Legendary and influential label Hood by Air as founded by Shayne Oliver today (July 13, 2020) announced plans to relaunch the label. Originally founded in 2006 as a fashion and music and collective, Oliver announced the brand was taking a hiatus in 2017.
A statement by Hood by Air introducing the concept reads in part: “Hood by Air is a monument to youth culture, an institution dedicated to new ideas and 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.”
According to a press release, the relaunch will include four different vehicles: Hood by Air, HBA, Museum and Anonymous Club.
The Hood by Air entity will stage an annual event introducing a theme, which will serve as a foundation to create “collectible fashion products.”
HBA will represent the brand’s online platform for new product drops and releases including the collectible fashion products. The Museum represents the brand’s archives, which will be re-interpreted by potential “designers-in-residence.”
Anonymous Club is described as a platform for up-and-coming creatives, who will be tapped to create and collaborate with Hood By Air.
The relaunch will debut with a limited-edition t-shirt launching on July 16, 2020 as part of a charity initiative with Uprising. Oliver is also releasing a Cash Card in partnership with Cash App that will feature a metallic grid of EMV-style payment chips designed by Oliver. Sales proceeds from both the card and t-shirt will benefit the Black Trans Femmes in the A
Check out the social media announcements below.
HOOD BY AIR, THE NEW INSTITUTION. pic.twitter.com/V1nFeOLMia— Hood By Air (@hoodbyair) July 13, 2020
HOOD BY AIR IS A MONUMENT TO YOUTH CULTURE. pic.twitter.com/xPASvbuclN— Hood By Air (@hoodbyair) July 13, 2020