Liberia, US & Global – Burgeoning luxury brand Telfar is making its first foray into sportswear, following the brand’s appointment as Olympic clothing sponsor for Liberia. Referencing founder Telfar Clemen’s Liberian-American heritage, the collection includes duffel bags, sweatpants and leggings featuring the Liberian flag’s star and Telfar’s brand logo.
By drawing on cultural references in this way, Telfar captures his personal heritage while highlighting the sporting talent from his home country. ‘Sketched while in Africa, the garments tell the story of a journey of recognition...’ reads a statement in a press release. ‘They tell a story of return mirrored in Liberia’s rebuilding of its national team – which finds its athletes in its diaspora; scattered across America by the afterlife of colonialism, war, and ebola.’ First showcased at this year’s Olympic opening ceremony, several pieces from the collection will be sold via a drop model in the coming weeks.
As we explore in Accelerating African Fashion, luxury brands and wider collaborators are engaging with African design talent to produce cross-cultural collections.
Luxury brands should take cues from this initiative to address the meaning of heritage for their brand. Work with global talent – both within and outside of fashion – to create products that accurately reflect cultural nuances