When we released a first collaboration with Maison Chateau Rouge in 2019, we told the story of Youssouf Fofana and how he was changing the narrative for the African diaspora in Paris. For this second chapter, we wanted to hero the next generation he inspired, and who he refers to as United Youth International.
We told their stories across the SNKRS app and media partners, then kicked off Paris Mens Fashion Week with a takeover of the iconic Tati building in Barbes where Youssouf presented an immersive experience into his story and the design process behind the collection.
We wrapped it up with a block party in the neighbourhood where the local community could have an exclusive pre-order of the collection by unlocking a hidden easter egg on campaign posters plastered across the city.
As part of our long term commitment to those making waves for the black community, we supported Maison Chateau Rouge’s residency in the Tati building where they are running more exhibitions, programmed talks and workshops around African culture.