LABRUM X MINISTRY OF SPORTS SIERRA LEONE (MOSSL) + (NOC)
LABRUM is proud to announce its collaboration with the Ministry of Sports Sierra Leone (MOSSL) and the National Olympic Committee (NOC), launching the new uniform designs for both National Sports and the official Olympics 2020 kit.
The new national uniform by LABRUM, designed for more than 16 disciplines, makes use of two powerful prints presented in a vivid colour palette of green and blue, inspired by the Sierra Leonean national flag. Created by LABRUM’s founder, Foday Dumbuya, alongside London based agency Rosie Lee Creative, the first of these graphic prints interlocks L (LABRUM) with S (Sierra Leone) to form a bold repeating pattern. While the second print, paying hom-age to all ethnic groups of Sierra Leone, features sixteen zigzags, created in the silhouette of the iconic LABRUM triangle.
Building on their long term relationship and recent London Fashion Week partnership, Converse continues to support LABRUM’s mission to progress West Africa’s narrative by providing creative funding for the trip to Sierra Leone where Dumbuya journeyed back to his birthplace Freetown for the accompanying campaign with the local tribes that inspired his kit design, alongside co-creative director and poet Julianknxx.
Styled by i-D’s senior fashion editor-at-large, Ib Kamara, the campaign features a striking photo series by Rafael Pavarotti, and a stunning short film from director Harry Deadman featuring beautiful stills photography by Ash Narod, all honing in on the power of sport to pay tribute to the city of Freetown. While embracing the bright future of the country and celebrating its wealth of raw talent, the models and actors were scouted from St Edward’s and St Joseph’s Secondary Schools.
Activism through sport is not a new thing for LABRUM, with Dumbuya establishing the Freetown sporting charity, ‘KING NAIMBANA II FOUNDATION’ in 2016, while in the capital competing in the Street Child Marathon. The charity takes its name from Dumbuya’s father’s given chief title and is powered by the designer’s own love of sport. In addition to funding education for underprivileged kids, it provides children with running shoes, apparel and a training coach to help them realise their dreams of becoming athletes.
Foday Dumbuya says: “The concept behind the print was born from a desire to depict the power that sport has in uniting people together. Hence why it was imperative for me to ensure the kit represents all 16 tribes of Sierra Leone. I believe tribes build a nation and a nation builds its people.”
Commissioned to design the kits for the Olympic Games in 2021, LABRUM concurrently created a range of sportswear to be sold to the general public, while also making the na-tional football kits available, too. This unisex collection comprises of replica athletics vests for training, the national home and away football kits, sports socks and a tracksuit, with all proceeds going towards youth and sports development in Sierra Leone.
Words by LabrumLondon..
credits:
Clothing Label: LABRUM
Creative Direction - Foday Dumbuya & Julian Knox
Film Director - Harry Deadman
Stylist - Ibrahim Kamara
Cinematographer - Maximilian McKay
Photographer - Ash Narod
Photographer - Rafael Pavarotti
Animator - Julien Jourdain de Muizon
Illustration Collage - Maud. & Thandi Lane
Editor - Harry Deadman
Colourist - Maximilian McKay
Music - ‘Rotin’ by Janka Nabay and the Bubu Gang
Supported by - Converse London
Film Lab - Cinelab London
Models
Abdulrahim Bangura
Abubakarr Conteh
Aminata Sowe
Andrew B Conteh
Benjamin Thomas
Blessing Sesay
Foday Yansaneh
Hassan Kamara
Teddy Paul
Shalom John
Shirley Johnson
@labrumlondon
www.labrumlondon.com