After a three-year hiatus from the fashion world, Shayne Oliver is reviving Hood by Air, taking the streetwear brand and collective into a new realm with a multi-faceted blend of creative ventures.
Launched in 2007, the brand became a staple of contemporary New York, spearheading the world of streetwear in terms of both design and social consciousness. With a focus on Black and Queer creative influences and an outspoken cynicism towards the fashion industry’s systematic inner workings, Hood by Air has been a powerhouse that set the tone for designers to come. Oliver has always steered the brand towards evolution, taking a break in 2008 as well as 2017 to refocus his creative direction.
The new format of Hood by Air will encompass four sections: Hood by Air, HBA, Museum, and Anonymous Club, each referring to an element of the label’s artistic endeavors and sales operations. Hood by Air will set a yearly theme through an event or activation leading to a product launch. HBA will serve as a direct-to-consumer platform that will operate to buyers on a schedule separate from the traditional fashion calendar. Museum will encapsulate an archive of Hood by Air’s original collections, which will then be open to re-interpretation by a BIOPIC designer-in-residence. Lastly, the Anonymous Club plans to facilitate collaboration between the brand and emerging artists, musicians, and businesses.
Hood by Air’s official return will be marked with a clothing launch this week. On Thursday, a limited edition T-shirt will be released, with proceeds benefitting Black and LGBTQ community charities. Oliver has also designed Hood by Air’s limited-edition Cash Card, a partner card with Cash App, which contains designated payment chips that can be redeemed for HBA products. Proceeds from both the T-shirt and card will be donated to Black Trans Femmes in the Arts, Emergency Release Fund, and Gays & Lesbians Living in a Transgender Society.END
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createdAt:Mon, 13 Jul 2020 19:53:45 +0000