BeTrue celebrates the pursuit of equality of all athletes.
This year’s collection celebrates the power of the team. The definition of team is expressed in many forms. Even when we’re on our own, we’re still together. United. Unstoppable. We’ve thrived in the face of struggle. Prevailing on the strength of our teamwork. Reclaiming our spaces and setting an example for the world to follow. We recognize the need for everyone to know they have a team. A community working as one toward a future we can all believe in. A future that sees every one of us. One that’s accessible to every athlete and every generation, keeping us together through the collective.
The BeTrue 2020 collection captures the vision – the Power of the Team, anchored by the Nike icons from the past to present – the Air Force 1 and the Air Max 2090.
Throughout the collection, a series of design elements speak to significant nuances within LGBTQIA+ culture. These details offer a shared visual language between like-minded athletes and allies, while educating new audiences and creating connections that rescind any distance.
Shop the collection online or in-store while supplies last!
Circa 2003, Pharrell Williams traveled to Japan to partner with NIGO, fashion designer and creator of A Bathing Ape, as well as graphic designer Sk8thing to create what is now the world famous Billionaire Boys Club. The brand was also premiered in 2003 by Skateboard P in the “Frontin” music video . ICECREAM, initially a subsidiary of Billionaire Boys Club, released its footwear line in 2004. The following year, Billionaire Boys Club opened its first brick & mortar store in Tokyo, Japan, followed by stores in New York and London as well.
In August 2011 rapper Jay-Z, a frequent collaborator of Pharrell, partnered with the Billionaire Boys Club line. Later the rapper, through a joint venture with Iconix, invested in the brand. The following year BBC recorded high $25 million to $30 million in volume, up from $12 million. Pharrell reacquired Iconix’s stake in the business in 2017.
Jay Z and lifelong friend Emory Jones embarked on Planes/Roc Nation apparel after recapping the success of Roc-A-Wear. Growing up Emory was always into fashion. To him it was a way to express his individuality in a world where everyone wants to be a clone. Going back to their teenage years, Emory’s his favorite pastime was shopping. Hov and their other friends would joke about him having a shopping addiction.
Emory had taken over and expanded the lifestyle division of Roc Nation. For him, merchandising the lifestyle was the next step in the natural progression of the business. The idea was create something that was elite in style and quality while still being more affordable than contemporary counterparts. Jones, joined forces with Mike “Upscale Vandal” Camargo, a former employee of Roc Nation, Billionaire Boys Club, and consultant for many major brands. Upscale Vandal assisted Emory in bringing his vision to life. Emory has taken the more organic approach with marketing the brand, not really leaning on seeding influencers, but relying on those that influence the influencers.
Ih Nom Uh Nit (innominate), which means “without name” is a ready-to-wear brand that has become a new cult favorite. The L.A. based brand has appeared on a myriad of celebs from Luka Sabbat to Janet Jackson. Chaz Jordan has created a brand that can do it all, from sweatsuits to sequin-embroidered gowns.
Chaz Jordan, founder of Ih Nom Uh Nit began his career in the fashion industry in 2011 during college. While in his junior year at the University of Illinois – Chicago, he met and ultimately ending up working for Virgil Abloh and Don C at their Chicago concept store, RSVP Gallery. This is where he launched his first successful apparel label, Au Courant, before moving to Paris, France. While in Paris he was able to find an atelier that educated him on the history of Parisian fashion and their savior faire. As his knowledge of the industry & skillset grew, so did his network and exposure.
Founder and Creative Director Jahleel Morris is socially known as Playhouse Jah. Born and raised in Stone Mountain his upbringing was very much Atlanta. From dirty south music (OutKast being his favorite group), buying Dickies and Girbauds at Metropolitan flea market, Black Santa Claus at South DeKalb to skating at Cascade, to working in Lenox mall he is truly of this city.
Known for “The Best Caps Out the South” Playhouse World is a lifestyle brand founded in Atlanta. Built on community using art, fashion, and cultural references to communicate to a wide demographic unifying them through worldly views.
HONOR THE GIFT
Russell Westbrook has over the years showed a strong passion for fashion & he embodies letting his clothes speak for his mood, so you know how he’s feeling before he says a word. His collections are defined by the environment that shaped him, the Inner City of Los Angeles. A harsh and unfair environment, but one that develops strength, leadership, focus, and self worth.
His brands focus for the first few drops have been capturing the raw point of view of Inner City Public School. Demonstrating the collection through a surveilled lens of the unfamiliar worlds of Public and Private School confronting one another. Embodying the affluent lifestyle of Private School. Demonstrating the collection through a refined take on the unfamiliar worlds of Public and Private School confronting one another.
