T.I.’s Akoo Clothing Exec Unloads On Holiday Collection Message: “It’s ‘Black Is Beautiful'”

Written By Cyrus Langhorne

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[With hip-hop star T.I.’s Akoo Clothing continuing to hold its own amongst streetwear and luxury brands alike, VP of Marketing Sabai Burnett tells SOHH the message behind its holiday collection.]

We generally ship two deliveries per season. What you’re seeing now and what’s hitting the marketplace now is Holiday 2.

It’s “Black Is Beautiful.” For us, the theme of the Holiday 1 collection was “Home of the Brave.” It’s really touching on the expressive nature of what’s been going on in our country.

For Holiday 2, we really had to take a more softer, less radical approach to the graphics to get the viewpoint as far as what you see with the copy and imagery that we use.

Better keep your head warm. AKOO holiday hats will be arriving soon. #LIVEFULLLIVEWELL

A photo posted by AKOO Clothing Brand (@akooclothing) on

Unfortunately, society hasn’t really changed and we couldn’t veer off too much from it. We don’t want to keep coming around the corner with collections that look like the last but the messages that the design team were creating were just so strong that we delivered two seasons of products that live in that same space.

That’s really us expanding on the thought, ‘Enough is enough.’ That’s where you see items like ‘Pray or Prey’ or ‘Fear No Man,’ ‘Land of the Free, Home of the Brave.’

New Holiday denim is on the way… #AKOODNM

A photo posted by AKOO Clothing Brand (@akooclothing) on

All of those things kind of dial back up to that same message. At some point, we have to take a stand because this is getting ridiculous. We have to start holding people accountable and not just pointing the fingers away but pointing the fingers at ourselves saying ‘How involved or a part of the issue are we?’

That’s what you’re seeing when you look at the product. I think you’re going to see a lot of those takeaways throughout the line.

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Written by Cyrus Langhorne

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