Gucci is taking its talents to Motown!
According to Crain’s Detroit Business, the Italian luxury giant is collaborating with Tommey Walker’s streetwear brand, Detroit Vs Everybody to support nonprofits across various cities.
The partnership will bring the brand to 11 cities.
As a part of its Changemakers project, Gucci will make a donation to organizations in each city tied to the launch of the t-shirts which are priced at $390.
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Detroit Vs Everybody was launched by Tommey Walker in 2012 and first gained attention because it tapped into the blue-collar, underdog attitude of Detroit. Despite closing two-thirds of its stores in January 2020, the brand remained relevant by staying on top of events that impact the city of Detroit, pop culture, and beyond.
“My partnership with Gucci is a dream come true, not just for me and my team, but also for celebrating the city of Detroit’s cultural richness and innovation,” said Walker in a news release.
The shirts are a combination of Gucci’s materials and fabric with the “Vs Everybody” graphic, reports Gucci.
Launched in 2019, Gucci Changemakers has invested more than $2 million in diversity and inclusion initiatives that include a community impact fund and student scholarships.
The program was created following backlash when the brand posted a balaclava sweater with a roll-up collar that resembled blackface causing an uproar on social media.
Local Detroit recipients of the grants from the Changemakers Impact Fund include Journi and Design Core.
Shirts will be sold at Gucci’s flagship stores as well as its website.