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Hood By Air is back with a new, innovative agenda

Hood By Air is back with a new, innovative agenda

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There is another world that still needs to be created

says Shayne Oliver, founder and designer of ​Hood By Air​, the high-fashion streetwear brand. “It’s about tearing the old one down while figuring out a way to build a new one up, and in the midst of all of that, amplifying the ideas and conversations that we feel are important. Thirteen years ago Hood By Air was birthed out of young, black, and POC creatives performing at the highest level. This was the contemporary output–no one else was doing it. Hood By Air resides here to allow risk and be vanguards for where it’s going next. Hood By Air, the new institution.”

HBA @ NYFW

Shayne Oliver created Hood by Air thirteen years ago with a vision of newness, blackness, and creative expression like no other. With a design aesthetic self–described as ​ghetto gothic​, every Hood by Air show has always been one that you never forget about. Now, it’s time for an infamous return. The relaunch comes in four parts, HOOD BY AIR, HBA, MUSEUM, and ANONYMOUS CLUB.

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HOOD BY AIR IS A MONUMENT TO YOUTH CULTURE – AN INSTITUTION DEDICATED TO NEW IDEAS, 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. IN RECENT YEARS WE HAVE SEEN THE CREATIVE INDUSTRIES DISTANCE THEMSELVES FURTHER AND FURTHER FROM REAL CULTURE. RADICAL WORKS HAVE BEEN PUSHED OUT BY GENTRIFICATION. THE YOUTH HAVE BEEN ROBBED OF THE PHYSICAL AND PSYCHOLOGICAL SPACES NECESSARY FOR NEW IDEAS TO GROW. THE SYSTEM IS ANTIQUATED, AND WE WANT TO REPLACE IT WITH SOMETHING NEW. THERE IS ANOTHER WORLD THAT NEEDS TO BE CREATED. WE’VE DONE IT BEFORE, AND WE’RE DOING IT AGAIN. TODAY, WE INTRODUCE ANONYMOUS CLUB, A VEHICLE TO PROMOTE AND SPONSOR YOUNG TALENT. THESE YOUTHS AND THEIR PROJECTS WILL BECOME A PART OF OUR WORLD, A COMMUNITY WE CALL THE HOOD BY AIR ALUMNI. HOOD BY AIR, THE NEW INSTITUTION.

A post shared by HOOD BY AIR (@hoodbyair) on Jul 13, 2020 at 6:17am PDT

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HOOD BY AIR will be a yearly event of new, as well as reinterpreted, luxury products. HBA is direct-to-consumer to avoid the constraints of the traditional fashion calendar. Instead, drops will occur at times that are intuitively right for the brand, forging a new rhetoric that is unusual to most existing luxury brands. MUSEUM will feature the popular and well-missed archival pieces from the brand being re-released to an all new group of consumers. ANONYMOUS CLUB will be a platform to help support new and emerging talent that the industry needs to see.

You can follow along with Hood By Air on their ​Instagram​.

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