Black-Owned Clothing Brand Is Giving '90s Nostalgia With New Foot Locker Campaign
"A campaign that pays homage to 90's sports and pop culture," Kadeem M. Pilgrim, Director of Marketing, Cross Colours, said.
January 13, 2022 at 5:29 pm
The infamous clothing line, Cross Colours, rose to fame in the early 1990s due to their political and social messages regarding the fashion industry. The Black-owned fashion line launched by Carl Jones and TJ Walker became highly popular after celebrities such as Snoop Dogg, Will Smith, and even the late Aaliyah wore the colorful duds.
With its new "Vibe" campaign, a collaboration with Foot Locker, Cross Colours is channeling the inner city's "youthful and rugged energy." Drawing inspiration from the 90s Black movie Juice, starring rapper Tupac Shakur, this collection features a range of bright block colors, textures, and homages to rappers Snoop Dogg, Ice Cube, and NBA Legend Michael Jordan.
Kadeem M. Pilgrim, the Director of Marketing for Cross Colours, tells Blavity that the latest collaboration with Foot Locker was inspired not only to support Black creators but to bring together a diversified group of talent.
"The shoot, which we developed in preparation for Black History Month, brought together a diverse cast of Black/Brown talent from different areas of the entertainment industry," Pilgrim said. "For a campaign that pays homage to 90's sports and pop culture. Michael Jordan heavily inspired the shoot (circa the early 90s), The Fresh Prince of Bel-Air, Mike Tyson, and other well-known Black/Brown entertainers from the 80s/90s."
The founders of Cross Colours have recruited three artists from Interscope Records; YSB Tril, Geechy, and Dreamville's Lute, Issa Rae's Sweet Life cast member Rob Lee, and an HBCU student, Krysta Foster, as the faces of the campaign. Cross Colours prides itself as a fashion brand that works closely with HBCUs and HBCU students. According to her Instagram page, Foster, a Howard University (HU) student, is also the Vice President of the Howard Elite Models. Foster was one of the only HU students selected.
Dreamville's Lute explains that Cross Colours is about representation and is excited about its future.
"Nostalgia is my thing, and being a part of this collab is really dope, and I'm honored to be included," Lute said. "To me, Cross Colours is about representation, and they've been doing that for decades. I'm excited about the continued success of the brand."
Cross Colours has a continuing relationship with the cast members of Issa Rae's unscripted HBO series, Sweet Life: Los Angeles, as both castmates P'Jae Compton and Robert Lee are featured in the campaign.
"It's surreal to be a part of this campaign. From being a fan of Cross Colours and Foot Locker to working with them, it was an honor," Compton said, in an email statement to Blavity.
His castmate Lee describes working on the campaign as a tremendous experience, and the opportunity has brought him joy.
"Working with Cross Colours has been a tremendous experience," Lee said. "The thing that brings me the most joy with this partnership is the opportunity to work with a company that not only says they support people of color but shows support in the different initiatives and products they have."
In September, the clothing brand was honored with its Exhibition at the Mississippi Arts and Entertainment Experience (The MAX). The Exhibition featured clothing, relics, and sketches of Jones and Walker, the brand's founders.
"Carl Jones gave me my first job in Los Angeles, and we still are business partners today," TJ Walker told ABC11. "The brand was so successful that had several things that launched the brand. One thing that made the brand pivot or takes off to make people aware of it was when it was exposed on the Fresh Prince of Bel-Air. Will Smith wore the product."
The Exhibition ended on Jan. 8.