London based designer Martine Rose’s self-titled label has become a stalwart in menswear since 2007. Particularly known for her peculiar approach to presenting collections, she’s done shows outside of the schedule in unconventional venues like marketplaces & rock climbing centers. She’s previously collaborated with Been Trill, Timberland, Nike & CAT, while expanding into womenswear.
Rose has been nominated for the heralded ANDAM prize for emerging designers as well as the LVMH Prize. In 2018, she was also nominated for the BFC’s British Designer of the Year for menswear.
Originally from Trenton, New Jersey, Anwar Carrots founded “Peas & Carrots International” in 2007. It began as an emerging streetwear brand & creative collective. Known for his dynamic approach to aesthetic, both in personal style and his creative output, Anwar has become an entrepreneurial leader of this new generation of Los Angeles creatives and fashion icons of street culture & music.
Always evolving, Anwar launched “Carrots by Anwar Carrots” in 2015.
The first June 2020 release from Jordan brand will be the Bugs Bunny-inspired Air Jordan VI Retro “Hare,” not to be mistaken for 2017’s “Alternate ’91” Air Jordan 6 release. This Air Jordan 6 is modeled after the original “Hare” colorway of the Air Jordan 7. It features white leather overlays, grey underlays, a translucent tongue with the iconic “Hare” print, a carrot-themed lace lock completed with printed inner lining, insoles & translucent infrared soles. Check out the images below & cop them when they drop in-store & online at WishATL.com on June 17th.
This past week, streetwear industry leaders The Hundreds and Billionaire Boys Club collaborated on a T-shirt benefitting Black Lives Matter and Black Mental Health Alliance. Bobby Hundreds and Pharrell Williams, the creative geniuses behind the two brands, came together for an interview to discuss various topics impacting our current social climate. In the Q&A, Bobby interviews Pharrell about being a Black brand owner, mental health in the Black community, and the importance of sharing knowledge.
Browse through the excerpts below, and check out the entire interview here on The Hundreds’ website.
On launching Billionaire Boys Club as a Black man:
When I launched BBC [ICECREAM], I was a different person. My concerns were different, my thought process was different, my self awareness was premature. I considered myself a black man and making chess moves was enough at the time because that’s what the people I looked up to were doing. I was proud that they were black and I thought it was enough. Since then, I’ve educated myself and realized that would never be enough when the playing field was never leveled. It’s never been a leveled playing field since the beginning of time. It took traveling around the world and seeing what people go through to open my eyes and humble me and recognize how blessed I am. Aside from achieving, my biggest responsibility is to hold open the door and show the way for my own people… and to explain to those who have the power over these doors why they need to open their doors or not have them at all. With BBC, I always say ‘Wealth is of the heart and mind, not the pocket.’, but that wasn’t enough.
On the importance of mental health in the Black community:
There are a lot of variables that affect the minds of the people whose likeness gets traded on and marketed towards and then don’t receive benefits from it at the end of the day. And not everyone can get access to mental health resources like therapy or rehab, not everyone has people around to help. If you never really dealt with the erosion of your mental state, then it only continues to erode. There’s so much to unpack when it comes to this but, the fact that the fashion industry is thinking about the importance of mental health and how it affects the African diaspora is a very important step that we all need to take.
On his influence in the industry and the need for sharing industry knowledge:
You know, I’m honored for things like that. But going back to the earlier question…I feel like I didn’t do enough. At that time, it was about me, I was being selfish and I thought being black was enough. So if I could encourage you all to do anything, it’s to take your people with you…don’t make it just about you. That’s why you see me with my hands together [prayer pose]. Some of us pat ourselves on the back, others of us beat ourselves on the chest. That’s cool, I’m gonna let you do that…but when you’re done, bring people with you. Share the codes…share the cheat codes. A lot of us had to figure it out ourselves…that’s where we go wrong. The more of us that learn the codes, the stronger we are. That’s how we get to market share. If we don’t have market share, we don’t have a voice. If you don’t have a voice then you’re going to need help with healthcare, education and the biases that are ingrained in our legislation that makes the gravity 2x heavier on us. Share the codes, hold the door open.
This uber-popular colorway of the Air Jordan 13 was originally released in 1998 and then re-released twice in 2005 and 2010. Back in 2017, it was rumored to re-release once again, but the retro never happened. This will be the fourth time the beloved “Flint” Air Jordan 13 has been released.
In Jordan’s final playoff series in 1998, Jordan’s ability to close solidified his GOAT status as the Bull’s became the first team to three-peat on two separate occasions. The Jordan 13 inspired by Mike’s spirit animal, the black panther, were his primary kicks in his last season with the Chicago Bulls.
The “Flint Grey” color-way was one of the first releases of the silhouette. This release aims to get as close to the original as possible with everything from some minor details to the box itself. This iteration, like the OG’s, comes with 3M reflective uppers and a shade of blue on the vamp meticulously matched to the navy tone of the throwback version. This 13 also brings back the molded sock-liner from the original model for the game-ready fit & feel.
