Special-Edition Apparel Collaboration Highlights The History And Beauty Of Historically Black Colleges and Universities
New York City-based lifestyle company Alife announced a special-edition apparel collaboration with Champion and Urban Outfitters. The trio is proud to present the HBCU Capsule collection, which pays homage to and champions the historic Black institutions of this country. Launching February 8, 2021, the collection, which was coordinated through a partnership with collegiate licensing company CLC, will be exclusively available at www.urbanoutfitters.com and www.alifenewyork.com.
Historically Black Colleges and Universities (HBCUs) are institutions of higher education in the United States that were established before the Civil Rights Act of 1964. Their principal mission was, and is, the education of Black Americans. This collection is especially meaningful for Alife Partner and Hampton University alum, Treis Hill:
I am thrilled that this collection, which celebrates all of the culture, community and connectivity which an HBCU experience brings, is being showcased by Urban Outfitters and Champion.
The campaign, inspired by HBCU Homecomings, acknowledges the pioneer moments in streetwear and their cultural importance. In addition to the imagery, the clothing will be featured as part of a powerful video shot in black and white, including a drumline and a multi-generational cast to echo the struggle HBCU’s have endured. Elements such as band and line dancers draw in the Homecoming vibe and capture the history, success, familial atmosphere, fun, strength and power that define HBCU communities. The photo shoot and video were shot by an all-HBCU alumni and cast, and a great number of prominent HBCU universities are featured.
In tandem with this capsule collection partnership, Urban Outfitters will be launching a new initiative called “UO Summer Class ’21” in the Spring of 2021. Program participants will consist of one excellent student from each of the 5 participating HBCUs who have been nominated by their school in acknowledgment of their academic excellence. These students will be invited to participate in an extension of UO’s 10-week paid internship program where they will receive one-on-one mentoring with leaders throughout the summer. Should COVID-19 prevent in-person participation, the students will be able to complete this program virtually. They will also work with the UO Buying team on a piece of school-branded merchandise produced by Champion, which will be sold exclusively by Urban Outfitters. While UO Summer Class ‘21 will culminate at the end of August as the students head back to school, program mentors have pledged to provide continual advice and support as their mentees prepare to embark upon their professional careers.
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