LABRUM Designs New National Sports Uniform for Sierra Leone

Powerful prints and vivid color palettes.

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Fashion
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LABRUM London has teamed up with the National Sports Authority Sierra Leone (NSASL) to design the country’s new national sports uniform and the official kit for the 2020 Olympics.

Founded by Foday Dumbuya, LABRUM uses fashion to tell untold stories of West Africa to help bridge the gap between western and West African culture. Dumbuya himself was born in Sierra Leone and alongside London-based creative agency Rosie Lee Creative has linked up with the NSASL for its latest look.

Designed for more than sixteen disciplines, LABRUM makes use of two powerful prints presented in a color palette of green and blue, inspired by the Sierra Leonean national flag. The first of these graphic prints interlocks an “L” with an “S” to form a bold repeating pattern, while the second print pays homage to all ethnic groups within the country, featuring sixteen zigzags, created in the silhouette of the LABRUM triangle.

To accompany the release, together with Converse, Dumbuya journeyed back to his birthplace Freetown, Sierra Leone, to create a stunning short film directed by Harry Deadman. It hones in on the power of sport to pay tribute to the city, with talent scouted from local schools.

This unisex collection comprises of replica athletics vests for training, the national home and away football kits, sports socks and a tracksuit, with all proceeds going towards youth and sports development in Sierra Leone.

Launching on June 25, the collection will be available from the LABRUM web store.

In other news, AMI has channeled David Hockney and Peter Schlesinger’s work in its Pre-Fall 2020 Collection.

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Creative Director
Foday Dumbuya
Art Direction
Julianknxx
Director
Harry Deadman
Stylist
Ib Kamara
Photographer
Rafael Pavarotti/Ash Narod
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