The Nike x Travis Scott Air Max 270 “Cactus Trails” channels how Travis Scott escapes reality through his own imagination, into a world he and his fans get lost in. The design brings together a 90s attitude and aesthetic with a well-worn feel. The browns, tans, and oranges at the painted base layer of the exposed foam are derived from a trail-inspired style of overlays with a color palette akin to Travis Scott’s affinity for vintage style.The midsole combines Nike React foam, with a 270-degree air unit at the heel. The waves on the upper act as an extension of the embedded grooves of the midsole, while fleece at the ankle provides a bit of plush, comfortable appeal. TheCactus Jack logo appears at the heel-tab and insole, while a retro colored lace-lock holds onto the tongue-tab. Available in Adult, Preschool and Toddler versions.
The trail-inspired Nike x Travis Scott Apparel Collection is the embodiment of uniting sportswear comfort with utility. Included are a hoodie, sweatpants and t-shirt. With cargo features, the hoodie and sweatpants are ideal for the individual who won’t sacrifice comfort for function, and vice versa. Rounding out the collection is the accompanying pocket t-shirt.
Nike has created an interactive website featuring some augmented reality elements, check it out here. Check it out and be sure sign up for our Nike x Travis Scott 270’s raffle here!
The West Coast, specifically the Los Angeles area has been a primary contributor to streetwear culture through various mediums like art, skate, surf & music. Check out a few of our favorite brands from Southern California & shop these looks online!
Based in Los Angeles, Noon Goons was created by Kurt Narmore in 2016. The brand is immensely inspired the Narmore’s roots in skate and surf. A “noon goon” is in fact a term for tourists that show up to the beach at noon, after all the real surfers have left for the day to work their day jobs.
Driven by funky prints, cozy outerwear, and graphic T-shirts, this brand is sure to catch eyes. Los Angeles street and surf culture is a well known fashion catalyst, and Narmore does a great job staying authentic to the culture, as he still operates in that community to keep the grassroots feel alive. The addition of industry veteran Sam Jarou (formerly of Comme des Garcons) as creative director has helped take the brand from the streets of LA to Dover Street Market.
The brand “Stussy” started some time in the early 1980s by founder, Shawn Stussy. He initially crafted custom surf boards in the Southern California area and began scrawling his surname on his handcrafted surfboards with a broad tipped marker. The logo which has defined the brand started in the early 1980s was actually derived from that of his uncle, Jan Stussy. He began using the logo on T-shirts, shorts and caps that he sold out of his car around Laguna Beach, California. The company ultimately gained its footing during rise surfer culture, ushered in by Orange County, California. Since its inception, it has largely been adopted by streetwear, hip-hop & a multitude of subcultures & scene.
In a 1992 interview Stussy said: “Everybody calls it surf wear, or urban streetwear, or surf street… I don’t name it, and I don’t name it on purpose.”
Norwood’s designer and creative director Ali Saint Qureshi was born in Paris, France, and arrived to the US at a very young age. Drawing upon his affinity for youth suburban culture and love for the city of Angels, Norwood’s designer wishes to remain unknown so that, he may have the brand and its representation of urban culture remain pure- without diluting it. The love for Rock N Roll, Punk Rock, HipHop, Skateboarding, Sports and diverse ethnic cultures, has encompassed what Norwood is all about.
Norwood was created and founded in 2017 on the principles that NO labels are the ONLY labels. NOR is not for the cool people, it’s for ALL people, it’s an exclusive house party that everyone is invited to. This Los-Angeles born and made brand combines luxury street aesthetic with timeless quality textiles to deliver a unique streetwear wardrobe. The influences of punk rock and hiphop are evident in Norwood’s designs. Featuring premium materials, clean-lined cuts, bold graphics, and unexpected character details, Norwood’s range of essential t-shirts French terry hoodies, lounge wear and denim convey a perfect amount of casual refinement with streetwear. All Norwood production is Los Angeles based.
Founded by Rhuigi Villaseñor in 2013, Rhude is a design venture to showcase ready-to-wear collections. Rhude focuses on minimalistic effortless style mixed with streetwear sensibilities, using fine fabrics and focus on fit. Rhude celebrates the youth and elegance through simple and functional clothes.
Rhuigi’s brand gained notoriety in 2012 when he created a black bandana print shirt that would be worn by Kendrick Lamar at the BET Awards. With no plans to actually sell the shirt, he was talked into creating the brand by Chris Stamp and Guillermo Andrade, designers of Stampd and 424, respectively. He went on to intern for Taz Arnold and TISA while taking pattern making classes and styling artists like Big Sean. He was able to fine tune his craft while building influential relationships throughout the industry that would ultimately help catapult his company to the forefront of streetwear.
