Today we are going to talk to you about the origin of the brand Denim Tears, one of the most committed urban fashion labels. In fact, it is much more than clothing; it is a whole symbol of the fight against slavery and racism.
Keep reading and we will tell you all about its symbolism, origin, and journey. Will you join us?
Who created Denim Tears
Denim Tears was created in 2019 by Tremaine Emory. An American designer with a long career in the world of marketing and fashion, with a trajectory that led him to be part of Supreme, Yeezy, Off-White, or publications like The Face.
His dissent and his denunciation of racial discrimination in some parts of the sector, led him to launch his own company. For him, designing garments is not the goal, but a very effective way to ensure that the memory of the 19th-century slaves of his country is not lost.
What inspires the brand
And that is its hallmark. The Denim Tears imagotype is its famous cotton crown and it is in the infamous working conditions of the African Americans who picked this material, that Emory was inspired.
In fact, the name itself is very significant, as the “tears of denim fabric” are a clear statement of intent.
In his own words, he points out that every time someone asks about the origin of my garments, it is an opportunity to talk about this deplorable historical fact.
In fact, many designs, such as their hats, are based on the type of garments that the black pickers they wore in the fields to protect themselves from the sun.
Where it is designed and where it is manufactured
Denim Tears has its creative epicenter in the United States, specifically in New York and Los Angeles. Although given Tremaine Emory's long career, it is difficult to say where it all began. He was born in Atlanta, raised in Queens, and during the founding years, lived in London where he worked at Marc Jacobs.
Regarding production. The brand collaborates with selected workshops and factories around the world, ensuring that its designs are produced under ethical and responsible standards, in line with the message it aims to convey to its customers.
Milestones since its creation
2020: Collaboration with Levi's
Reinterprets 501 jeans with cotton crown prints, paying tribute to African American pickers.
2020: Launches collection with Converse
Transforms Chuck Taylor into a canvas to tell stories about racial inequality.
2021: Paris Fashion Week
Presents its designs in Paris, establishing itself as a global brand of urban fashion and activism.
2022: Exhibition at the MET
The MET recognizes its impact with an exhibition that combines design, history, and activism.
2023: International expansion
Denim Tears expands its presence in European and Asian markets, maintaining its ethical message.
Iconic collaborations
Since its creation, Denim Tears has carried its message to a wider audience through collaborations that combine design and symbolism. One of the best known was with Levi’s, where they redesigned the iconic 501 jeans with cotton crown prints, in tribute to African American pickers.
Another notable collaboration was with Converse, reinterpreting the classic Chuck Taylor with tones inspired by African American culture. They also worked with Dr. Martens, adding Chris Ofili’s work ‘Union Black’ to their iconic 1460 boots, a design that symbolizes the connection and resistance of African slavery.
Cultural impact of Denim Tears
As you can see, the project of Tremaine Emory it doesn’t just stay in the garments, it’s a way to make history speak. Their clothing has very striking designs, but even more so the strength of their message: remembering racism and the struggles that marked generations in the United States.
The brand has managed to connect with very diverse audiences, from fashion lovers to figures in art and culture. Their proposals have become a tool to reflect and talk about important topics that are often overlooked.
If you’re also a fan of Denim Tears, at Newcop we make it very easy for you to proudly wear their cotton crown. Take a look at the Denim Tears collection you’ll find on this very website, or visit our stores in Paris, Barcelona, and Madrid.
You will find their most outstanding creations, as well as the best sneaker models from Nike, Jordan, Adidas, and the most important brands on the market. What are you waiting for to expand your streetwear collection? We’re waiting for you!
