“Thuglove" means being "awaying" from the word "thug," which was once used in such derogatory forms, but that it represents some sort of resiliency, insurgency, and overcoming struggles within the context of this subculture, that is, hip-hop. So then, with "Thuglove," love means emerging from being born of the same struggle, devotion within a community at war, or a camaraderie formed through struggles against the system of barriers. That’s why Thuglove is a Movement not just a brand name.