Celebrating the African diaspora through sneaker culture
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When we released a first collaboration with Maison Chateau Rouge in 2019, we told the
story of Youssouf Fofana and how he was changing the narrative for the African diaspora in
Paris. For this second chapter, we wanted to hero the next generation he inspired, and who
he refers to as United Youth International.
We told their stories across the SNKRS app and media
partners, then kicked off Paris Mens Fashion Week with a
takeover of the iconic Tati building in Barbes where
Youssouf presented an immersive experience into his story
and the design process behind the collection.
We wrapped it up with a block party in the neighbourhood where the local community could have an exclusive pre-order
of the collection by unlocking a hidden easter egg on campaign posters plastered across the city.