Luke Cage is a hustler in the most positive interpretation of that word. He’s a street entrepreneur. It’s central to his character. After all, the title of his original series was Luke Cage, Hero For Hire. He’s the type of guy who is always looking for the angle. He’ll search for a way to make the most of his present circumstances, while keeping one eye on the horizon for the next opportunity. The above scene from the first issue of Luke Cage: Hero For Hire was his “I-shall-become-a-bat” moment. It was not only the first time he put on his costume,but it established that from the outset, Luke was a savvy businessman who intuitively understood the power of marketing.
Through the years, readers have mocked Luke Cage’s metal headband and yellow shirt with the butterfly collar, but Luke was always in on the joke, too. Luke recognized that superheroes were popular, and with his newfound abilities, he could capitalize on the public’s fascination with them to make money. He knew the costume was “hokey” the moment he put it on, but also knew he was selling the image of a superhero that anybody could hire. If that was his image — his brand –then he needed to look the part. Therefore, Luke used his meager reward money to satisfy his most immediate need for accomodations and then INVESTED the rest into funding his innovative business venture as a hero for hire. Without a bolt of cloth made from unstable molecules or Peter Parker’s sartorial skills, he bought a combination of off-the-rack pieces and assembled a makeshift costume.
