Cross Colours, the iconic Black-owned streetwear brand founded in 1989 by Carl Jones and TJ Walker, made a powerful return to New York Fashion Week on September 5, 2024. Staying true to its mission of creating “clothes without prejudices,” the brand continues to champion a positive voice for Black youth and the broader multicultural community, blending activism with fashion.
With over 30 years in the industry, Cross Colours cemented its legacy by pioneering urban streetwear long before it hit the mainstream. Its early influence on hip-hop culture and fashion highlighted the importance of self-expression and identity. Today, that same purpose resonates with Gen Z, who value authenticity, originality, and brands with real stories.
At NYFW, Cross Colours’ new collection showed its ability to stay current while honoring its roots. The 2024 collection combined utilitarian trends with the brand’s signature streetwear look. Earthy tones like browns, greens, and grays set the stage for sturdy fabrics, cargo details, and functional designs that balanced style with practicality. Bold graphic prints, including paint splatters and the iconic Cross Colours logo, appealed directly to Gen Z’s love of bold, statement-making fashion.
Cross Colours has also adapted to modern audiences by embracing digital strategies. A February 2024 collaboration with Mattel for Barbie-Style on Instagram blended nostalgia with contemporary fashion, while a 2021 pop-up at Nordstrom in New York reaffirmed the brand’s timeless appeal.
The NYFW collection proved that Cross Colours isn’t relying on its history but is actively shaping the future of streetwear. For over 30 years, the brand has told stories through fashion, and it’s still doing that today—one collection at a time.
