Cross Colours

Cross Colours is a clothing brand launched in 1989 by Carl Jones. Launched on the premise of producing “clothes without prejudices” Cross Colours helped establish a fashion market based around black youth. The clothing was used to broadcast political and social messages.

Cross Colours
TypePrivate
IndustryFashion
FoundedLos Angeles, United States (1989)
FounderCarl Jones
ProductsApparel and accessories
Websitewww.crosscoloursla.com

History

Cross Colours was the brainchild of Carl Jones the entrepreneur who studied fashion at Otis Parson's School of Design and Trade Technical College in Los Angeles, then worked in various fashion enterprises before starting his own T-shirt company.

He eventually started a company called Surf Fetish, which rode the wave of beachwear trends. He also hired Thomas Walker, a graphic designer who would eventually become vice president of Cross Colours. For Jones, Cross Colours was a way to broadcast political and social messages-such as denouncing gangs or calling for racial unity-to the African American community, and eventually other communities as the clothes' popularity spread.

The label, whose baseball caps, baggy jeans, and message-bearing T-shirts were to prove influential, also introduced such future designers as Karl Kani.[1]

In 2014 Cross Colours made a fresh start as a multistyle street fashion label. In 2014 Pep Williams partnered up with Cross Colours to create Cross Colours Skate Division. A division geared towards the skateboarding culture. Cross Colours does not specifically target the African-American youth but targets a broader multicultural group. The original mission, to make clothes without prejudice, was incorporated into a broader mission.[2]

As of 2013, Mark Thomann (CEO of River West Brands) owns the registered Cross Colours trademark.

Cross Colours philosophy

Cross Colours pushes the message, "Clothing Without Prejudice", a slogan that appears on every garment. Since they were primarily targeting African-American youth they wanted to inspire them with positive messages like “Stop D Violence” and “Educate 2 Elevate”.[3]

Product

Cross Colours is one of the first companies to make urban gear fashionable. It set out to harness the hip-hop craze with a line of street-inspired fashions for young men. Its products are sold by more than 3,000 retail outlets.[4]

The hype started with affordable brightly colored T-shirts, jackets and caps, each accompanied by messages like "Stop D Violence" and "Educate 2 Elevate." Hip teenagers latched onto the stuff, which soon showed up on the backs of rappers and sitcom stars.[3]

Distribution

Cross Colours was relaunched in the USA for Spring/Summer 2014. The collection is available at retailers such as Jimmy Jazz, DTLR, Sheikh Shoes, Zumiez, and Dr. Jays.

References
  1. "Chrysler Design Institute: Cross Colours". Archived from the original on 2008-03-19. Retrieved 2008-08-27.
  2. Cross Colours
  3. How hip-hop fashion won over mainstream America, Black Enterprise, June, 1993
  4. Where are they now? - African American executives and businesses, August, 2000, Black Enterprise
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