March 28th 2024.
Fashion designer Tremain Emory recently opened up about a partnership that never came to fruition with iconic shoe brand, Converse. In a candid conversation with legendary record executive Rick Rubin for his Tetragrammaton podcast, Emory revealed why he chose not to collaborate with Converse again after their successful Pan-African flag Chuck Taylor release in 2020.
According to Emory, his idea for a watermelon-inspired sneaker was met with resistance from Converse due to the current racial climate. They were concerned about potential backlash and being labeled as racist. Emory recalled the moment when Converse informed him that they were not interested in moving forward with his idea, stating, "They called me and told me they weren't down, they didn't want to do it. They were uncomfortable with the imagery."
The proposed watermelon sneaker would have followed the release of the Pan-African flag Chuck 70s, which coincided with a tumultuous presidential election between Joe Biden and Donald Trump. The sneaker was meant to encourage Black creatives to vote and make their voices heard. Despite Converse's hesitation, Emory remained committed to his vision and recently dropped a "Kiss My Grits" collection for Denim Tears' Spring/Summer 2024 line, featuring food-inspired pieces such as watermelon, yams, and other popular soul food menu items.
In addition to his own collection, Emory also collaborated with Japanese label Comme des Garçons to release a watermelon-themed accessories collection, including a watermelon wallet and a print leather zip pouch. This partnership further showcases Emory's dedication to celebrating and amplifying Black culture through fashion.
Emory's passion for highlighting Black history and culture in his designs is evident in his previous work as well. He famously stepped down from his role as creative director at Supreme after a disagreement over a collaboration with artist Arthur Jafa. Emory wanted to include imagery from Jafa's art piece, "Ex-Slave Gordon," which depicts a formerly enslaved Black man. However, Supreme was not on board with the idea, leading to Emory's departure from the brand.
It's clear that Emory is not afraid to push boundaries and challenge the status quo with his fashion choices. And while the watermelon sneaker may not have come to fruition, his determination to showcase Black culture and history through his designs remains unwavering. As Rihanna famously said in an old Instagram post, "It's not for you to understand." Emory's work speaks for itself, and his dedication to amplifying Black voices in fashion is truly inspiring.
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