Reebok has named Pyer Moss designer and founder Kerby Jean-Raymond their new artistic director of the company’s newest division, Reebok Studies___. Y’all know I would dedicate my entire fashion blog to highlighting and spotlighting amazing designers who not only create amazing work, but also empower the next generation of creatives. Jean-Raymond, a 2019 CFDA / Vogue Fashion Fund winner whose work is prominently known for its cultural criticism of being Black in America, will help run this division which will focus on developing young creative talent and ideas.
In an interview, Jean-Raymond spoke on the excitement of building on the previous gifts of new talent being brought to the brand. “Having my own division at Reebok allows me a way to provide a pathway for bringing in designers, artists and personalities that we feel can marry well with the Reebok brand,” Jean-Raymond says. “The Reebok leadership team sees a vision for the brand that’s bold and unapologetic and I’m happy to be working with them.”
Speaking to HYPEBEAST, Jean-Raymond also dished on that this was a partnership, not only a collaboration. This means that he will be a partner and fully invested in this growth.
“I felt like there was a lot of focus around general product and not enough focus on the themes and the fashion components that we know to be cool. I understood that to ask a company who was in motion with so many projects to sit and focus on other young designers was a lot for them, so I made myself available and said, ‘Let me start sending you new ideas,’” Jean-Raymond explained to HYPEBEAST.
Reebok has a history of…questionable lack of diversity, which makes this moment feel very surreal to many. Of course, the brand understands that there is work to do. “The creation of Reebok Studies___ supports the brand’s commitment to fostering and developing young design talent and delivering products with a purposeful story,” explains Karen Reuther, Vice President of Creative Direction at Reebok. “Kerby’s connection to the socially conscious consumer and ability to story tell is unparalleled; we’re excited to further infuse his creative spirit into our brand.”
We can’t wait to see what comes from this moment. As a black fashion journalist who has worked to see these doors open, I know that Kerby is going to open these up for those who need it. “I want to sign all the cool young designers,” he said in HYPEBEAST. “I want to give everybody a place to come and create good collabs and build partnerships with the company. I want to open the door. Sometimes you have to break through the window to open the door, so that was my intent.”
