Hood By Air announced yesterday that it is entirely rebooting its business model, with a new emphasis on direct-to-consumer sales and a rotating cast of guest creatives who will put their own interpretations on the brand’s aesthetic.
The announcement also included news of the brand’s first T-shirt drop since its relaunch, which is revealed here for the first time. The tees are being sold as part of “Uprising”, a new charitable initiative from the brand which will provide an ongoing means of support for marginalised communities.
All proceeds from sales of the t-shirt will be split and donated to a number of charities that are closely connected to the label’s values: Black Trans Femmes in the Arts, Emergency Release Fund, and Gays & Lesbians Living In A Transgender Society. The brand has stressed its commitment to the continual and ongoing support of Black and LGBTQ communities, police reform, and causes relating to #BlackLivesMatter.
In a statement given to HYPEBEAST, the brand said, “We don’t subscribe to the great American dream. Our form of protest is to create a space for solutions.”
“It’s about creating your own future vision and not waiting for anyone or any instructions. “
The t-shirt, which is emblazoned with text slogans (including the words “BLACK OWNED”), is available in black or neon green, and will retail for $100 USD. Pre-sale will be available on Thursday July 16 at 11am EST, from the Hood By Air website.
In other fashion news, Fumito Ganryu has unveiled images of a lockdown-inspired SS21 collection.