Hood By Air is a project dedicated to new ideas, which are transformed into works of art and fashion.
Over a year and a half has passed since Shayne Oliver announced the official return of Hood By Air in an interview. After months of speculation, the creative designer suddenly returned to the scene, giving us the details of the relaunch of his brand.
The goal is to create objects that represent luxury for future generations, proposing a more “radical” way of making fashion. The pillars of the initiative are the concepts of collaboration, integrity and inclusiveness.
Visualizza questo post su Instagram
HOOD BY AIR IS A MONUMENT TO YOUTH CULTURE – AN INSTITUTION DEDICATED TO NEW IDEAS, HOUSING AND TRANSFORMING THEM INTO WORKS OF ART AND FASHION. 13-YEARS-AGO YOUNG, BLACK AND POC CREATIVES STARTED HOOD BY AIR, CREATING SOMETHING ENTIRELY UNIQUE IN FASHION. OVER A DECADE LATER, WE CONTINUE TO PRODUCE OBJECTS AND ARTIFACTS THAT TRANSCEND ATTITUDES AND IDEAS IN ORDER TO CHALLENGE WHAT LUXURY MEANS FOR FUTURE AUDIENCES. IN RECENT YEARS WE HAVE SEEN THE CREATIVE INDUSTRIES DISTANCE THEMSELVES FURTHER AND FURTHER FROM REAL CULTURE. RADICAL WORKS HAVE BEEN PUSHED OUT BY GENTRIFICATION. THE YOUTH HAVE BEEN ROBBED OF THE PHYSICAL AND PSYCHOLOGICAL SPACES NECESSARY FOR NEW IDEAS TO GROW. THE SYSTEM IS ANTIQUATED, AND WE WANT TO REPLACE IT WITH SOMETHING NEW. THERE IS ANOTHER WORLD THAT NEEDS TO BE CREATED. WE’VE DONE IT BEFORE, AND WE’RE DOING IT AGAIN. TODAY, WE INTRODUCE ANONYMOUS CLUB, A VEHICLE TO PROMOTE AND SPONSOR YOUNG TALENT. THESE YOUTHS AND THEIR PROJECTS WILL BECOME A PART OF OUR WORLD, A COMMUNITY WE CALL THE HOOD BY AIR ALUMNI. HOOD BY AIR, THE NEW INSTITUTION.
Specifically, the brand will be divided into four “entities“: Hood By Air, HBA, Museum, and Anonymous Club.
Hood By Air will be the heart of the project and will be based on an annual theme that will serve to inspire the various collections; the second entity will be a direct-to-consumer platform and will offer a unique purchasing experience, both physical and digital; the third one can be considered as a sub-label, which will propose archival items revisited in a contemporary key thanks to some contemporary designers; the fourth, on the other hand, will consist in a project that aims to support young talents belonging to the black queer community.
For the long-awaited return to the scene, Shayne Oliver will release a selection of t-shirts online on July 16th: the proceeds will be donated to the organizations Gays & Lesbians Living In A Transgender Society, Emergency Release Fund and Black Trans Femmes in the Arts.
Stay tuned for more updates on Hood By Air!
You might also like
More from Brands & Designers
Virgil Abloh imagines the future of fashion in the year that will mark Louis Vuitton‘s 200th anniversary. The Louis Vuitton 2054 project, which takes its name from the merger of the current century with 1854 (the year the fashion house was
And the co-branded release… has been set for December 4th! The sneakers giant Asics has worked with the Californian brand Pleasures to re-project the memorable Gel-Nandi OG model, this time designed for those who love nature and want to
The highly anticipated 6 MONCLER 1017 ALYX 9SM collaboration is available for pre-order starting today. For the 6 MONCLER 1017 ALYX 9SM collaboration, Matthew Williams focuses on a neutral color palette such as white, beige and black. The collection is