A First Look at Hood By Air's T-Shirt Drop

The first release since the relaunch of Shayne Oliver’s brand.

Fashion
16,451 Hypes 19 Comments

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.

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