First unveiled on foot at the 2019-2020 media day. the LeBron 7 is built strong and sleek. The purple and yellow nod to his L.A. endeavors, while metal accents and LeBron crests celebrate the king. Full-length Air cushioning graces your every step with Clutch Cushioning Max Air technology, Nike Basketball’s largest Air unit to date. It runs the full length of the shoe, delivering responsive cushioning for the court. A foam midsole adds plush comfort during possessions. Bold accents reflect Los Angeles yellow and purple hues. Metal details and LeBron’s signature crest honors one of the game’s fiercest competitors. A rubber outsole offers traction and durability to help you make quick cuts in and out of the paint. It uses bi-colored details that mimic the upper for a unified look. Leather in the upper for a premium look and feel. Padded collar for a soft, comfortable feel.
In honor of its 30th anniversary, Nike is reintroducing the Air Max 90 in a lush new color-way that blends glowing accents with jungle-inspired vibes. This vibrant take on a the cult-classic definitely catches the eye. The upper consists of a base of lightweight mesh covered in bright hits of ghost green, masked by overlays of the muted camo. Contrasting accents of black and white on the outsole, laces, quarter panel and heel complete the look. Scoop these when they release 5/15 at 9am on WishATL.com
Let us be honest, moms do it all. They work hard, nurture, teach, comfort and sometimes save the world. With Mother’s Day around the corner, we are visiting some of our favorite moms in tv and film. Whether you are social distanced far from your mom or just cannot escape her, sit down with some of these recommended movies and shows and give her a gift from our hand-selected items from these looks inspired by iconic moms.
Rainbow Johnson (Tracee Ellis Ross) – Black-Ish (2014 – Present)
Beatrix “The Bride” Kiddo (Uma Thurman) – Kill Bill Vol.1 &2 (2003, 2004)
Sarah Connor (Linda Hamilton) – The Terminator 2 (1991)
Rachel Marron (Whitney Houston) – The Bodyguard (1992)
Marge Simpson (voiced by Julie Kavner) – The Simpsons (1989 – Present)
The latest release from Jordan Brand brings us another Royal look at the Jordan 1. From the lineage of the OG Black Royal & in the likeness of the recent “Bred Toe” color-blocking, we have the “Royal Toe” arriving this weekend. Buttery soft white leather on the side panel gives the bold Swoosh an added pop, just below the vintage & timeless wings logo on the upper.
Grab this release on WishATL.com this Saturday 5/9 @ 9AM EST
As we continue to long for human interaction during the “age of social distancing” we have turned to vicariously partying through these films of epic ragers. Check out some of our favorite party night movies and peep the fits that we’d wear to the functions! Shop the looks here online!
In an effort to help combat Covid-19 and help support the city that supports us, we have partnered with two Atlanta based brands to provide limited edition masks over two weeks. Proceeds from the sales of these masks will be donated to Meals On Wheels as they work to help flatten the curve by providing meals by delivery to the elderly & those most at risk for the virus.
Last week we released the first of the series featuring Stevie Pettus’ Atlanta based, SurrenderAmerica. Aside from the top of the line cut & sew pieces, the brand also serves as a support and empowerment system for those battling mental health disorders. We previously collaborated on DIY T-Shirt Workshop for Black History Month.
This Friday, we are releasing the second of the collection. This capsule is designed by Latif of Wisdom Fashion House. WFH combines fashion and animation to narrate its story & speak out on issues that seemingly get swept under the rugs of society. Wisdom was also the winner of our inaugural Battle of the Brands.
Adidas Consortium and the New York based boutique, Extra Butter provide and elegant take on sports and its rich heritage with this release. The SC Premiere and Adilette Slides are reconstructed with a one-of-a-kind cream colored cable knit Primeknit™ giving them an elevated “extra buttery” flair. Check out “deets” below and pick them up here on our site before they melt!
We have enjoyed our Earth Week here at Wish ATL with a rare restock, guest DJ mix and an appearance from EarthGang. Now we have a selection of films that highlight everything our planet has to offer while bringing to mind why it is important for us to take care of it. Check out these classic Earth themed offerings and shop our collection of pieces made with sustainably sourced materials.
This edition of WISHFLIX is dedicated to Michael Jordan, the G.O.A.T. We broke down some classic game film to see if we can catch Mike wearing some of his legendary silhouettes from his championship seasons. Check out these classics, shop our Jordan selection & stay tuned for more info as we celebrate the “His Airness” this weekend with a special sale.
In light of this week’s release of the Jordan 6 Retro “Defining Moments” & “The Last Dance” Documentary, this is a Jordan themed mix for you to jam to while you do what you do to be the GOAT in your field.