Run The World Clothing is an Oakland-based clothing brand that seeks to use clothing to Educate, Empower, and Inspire the people of the African diaspora. Combining his love for style and education, Co-Founder Victor Sandifer set out to create clothing inspired by Black historical narratives in order to educate and style the Run The World consumer.

I joined the team originally in 2017 and over time my role has grown into the Fashion Director and Co-Creative Director for the brand. I am fully in charge of all clothing design and I work with Victor to produce all visual assets from photoshoots to web design and marketing materials.

Rebrand (2019)

BRAND IDENTITY

WEBSITE

SOCIAL MEDIA

Black Liberation Collection (2019)

The Black Liberation Collection was the first collection with me fully at the helm as Creative Director. I designed the pieces, I directed the campaign photoshoot, the created campaign video, and created and executed the social media marketing strategy.

The campaign was inspired by the co-occurence of Black History month and the NBA All-Star game. This spawned the idea of an all-star team comprising Black History icons. It was important to us though, that we not just focus of praising accomplishments in the past, rather, having a forward-looking approach towards the total physical, financial, and idealogical liberation of Black people. We then posed the following question to ourselves— If we could construct the ultimate team of of Black American icons that, if they were to combine, would lead Black people most effectively to Liberation, who would we choose? What resulted was the Black Liberation Dream Team Collection.

CLOTHING DESIGN

Inspired by the original Dream Team, the collection of the first ever professional American basketball players assembled to demonstrate the absolute dominance of America in international basketball competition at the Summer Olympics in Barcelona in 1992, we designed the collection with a 90s inspired style. A small collection, consisting of only 3 highly curated items, I designed a strap-back hat, a graphic t-shirt, and a sweatshirt.

PHOTOSHOOT

Shot guerrilla-style with a small budget and a short timeline, I tapped into my creative network and brought in friends to shoot and model for the campaign deployed it within 2 weeks.

MARKETING CAMPAIGN

 The campaign video’s video collage style was inspired by the work of cinematographer Arthur Jafa. The vignettes stringed together create an abstract narrative of liberation and empowerment.