Based on ethnographic fieldwork and a content analysis of secondary sources, the current study presents an in-depth case study of gang evolution. We chart the history and development of the Dutch Crips, from playgroup origins in the 1980s to criminal endeavors in the 1990s, to its rebirth as an Outlaw Motorcycle Gang in the 2000s. At each evolutionary stage, we examine the identity of the group, its organization, the nature of its criminal activities, and branding. We highlight how, over 30 years, the Crips constantly reinvented themselves to meet their members' age-defined needs and to attract future generations to the group.