For too long the NBA has courted the hip-hop street culture. That side of town's idea of "business casual'' is ridiculously expensive sneakers, game jerseys and baggy shorts down to the knees. It is a culture that the NBA has been selling ever since the smooth era of Michael Jordan and Magic Johnson.

Now all of a sudden it's time to change course. Why? Because Stern fears things have gone too far. That they have become too street for the average NBA customer.

So Stern decided he'll cover his players in "business casual'' attire and no one will notice that Rasheed Wallace has a tattoo of a California highway map down one arm, or that Rip Hamilton has The Last Supper spread across his back, complete with dessert menu.

But what he fails to realize that it's not the attire that is the problem. It's the headlines.

Not once can I recall a headline that said: "NBA star arrested for baggy jeans.''

Not once can I recall a headline that said: "NBA star sued by girlfriend for wearing hooded sweatshirt.''

Not once can I recall a headline that said: "NBA stars leap into stands to attack fashion police.''

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Not once can I recall a headline that said: "NBA star accused of carrying a concealed cardigan.''

The problem has nothing to do with what the players wear, but everything to do with how they think and act. Do you think the fans would have felt any different about Ron Artest if he'd been wearing a three-piece suit when he entered that stands in Detroit last year? The NBA's stuffed shirts need to understand you can't simply dress up the problems the league is facing. After all, who dressed better than Martha Stewart?

And what happens next if corporate sponsorships don't pick up or season ticket sales fall? Unbraid your braids? Cover your tatoos?

The NBA should worry more about the contents of a man's character and less about the contents of his closet. It's a problem for a sociologist and a psychologist to solve, not a tailor.