LABRUM London Taps The National Sports Authority Of Sierra Leone To Design New Olympic Uniforms
by Chidozie Obasi
LABRUM London has liaised with The National Sports Authority Sierra Leone (NSASL), creating a new uniform design for both National Sports and the official Olympics 2020 kit. The new national uniform by LABRUM, designed for more than 16 disciplines, embodies a sight-flickering color palette and rich tones of green and blue, inspired by Sierra Leone’s national flag. Created by LABRUM’s founder, Foday Dumbuya, alongside London based agency Rosie Lee Creative, the first of these graphic prints interlocks L (LABRUM) with S (Sierra Leone), championing pattern boldness. The second print, on the other hand, features the iconic LABRUM triangle.
Building on their long-term relationship and recent London Fashion Week partnership, the brand’s mission continues to propagate the narrative of West Africa, providing creative funding to the country’s heritage and local amenities.
Styled by Ib Kamara, the campaign features striking photographic series by Rafael Pavarotti, and a film by Harry Deadman featuring stills by Ash Narod. This and more, honing on the power of sport to pay tribute to the city of Freetown. Activism is not a new challenge for Labrum, with Dumbuya establishing the Freetown sporting charity, “KING NAIMBANA II FOUNDATION” in 2016, while the capital competing in the Street Child Marathon.
“The concept behind the print was born from a desire to depict the power that sport has in uniting people together. Hence why it was imperative for me to ensure the kit represents all 16 tribes of Sierra Leone. I believe tribes build a nation and a nation builds its people.” – Foday Dumbuya
The collection launches on June 25, at labrumlondon.com.
Dancing on my Own
Tom of Finland x JW Anderson Capsule Collection
actual
LABRUM London Taps The National Sports Authority Of Sierra Leone To Design New Olympic Uniforms
previous
Dancing on my Own
next
Tom of Finland x JW Anderson Capsule Collection
A new brand that combines premium quality with environmental responsibility, creating stunning pieces that have minimal impact on the planet.
The Nike Air Force 1 is more than just a sneaker. It is a cultural icon! Since its debut in 1982, the Air Force 1 has been the first basketball shoe to feature Nike Air technology, and… »
Givenchy has unveiled its Pre-Fall 2024 collection, which showcases a philosophy of fluidity and ease of dressing.
What if we could transcend time and create something timeless? Something that defies the conventional notions of time and space, and challenges our perception of reality? Something that is not from this planet, as you can see?
That is exactly what… »
A$AP Rocky announces via an Instagram post that he is the new star of Bottega Veneta’s Pre-Spring 2024 “Readymade” campaign.
The collection is mainly composed of urban/sporty style garments such as hoodies, t-shirts, or trousers, which are combined with caps and what is considered the jewel of the project: footwear.
In case you didn’t know, singer Harry Styles has a beauty brand called Pleasing and has just launched a line of scented candles.
The collection, titled ‘The Limit Does Not Exist – Part 1’, is the first of a series of drops that will showcase the collaboration between the two creative minds.
Josh at ICE Models South Africa photographed by HAOYU JIN and styled by Funky, in exclusive for Fucking Young! Online.
The move is part of the repositioning of its fashion business, which is now managed in its entirety by Interparfums.
What will the first collection by Matteo Tamburini for Tod’s look like?
Balenciaga has made history by holding its first show in Los Angeles, California.
END. and Columbia drop their second collection together with a nod to Oregon’s iconic Douglas Fir smiley face.
The French fashion house AMI has unveiled a new capsule collection and a digital Mystery Box to spice up the holiday season.
ADER error presents its joint collaboration with Swarovski for clothing, accessories, jewellery and more.
The Belgian Fashion Awards 2023 celebrated the best of Belgian fashion on Thursday evening at the historic Handelsbeurs in Antwerp.
KENZO has teamed up with the talented Japanese artist VERDY to create a special collection just in time for the holiday season. The collection features custom graphics by VERDY, who is known for his bold,… »
Anouz, a Seoul-based brand, has launched its new collection inspired by the 80s cult classic movie “Withnail and I”.
The collection is a reflection of designer Jekeun Cho’s fascination with the modern male psyche and the paradox of growing up.
HELIOT EMIL adds to its Fall/Winter 2023 collection the “Drifted Down Piece”, which can be worn in 57 different ways.
Fear of God, the fashion brand founded by Jerry Lorenzo in 2013, has unveiled its latest campaign for Athletics, a new line of sportswear created in collaboration with adidas.
Off-WhiteTM has just dropped a new pair of sneakers that will make you feel like a boss.
Italian luxury brand Moncler and American designer Rick Owens present their capsule collection.
LA-based brand Fucking Awesome unveils its Holiday 2023 collection of apparel and accessories.
Scheduled for December 4th at the Royal Albert Hall in London, The Fashion Awards is where style meets purpose, excellence, and creativity under the same spotlight.
Three and a half years is the time that the American has been at the helm of the men’s and women’s lines.
Loro Piana, the Italian luxury brand known for its exquisite fabrics and craftsmanship, has teamed up with MR PORTER to launch its latest ski collection.
If you’re looking for a way to spice up your holiday season, look no further than MODUS VIVENDI’s Party Collection for Christmas 2023.
The Dior Icons collection pays tribute to the house’s rich heritage, with subtle details that evoke the signature Dior style.
Inspired by the idea of a concrete adidas Superstar, the shoe has a minimalist and edgy aesthetic that reflects Yohji Yamamoto’s avant-garde vision.
