the…

The director

BBGUN is the directing collective of Maxim Bohichik and Alex Bergman, formed in New York circa 2008. Bohichik's background is in editing; Bergman's is in cinematography. The duo is represented by Partizan and is known for a cinematic, narrative-driven…