Sunday marks June 19 and while some brands are still looking to recognize the new federal holiday, others are finding meaningful ways to support it.
Juneteenth, which falls on – and is named after – June 19, commemorates the emancipation of enslaved people in the United States
The holiday, celebrated by black families for generations, is now more widely recognized. As such, more and more American companies, including beauty and fashion brands, are branding it in various ways.
Due to what the party acknowledges, it can be tricky to navigate without unwanted commodification (Walmart Inc. recently pulled its Juneteenth ice cream after widespread backlash from the consuming public). However, for those who intend to approach it thoughtfully, this may prove a valuable time to implement efforts to fuel the ongoing struggle against racial oppression.
Here, WWD spotlights brands that are making strides to honor Juneteenth.
Jane brunette girl
This year, vegan wellness brand Brown Girl Jane will be offering a 19% sale off all of its products and donating proceeds to Until Freedom, an organization that focuses on criminal justice reform.
Brown Girl Jane products include CBD supplements, fragrances and tinctures to help reduce stress and improve mood.
Nia Jones, Co-Founder and Director of Wellness Brand Impact, said, “As a company focused on the wellbeing of black and brown women, Juneteenth Day is a recognition of progress and a reminder that we have so much work to do. We hope our tribe will join us in supporting Until Freedom in their fight against poverty, inequality and police violence.
Awet New York
Áwet New York luxury loungewear brand, founded and operated by Eritrean former refugee designer Áwet Woldegebriel, will release an exclusive capsule collection of tracksuits on Juneteenth.
The limited-edition hoodie and sweatpants set is called “Forward Lines” and is made of a terrycloth mix with interwoven multi-coloured lines designed by London-based artist Caroline Harris, who was nominated in 2020 for the Queen Sonja Print Awards, the biggest award in the world. for graphic art. The drawing represents the race relations talks Woldegebriel facilitated at Martha’s Vineyard in 2020, and pay visual tribute to George Floyd and the ongoing struggle to dismantle systemic racism.
Additionally, the brand will donate 30% of the limited edition proceeds to the NAACP and the National Urban League, organizations that support underserved communities in the fight for economic, educational and civil rights.
Sephora is taking its Juneteenth commemoration to Times Square.
On June 19, the multinational beauty products company said it “will feature an illustration that communicates the day” by African-American artist Kristie Marshall on its social media platforms. And in honor of Dr. Opal Lee, “Juneteenth’s grandmother,” as the company noted, Sephora will feature Lee on a billboard above Times Square Sephora.
“Sephora continues to support and amplify Black voices throughout the year and is thrilled to highlight and celebrate the variety of holidays that make sense throughout the year,” the company said. .
Addis VIV, an emerging black-owned home decor brand dedicated to “creating sacred spaces,” is teaming up with Trinidadian artist Miles Regis to launch a limited-edition candle in support of protecting people. black and brown men against racial injustice.
The candle, which launched on June 15, features a silhouette of a father and son looking at each other, and black wax with two wicks to represent the skin of the father-son duo. Bete Agonafer, the founder of Addis VIV, says the idea for the candle came after witnessing racial injustices in 2020, and its launch will follow with a digital campaign on June 19.
The digital campaign is meant to commemorate June 19 and Father’s Day, which both fall on the same day this year, and will include political commentator Angela Rye. Additionally, the brand will donate 50% of the net proceeds from its first collaboration to the Equal Justice Initiative, a non-profit organization that provides legal representation to wrongfully accused prisoners, prisoners who do not have economic access to legal representation and to prisoners who may have been denied a fair trial.
Camille Rose Naturals
To celebrate Juneteenth, Black-owned natural hair care brand Camille Rose Naturals will host a Beauté Noir Fest in Atlanta. The three-day event will honor black creatives and black-owned businesses.
Attendees will enjoy an honored dinner and VIP brunch on June 16 and 17, followed by a festival with performances, including a fashion show and a chance to shop from black-owned vendors.
Beauty brand founder Janell Stephens says the festival’s vision is “Afropunk meets BeautyCon,” and promises that Camille Rose Naturals will donate a portion of the event’s proceeds to Moving in the Spirit, a creative youth development program in Atlanta.
BruceGlen, the Los Angeles-based black-owned luxury apparel and accessories brand, will host an invitation-only Trap & Soul Brunch in Brooklyn, New York on June 16. The private event will include a gospel performance, a lineup of black-owned vendors and brunch.
The Brooklyn-raised identical twins behind the brand are Bruce and Glen Proctor, ordained ministers turned fashion designers. The brand uses sustainable manufacturing processes and is known for its mixed-pattern clothing and metal hardware bags.
black girl sunscreen
The black-owned, fast-selling, Beyoncé-endorsed sunscreen brand that fills shelves at Sephora, Target and Ulta will observe the holidays as a business, allowing employees to reflect and celebrate in their own way .
The brand offers an affordable sunscreen (priced between $9.99 and $18.99) that absorbs into more pigmented skin tones with non-toxic ingredients like avocado, cocoa, and vitamin C.
Jessi Jumanji & The Labz
Jessi Jumanji, a digital artist whose work appeared on the Emmy-winning show “Insecure,” and The Labz, a platform that helps curate interactive web experiences, are diving into the metaverse to release a virtual NFT gallery on June 18.
The exclusive launch, called “Afro-Omniscience” is comprised of historically significant artifacts and images that Jumanji has carefully selected from the Met Museum’s public domain digital art archive. The project is also being produced in collaboration with model, writer and activist Ebonee Davis, and Nigerian fashion photographer Obidigbo Nzeribe, whose portfolio includes Venus Williams and Daniel Kaluuya.
The virtual gallery will feature photos of Davis and fellow models Tiara Kelly, Balla Touré and Ashwell Boyd digitally adorned in armor and jewelry, depicting Jumanji’s vision of them as “mythological deities charged with protecting and preserving the African culture”. The NFT Gallery aims to restore years of erasure of African history and influence from the global conversation, in addition to increasing the visibility of black creatives in the NFT realm.
Davis and Nzeribe will receive a portion of the launch proceeds for their creative contributions, and another percentage will go to Daughter, a nonprofit organization founded by Davis that sponsors trips to Africa for scholars from the African diaspora.
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