Reebok has just announced that Kerby Jean-Raymond will become its new global creative director. Jean-Raymond has worked closely with the brand over the past four years on Reebok by Pyer Moss. The new role gives the designer more creative control and will allow Jean-Raymond to extend his expertise beyond his ongoing (and highly-successful) collaboration.
“I am thrilled to be evolving my role at Reebok and joining the leadership team as the head of Creative Direction,” said Jean-Raymond. “I welcome this opportunity to help invigorate the brand with new ideas, while also focusing on instilling a sense of social purpose into our work.”
Officially listed as Vice President, Creative Direction, the Pyer Moss founder will work with the brand's Product, Global Marketing, and Development departments to implement his design strategy across all disciplines. He will also serve on the Reebok senior leadership team.
“Kerby is a fashion visionary with a bold approach who has established himself as a leader and a passionate activist,” said Reebok President Matt O’Toole. “We are incredibly excited about the impact he will have on Reebok from a design and brand purpose perspective and for him to bring his unique voice and direction to the Reebok brand more broadly. This is certainly a big opportunity for both Reebok and for Kerby – he understands the value of our rich heritage and iconic silhouettes and how he can build on that and take Reebok in an exciting and evolved direction.”
At Reebok, he will continue to merge fashion, culture, philanthropy, and wellness, leading the brand's "Product with Purpose" program in the fight against racial inequality. The first products under Jean-Raymond's creative direction are scheduled to arrive in 2022.
This year has been a monumental one for Jean-Raymond. He recently won the CFDA Award for American Menswear Designer of the Year and was also named Harlem’s Fashion Row Designer of the Year.
For more on the designer, check out our recent FRONTPAGE story where he speaks on the importance of defunding the police.
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