In collaboration with Don C, a former manager for Kanye West and best man a his wedding to soon-to-be-ex-wife Kim Kardashian West, Foot Locker is launching All City by Just Don, a brand merging luxury fabrics and modern streetwear with a vintage aesthetic. The first collection will feature hoodies, T-shirts, mesh shorts and matching track pants and jackets.
The All City by Just Don fall 2021 collection drops at 10 a.m. ET on Wednesday, and features apparel ranging from $55 to $150. All pieces will be available in sizes S through XXL both online and at select Foot Locker locations across the U.S. and Canada.
To mark the drop, Don C and Foot Locker will host a series of creative summits in key markets across the U.S. and Canada including Chicago, New York, Toronto and Los Angeles.
“I’m excited to partner with Foot Locker in the creation of All City. Their proactive commitment to lifting up the Black community is something I wanted to be a part of,” Don C. said in a statement. “With everything I’ve ever created, my inspiration has been from the Chicago neighborhoods I grew up in. As a designer, I want to lead the conversation and push the boundaries where my story intersects with fashion, travel and the real people who inspire me every day.”
According to Foot Locker, nothing is more evergreen than partnering with a designer that has collaborated with Nike’s Jordan Brand. The Just Don X Jordan brands have delivered numerous iterations of the Air Jordan 2 in colorways such as “Beach” and “Arctic Orange.”
Don C, whose full name is Don Crawley, left the music world upon launching the Just Don brand in 2011. Crawley has drawn high praise from high places, including Louis Vuitton luminary Virgil Abloh, who earlier this year called him “the modern godfather of luxury of a new type, the fusion with the linage of sport,” in an Instagram post.
Bryon Milburn, senior vice president and general manager of Foot Locker, also gave a big stamp of approval in his official statement on the collaboration.
“Like Foot Locker, Don C is deeply committed to the young, diverse communities we serve,” Milburn said. “He is at the forefront of modern culture and fashion, and by lending his taste, care and craft to the All City by Just Don line at Foot Locker, we’re able to further connect to the next generation of streetwear enthusiasts.”
The streetwear market, while overlapping significantly with the sneaker sector, is an area of interest for Foot Locker and presents a significant revenue opportunity as it continues to expand into the category. The retailer already made two huge moves earlier this year in shelling out $1.1 billion to acquire Japanese streetwear and sneaker retailer Atmos and southwestern U.S.-based footwear seller WWS, both in an effort to reel in and understand newer demographics that were underrepresented across Foot Locker customers.
Over the past year, Foot Locker has been building cachet by teaming up with emerging streetwear designers, even debuting some in the Compton, Calif. store the retailer opened last year. One lucky brand that launched in the location, Viva La Bonita, even secured a national deal with Foot Locker after the debut. The company recently brought aboard Melody Ehsani as the creative director of its global women’s business over the summer, showing that the evolution isn’t coming through just via partnerships, but within the internal culture.
And just last month, the retailer unveiled a new private brand called LCKR by Foot Locker, which will serve as an elevated basics line that further diversifies the company’s apparel offering.
More retailers and brands are embracing streetwear, illustrating the category’s growth. With VF Corp. acquiring Supreme for a price tag of $2.1 billion last year, it’s evident that big-name companies will pay good money for brands that can connect with these consumers. Sneaker and streetwear resale marketplace Goat, a company with backing from Foot Locker, led a recent $60 million funding of its own for community-driven streetwear and apparel marketplace Grailed, which recently shut down its women’s resale offshoot, Heroine, WWD reported.
The community aspect inherent to the sneaker and streetwear culture is not lost on Foot Locker, which is also striving to increase its social impact beyond its retail successes. In June 2020, Foot Locker announced a $200 million five-year commitment to support the Black community and Black-owned businesses through economic development and education.