When we were approached to help orchestrate a global campaign with Crumb Human,
JESS LAWRENCE, to promote the upcoming release of the women's-exclusive Jordan 11 "Black and White", we knew it was set to be something special. Jess has a deeply embedded history with all things basketball and Jordans so this collaboration was a dream come true, and we are so pleased to start to be able to release some of the results of this creative partnership. To celebrate the release of this global campaign with Jess + Jordan Brand, well-loved female streetwear store
NakedCPH released an interview which you can read snippets from below.
Thanks to the teams at Jordan Brand + Falkon, and the brilliant creative team we worked alongside :)
Love,
Crumb x
Credits
Production : Crumb Agency
Talent : Jess Lawrence
How did your relationship with Jordan Brand start?
My relationship with the Jordan brand started when I was a really young child! My family would go to America (I'm half American) in the school summer holidays to buy fresh Js partly for fashion, but mainly because my brother and I would mainly stock up on pairs to play basketball in back here in the UK. This was before internet shopping was a thing so it was a really special experience. I'd come back home with a new pair or two, such a great feeling to be in new kicks that nobody around me had access to. It was a completely different way of connecting with the brand than how I do now, but both equally special, I think.
What are some causes your championing these days?
I'm really passionate and interested in identity and the intersectionality of being a British Black woman in the UK, in this generation but also the ones that came before. Connecting black women together, and making us feel represented and seen in our individuality is something I care about championing. Also, as I become more and more aware of my own mental health and struggles with it, the more I want to raise awareness of it and the different ways we all experience this crazy world. There is still a lot of stigma in our society about how depression and anxiety exist within us and present themselves, so the fight for the right support and care is essential, whilst banishing misconceptions.
The best part of having a following/influence?
Interesting question! I've never really thought about it properly. I guess a few things come to mind though, I've been able to reach and connect to a wide variety of people around the world through shared passion and appreciations which is a real blessing. I've also met a few of my closest friends in the world through what I do, and that's something I cherish a lot which wouldn't have happened without cultivating a network online. I hope by being my authentic self, and speaking up for people and causes I care about, I can impact the world in an arguably small but meaningful way in my community. And of course, getting to work with some of my favourite brands I thought I'd only ever work for, and everything that comes with that, is a real joy in my life
Greatest Jordan of all time?
How can you ask me such a difficult question! Ha, I'm kidding, but it can be quite subjective when it really comes down to it though. However, if I had to pick, I'd say the models that have had most impacted my life and therefore my 'greatest of all time' would be the AJ1 and AJ11. For the sheer effect they had on culture, fashion, basketball, society, black success etc., the exact greatest Jordan of all time is going to have to be the AJ1 OG Chicago. I hope a pair makes it to me in my life time.
Can we expect a Jordan x Jess Lawrence collab in the future?
I've been super fortunate to join the Jordan Europe family and work on some empowering projects with the brand this year, so to me that feels like a chance to collaborate with my life and personality which is a dream! But a full on collab? You'll have to watch this space as I try manifest that ASAP! Who knows what the future holds, right?
