Bronx-born designer and stylist Jerome Lamaar unveiled his latest fashion venture, 5:31, a new unisex label skillfully blending the sleekness of streetwear with the color and flash of the runway. Hitting all the right color notes, the debut collection includes a hoodie, sweatpants, trucker hat and socks.
Following the closure of the 5:31 Jerome store in the Bronx, Lamaar stayed booked and busy working on design projects for Alife, Adidas and Ivy Park and also created some custom looks for Beyoncé‘s “Black is King” visual. As the world began to open up, Lamaar saw an opening for a more playful form of streetwear.
In an email exchange on he launch of 5:31, Lamaar explained, “5:31 is really made up of pieces I was searching for but could not find. Things that felt gender fluid without being too much of a spectacle, simply great clothing. We like to call the vibe magical classics. Things that feel easy but special enough to return back to for a LOOK.
“I am most excited about making a real brand that real people can wear. In the past I was so stuck on dressing celebrities that I lacked magical pieces for my own wardrobe. Why make things you can’t enjoy!? That’s why 5:31 is important to me. I can actually wear everything and so can my parents, friends, and supporters of all ages and genders.”
Enjoy the 5:31’s “summerish” video lookbook below and purchase the debut collection on 531pm.com.