During the holiday season, many rappers did good for the community. Whether it be turkey giveaways or donating gifts to families in need, Christmas was a rather charitable time for those with the power to offer a bit of change in the world. None may have had a better Christmas than 2 Chainz. The Atlanta rapper not only combined the concept of the “Ugly Christmas Sweater” and the popular “dab” dance, he sold the sweaters and amassed over $2 million in profit.

Most of the proceeds from 2 Chainz’ ‘Dabbin’ Santa’ sweaters went through his T.R.U. Foundation, a non-profit organization that benefits families in need. It helped provide a minivan for one family who needed to transport their brain damaged son for hospital visits. It helped one particular family with free rent for a year and furniture for a disabled veteran. But as 2 Chainz told Forbes, the creation and success of the sweater concept didn’t occur overnight.


Me and my team were trying to come up with some successful designs to get our merch moving. We took the dab, which is a trend, and we just turned it into a business. We played around with a few designs. We realized what my fanbase wants to see.

I don’t want people to think this was an overnight success. We’ve been trying with a bunch of designs for a couple years now. This is just timing meets opportunity. There’s the whole dab thing, and Atlanta’s always been somewhere that actually moves the culture a little bit. We have been the backbone of hip-hop for the past couple years. So with dabbing coming out of Atlanta, it just began to grow legs and start moving on its own.

2 Chainz did plenty of promotion for his sweaters. He was featured on Good Morning America, cameo spots on ESPN and got celebrity endorsements from Snoop Dogg, Miley Cyrus and most prominently, Atlanta’s own and Carolina Panthers quarterback Cam Newton. Thanks to it and his 70-person team filling out the massive supply and demand, 2 Chainz was available to provide more for the holidays.

“For us, it’s about putting it together independently, with nobody really being the boss. We’re creating our own way to give back, to do something for people,” he told Forbes. “We’ll trickle down to the kids and lead by example. Like I say, actions speak louder than words. We could have spent this money on possessions, but giving a family that needs it will actually go further for them and for me.”