Brand NY Takes the City by Storm with Inspirational Fashion

Article written by: Angela L. Serrette
Posted on: September 7, 2009

Brand NY Fashion Inspirational T-Shirts and Accessories

Ever wonder how up and coming fashion executives and designers in our urban communities keep their businesses above water in turbulent economic times? Ever wonder what is their fashion inspiration?

For businesses in the urban communities, inspiration can come from personal growth and experiences directly related to the urban environment. This type of influence can spur the imagination,  desire and creativity to a point of wanting to give back to the community and surrounding areas.

Brand NY is such a company, also known as BNY. It was developed in the inner city and focused on inspiring upward thinking for the youth of tomorrow: a concept desperately needed in today’s times.  The Brand NY Studio is in upper Manhattan; the brand’s foundation is based in pride of being a New Yorker and being focused on success.  Enter Brand NY founder Mr. Black Toba Shabazz whose name means “Powerful, Mighty, Glorious”.

Mr. Black Toba Shabazz and one of several Brand NY designs in his studio

Black Toba Shabazz is the master force behind Brand NY.  Black Toba has a wide range of experience and talent ranging from music producer, writer to promoter that has allowed him to be in touch with some of the most famous entertainers known.   Black Toba has also chosen to allow his personal experiences as a youth to guide him to create fashions with inspirational messages to uplift today’s generation and those of tomorrow.  Many times inspiration may also come to Black Toba through music from the likes of RUNDMC, Chuck D, Slick Rick, Ice Cube all of whom Black Toba calls “great story tellers”. Other musical influences are The Jazz Crusaders, Wayne Henderson, giving Brand NY a “mix of musical culture” to be influenced by.

On occasion Black Toba will break down a song that inspires him to find a message to pass on to consumers.  Black Toba’s wrenching personal experiences with the loss of a loved one in 1993 was an epiphany and greatly impacted his life; so much so that Black Toba was silent for 2 years after his loved one’s death.

Black on black crime was and still is seen as a blight in the black community and this is another reason Black Toba and his design partner Walter “Funky Threadeez” Trottman IV are staying in the game to produce inspirational fashion products.  Says Black Toba “ I wanted to do something positive for our young people, something that would remind our youth to always look upward and forward.”  In doing so Black Toba would also be able to create a positive light in honor of his loved one who died at the age of 19.   Black Toba stresses “my love for and experience in the music business can be a driving force to create a product our youth can understand and pass on to others. I see the product as a mix of inspirational/ educational fashion linked to inspirational music”.

Brand NY production on Diabetes Awareness T-shirts

Toba also states, ” I see philanthopic endeavors for Brand NY that will expand our abilities to encourage and uplift the community for generations to come.” Presently, Brand NY produces special programs such as logo t-shirts for Diabetes Awareness in addition to their regular line.

Black Toba Shabazz and Walter Trottman IV in the court yard of the Brand NY Design Studio

Walter’s background as a fashion model, visual display assistant and background in banking and college degree business administration are key ingredients for Black Toba’s collaboration with him.   Walter’s enthusiasm and eye for color are key to developing the line and making sure the product stays within Black Toba’s concepts for Brand NY.  As per Walter, “I’m always looking for new ways to use color, looking for new inspirational phrases and graphic designs that will appeal not only to the young people but their parents as well.”

Brand NY is the next generation of  T-shirt and accessory designs New Yorkers are looking for and has a few new divisions in development.  One is called “Stealth” where the concept is keeping hip hop alive through fashion trends and graphics.  Another division is called “Team Swag” which promotes motorcycles, biker looks, skateboard looks, street chic, etc.  The organization already has a 5 year steady growth plan with long range goals to produce in New York and offshore.  Black Toba is strong on making sure they have a solid infra-structure, stabilized market positioning and keeping an uplifted momentum within the company.  As per Black Toba “we have to make sure all employees who are associated with Brand NY are of like-mind and feel the spirit of the concept and believe in what Brand NY stands for and yearns to encourage inner city youths to believe they can succeed in life.”  Global expansion is in discussion, previous orders have all shipped or are in the process of shipping and special orders for VIP customers are in production, such as custom designed family reunion styles, and custom boutique orders.  An online store is in development and completion scheduled for Summer 2010.  Licensing agreements will be considered by the end of 2011 that will feature an extended fashion line, educational products and some home decor.  They’re really on a roll.

Black Toba and Walter Trottman IV display a few of the phrases and colors assortments from their 2009 line

Keeping Brand NY in the forefront is done by using all avenues of media marketing such as Twitter, YouTube, Facebook, community fashion events, private showings, Brand NY blogging, promotional parties, community press releases, direct marketing and radio and television ads. Toba’s idea is to target advertising avenues that have a commonality that young consumers rely on.  The Brand NY website will have educational and fashion updates that blend with contemporary urban inspirational music.  Another fashion event is in planning for Spring 2010.   Plans are in talks to use the courtyard of the studio which will accommodate guests, press and a full fashion entourage complete with models and banquet.  The website will be geared towards empowering consumers with vital African American history, hip inspirational music all coordinated to the Brand NY clothing and accessory line.  Educating the consumer while they shop is a cool idea.

The uniqueness of Brand NY stems from the positive messages designed into the garments.  The most popular Brand NY message is one that says “Fly Fresh Focused”, which is geared toward influencing our youth to enhance their self confidence, always look for fresh ways to excel in life and remember to be focused and goal oriented.  “Conflict Free”,  is another popular message customers and retailers seem to like.   Messages that inspire youths to become doctors, lawyers, scientists, judges, teachers, artists, the skys the limit.   I had the privilege of seeing Brand NY preliminary ads that utilize children aspiring to be doctors, scientists etc.  The ads were very impressive and in line with Brand NY’s inspirational fashion concept.

Fly Fresh Focused Inspirational T-shirt from Brand NY

Garments are made of 100 % cotton and require easy care.  Phrases are screen printed, embroidered and hand painted onto everything from T-shirts to lite weight jackets and accessories.  A mix of urban wisdom, African American History, music and fashion make the line not only attractive, but educational.  Brand NY is geared towards being an extension of the community, encouraging the spoken word, without over sensationalizing, politicizing or targeting any religion.  It’s goal is to stimulate the mind of today’s youth, encourage them reach for their dreams and to be empowered with knowledge and confidence.

Another influence has been Dr. Joel A. Freeman’s website return to glory.orgwhich has celebrity supporters such as Bill Cosby, Julius “Dr. J” Irving, Dr. Ben Carson, and Joe Frazier.  Dr. Freeman teaches about black history stemming back to the Egyptian era. Dr. Freeman is also a museum curator and has a massive collection on African American artifacts.

Toba and Walter oversee all print color selections and screen printing process

From my view, it’s obvious Brand NY is on the right track. The “YES WE CAN” attitude is strong at the grass roots level.  This company is proving that business development and success from a small studio in Harlem is not impossible.  Driving forces?

Personal Tragedy
Passion for Success
Focused and Goal Oriented
Dedicated Staff, loyal customers
Brand Concept, Uniqueness, blending inspiration, education, music
Unity in Infra-structure
Strong Work Ethics
Aspire To Be and Do More

Black Toba and Walter make it look easy to develop Brand NY.   Hopefully their story will inspire others to follow their lead by staying Fly Fresh Focused.

Brand NY Color Board 2009