Reebok has seen the call for brands with social consciousness and they’re making some moves. In a stunning turn of events, Pyer Moss founder Kerby Jean-Raymond has been named as the new Vice President of creative direction at Reebok. Pyer Moss has long been a brand that wears its activist leanings on its sleeve, as well as celebrating Jean-Raymond’s own Haitian-American heritage.
While he’s lent his talents to Reebok before, with some notable Pyer Moss x Reebok collaborations and a stint has the artistic director of Rebook’s talent incubator, we’re v excited to see what he’ll be throwing down in this more permanent role.
“I am thrilled to be evolving my role with Reebok and joining the leadership team as the head of creative direction. I welcome this opportunity to help invigorate the brand with new ideas, while also focusing on instilling a sense of social purpose into our work,” Jean-Raymond shared in an Instagram announcement of the news.
“Every time an interviewer would ask me what I’d want to be a creative director for I would never say, but in my head it was always a footwear brand. Gotta shake shit up a lil yuh know? Thank you @reebok. I haven’t had a job in nine years, so please get me a lunch box,” he wrote in the caption.
As well as their strong and ongoing commitment to bringing the Margiela Tabi style into the athleisure world with their Instapump Fury platforms, it seems to indicate the awareness Reebok have of their own social responsibility. Their recent “Not Your Princess” campaign with Deena Jonze and Becca Hatch, two stunning Australian musicians who happen to be women of colour, also speaks to the fact this isn’t just token diversity. A Black designer getting their coin and recognition? We love to see it.
While it looks like we’re going to have to wait until early 2022 to see what the Reebok x Jean-Raymond era holds, you can have a peep below at his recent sneaker drop with Pyer Moss. After three years of tweaking—”Production is a bitch,” he jokes—the Sculpt 1 from Pyer Moss will land on pyermoss.com and SSENSE on the 3rd of October.