V4 New York Streetwear Archive: Cash for Souls & Buy Sell Straight to Hell Collections
Streetwear has always been about more than fashion — it’s culture, storytelling, and a reflection of the worlds we navigate. At V4, our designs draw from New York’s underworld history, criminal enterprises, and the fronts they used to operate. Pawn shops, with their neon promises of fast cash and backroom dealings, serve as the perfect metaphor for temptation, sacrifice, and consequences. Two of our standout collections capture this idea: Cash for Souls and Buy Sell Straight to Hell.
V4NY Cash for Souls Tee & Hoodie (Spring 2019)
The Cash for Souls collection nods to the shadowy business of trading integrity for quick gains. Centered around the ram skull graphic, it symbolizes both sacrifice and temptation — the cost of pawning your soul for money.
Tee: 100% Cotton, Silkscreen Graphic on Chest.
Hoodie: 50/50 Cotton-Polyester Champion Eco Dry Hoodie, Silkscreen Graphic on Chest & Back.
This release quickly became a cult favorite in the V4 New York streetwear archive, marking the beginning of our deep dive into pawn shop imagery.
Behind the Scenes: Cash for Souls Lookbook
The lookbook for Cash for Souls was shot in the Norwood section of the Bronx, near Webster Ave and E Gun Hill Road — a neighborhood with high crime and heavy police presence. During the shoot, multiple cop cars and officers pulled up, surrounding us and questioning our activity. After checking IDs and asking a series of questions, they eventually let us continue. This tense, real-life encounter perfectly captured the grit and danger of the streets, which are reflected in every shot of the ram skull hoodie and tee, bringing the pawn shop, underworld aesthetic of the collection to life.
V4NY Buy Sell Straight to Hell Collection (Spring/Summer 2020)
Building on the same underworld themes, the Buy Sell Straight to Hell collection represents the inevitable consequences of back-alley deals and pawn shop bargains. Every transaction has a price, and in this world, every exchange leads straight to hell.
Tee: 100% Cotton, Silkscreen Graphic on Left Breast & Back.
Hoodie: 50/50 Cotton-Polyester Champion Eco Dry Hoodie, Silkscreen Graphic on Chest & Back.
Additional Items: Champion Mesh Shorts with bold vinyl graphics and stitched label, plus the V4NY Bold Keychain Bottle Opener.
Released in 2020, this drop expanded the narrative — offering not just tees and hoodies but full accessories that reinforced the gritty, pawn shop business-front aesthetic.
Behind the Scenes: Buy Sell Straight to Hell Lookbook
The Buy Sell Straight to Hell lookbook was shot on Jerome Avenue in the Bronx, another area known for high crime and economic hardship. The location’s raw energy — gritty streets, industrial backdrops, and urban textures — perfectly reinforced the collection’s themes of consequence and risk. Each hoodie, tee, and accessory was photographed in this environment, translating the harsh realities of the underworld and back-alley deals into the imagery of the V4NY streetwear archive.
Pawn Shops as a Symbol in V4 Streetwear
Pawn shops aren’t just storefronts — they’re symbols of desperation, deals, and the thin line between survival and destruction. In our streetwear collections, they become reminders of the temptations that pull people into the underworld, and the cost of every decision made there. Both Cash for Souls and Buy Sell Straight to Hell collections are designed to embody this philosophy, transforming streetwear into a visual language of crime, culture, and consequence.
Featuring: @Dustyrenoylds, @Babyjesusbruh, @v4real.
