Why Reebok's appointment of Pyer Moss designer Kerby Jean-Raymond is a major win

Yesterday, English sneaker brand Reebok announced the appointment of Pyer Moss designer Kerby Jean-Raymond as the Artistic Director of Reebok Studies. The sector, a new instalment of the company’s divisions was a concept proposed by the Pyer Moss designer to identify and hone the talents of young creatives in line with the brand’s aesthetics. This will feature designers of menswear, womenswear, unisex footwear and accessory collections. 

Jean-Raymond’s partnership with the sneaker giant is nothing new, he first began his internship in 2017, which as a result created the Pyer Moss by Reebok partnership that produced the duo’s first sneaker called the Pyer Moss x Reebok DMX Fusion 1 Experiment. Since then the designer has fruited several updated versions of the sneaker as well as few pieces of apparel, some of which have sold-out. In 2018, after a few months of working with the company, the designer then pitched the idea of creating a programme focused on young and upcoming talents to the then interim head of Reebok Classics Neal Taylor. 

I felt like there was a lot of focus around general product and not enough focus on the themes and the fashion components that we know to be cool. I understand that to ask a company who was in motion with so many projects to sit and focus on other young designers was a lot for them, so I made myself available and said, ‘Let me start sending you new ideas, explained the Pyer Moss designer in an interview.

It is also no secret that Kerby’s vision for his brand and perspective of design, in general, is one that carries a strong cultural influence. In the past few seasons, each of Pyer Moss’ collections has been directed at contesting the erasure of black culture. His last collection was staged in one of New York’s first free black communities post-slavery and featured culturally distinctive aspects such as a black church choir and a collection woven with commissioned paintings from Derrick Adams, an Afroamerican artist that focuses on black identity. In a time where diversity is so important, this addition to their team will surely be a plus for Reebok’s dynamic. Especially following the rumours dispersed earlier this year of Beyoncé walking out of a meeting with the company as a result of a lack of diversity. 

Pyer Moss SS19

Kerby is a cultural force and masterful storyteller. Since joining the Reebok team, he has injected the brand with fresh ideas while maintaining his unapologetic voice and design point of view. We are excited to continue our journey with him and further integrate his progressive approach, said Vice President of Reebok Classics Kelly Hibler.  

The aim of Reebok Studies will be to allow Jean-Raymond the opportunity to grow the brand by hiring the select talent that he finds necessary. “I want to sign all the cool young designers. "I want to give everybody a place to come and create good collabs and build partnerships with the company. I want to open the door. Sometimes you have to break through the window to open the door, so that was my intent. The goal is to be as inclusive as Pyer Moss” the designer explained. 

The first fruit from the Reebok Studies programme is set to be released in 2020.