At this year’s New York Fashion Week: Men’s, a group of eight Black Lives Matter protestors stood silently outside of the main venue on Washington St. Some people, like me, stopped to take video and share across social media. Others pressed forward either silently acknowledging their presence or refusing to do so. Never once did the protestors speak out and force passersby to participate. Never once did they suggest that attendees should boycott the fashion shows they’d traveled so far to see. They were there as a reminder. Enjoy your shows, have fun, and celebrate fashion. But don’t forget about what’s happening around the rest of the country. In essence, that’s the fashion space that Since June so effortlessly inhabits.
Since June is an apparel brand that seeks to celebrate the lighter side of life while still remaining aware of social injustice issues in America. But things didn’t start out that way. At the heart of Since June’s designs was the pure desire to have fun.
"Since June wanted to provide a sartorial space for shoppers who are frequently left out of most companies’ marketing efforts. Where other brands skew young, Since June sees no problem in looking up."
The company began on the premise of providing message t-shirts and tanks for the 30 and older crowd. Since June wanted to provide a sartorial space for shoppers who are frequently left out of most companies’ marketing efforts. Where other brands skew young, Since June sees no problem in looking up. The vast majority of their offerings are lighthearted and fun. Even the brand name is playful in its nod to the company’s founding month. Their shirts are ones that you can wear to a casual happy hour with friends. These are clothes that represent your lifestyle and seamlessly integrate into your daily life.
The company’s founders pull their design influence and inspiration from their vast backgrounds in Harlem, Jacksonville, and Los Angeles-three American cities that offer wildly different life perspectives and traditions. Somehow, they’ve blended all of their experiences together to create an apparel experience that can be shared by the masses. The “Frew Brews Crew” tee is the perfect after work shirt for your inner Kanye. The “Her Game Just Rewinds” tee and tank are a winking nod to Notorious B.I.G. The “Melania: Recylcle and Reuse” tee is a cheeky take on the current political landscape. The messages of empowerment like the “LOUD Black Girl” tee and the “We Are Magic and We Are Real” tee are shirts that everyone can embrace and be proud of.
"Since June proves that you can have fun with your look while still showing awareness for the world around you. But at the core of it all, they just want people over 30 to have a good time."
Despite the brand’s feel good vibe, a dash of activism worked its way into their designs. From the clean water crisis in Michigan (“Defend Flint”) to the public battle about consent (“NO Is NO”), Since June offers a way for people to get involved in the public conversation in a subtle way.
The brand also hopes to make an impact on the activism front from behind the scenes. Sales from select designs like the “NO is NO” tee and “LOUD Black Girl” tee will be donated to organizations and scholarships that align with those powerful mantras.
Since June proves that you can have fun with your look while still showing awareness for the world around you. But at the core of it all, they just want people over 30 to have a good time.
To shop Since June’s complete collection, head to sincejune.com. Uptown Bourgeois readers get $5 off their purchases now through August 7 with code UPTOWN5.