Luxury sportswear. It’s a category that Don C has cultivated and tapped into over the past decade. Snapback hats with python-skin edges, basketball shorts with premium material, and Air Jordan 2 quilted leather designed to look like Chanel bags are just a few of the concepts he has. presented to the masses.
For years, the products remained popular and recognizable, but were not always accessible to everyone. A snapback or Just Don shorts, for example, costs between $ 400 and $ 450. Don remembers being embarrassed by the exorbitant prices when speaking to locals in the Chicago neighborhood where he grew up.
“When I come back and everyone says they love my brand and what I do, but can’t consume it, it bothers me,” he told Complex.
But now Don C has a solution for his fans who may not have the disposable income to spend hundreds of dollars on a pair of mesh shorts: a clothing line called All City. The new brand, launched on November 10, is sold exclusively through Foot Locker’s online platform and various physical locations across the country. The first collection consists of ’90s-inspired sportswear that Just Don is known for, such as sweatpants with branded seams, shorts with giant embroidered logos, satin varsity jackets or knit sweaters. graphic showing Chicago skyline. Details like the jacquard collars on the T-shirts are a nod to her high school wardrobe. The coins are familiar to supporters of Don C, but they are more affordable as nothing sells above $ 195. But Don C wants everyone to know that more affordable prices don’t mean cheaper quality.
“I didn’t want to spread any ideas though. I didn’t want to dilute Just Don. I wanted to come up with a concept that I felt was appropriate at Foot Locker. That’s why I looked at All City as something very community, ”says Don C.“ There are a lot of pillars in All City who are exactly the same pillars as Just Don, but there is stuff with Just Don with which I do differently. All the city. Of course, it all comes from my creation, so I think it falls under my ideas and the ecosphere that I bring people into when you step into Don C’s world, but All City is really going to stand on its own feet. .
All City isn’t the only way Don C brings luxury sportswear to the community. During the conversation, he also revealed his intention to open the Fashion Athletics Art Museum (FAAM) in South Chicago in the near future.
“I want to use my community to inspire and spread the right message and then try to do it in other communities where it’s ultimately global,” he says.
We recently caught up with Don C on Zoom to discuss his All City lineup, his goal of making Just Don a legacy brand, the impact of his collaboration with Air Jordan 2 from 2015, and more. Check out the full conversation below.