Cross Colours

Cross Colours is a fresh and innovative brand which has been producing great fashion finds for the past two decades. The label was launched by Carl Jones in 1989 and was initially a clothing brand targeting the African-American youth. Before starting Cross Colours, Jones worked for various fashion lines and started his own company called Surf Fetish. The company, which would turn out to be the predecessor of Cross Colours, had further support and vision through the persona of Thomas Walker, current vice president of the label.

Famous Asian-American DJ Steve Aoki is proud to wear his Cross Colours polo.
Famous Asian-American DJ Steve Aoki is proud to wear his Cross Colours polo.

The label aims to “clothing without prejudice,” (the slogan appeared in every Cross Colours garment) and at the same time create a diverse line of clothes which utilize a multi-dynamic design language. As the Parson’s School of Design-educated Jones puts it, “Cross Colours was a way to broadcast political and social messages-such as denouncing gangs or calling for racial unity-to the African American community, and eventually other communities as the clothes’ popularity spread.”

Although a seasoned veteran in the biz, Cross Colours was able to reinvent itself as a trendy streetwear brand when it became under Urban Trends Trading in 2007. Despite the modernization of the clothing line, Cross Colours is still able to maintain its style of traditional old school streetwear – and its socially conscious voice which gears towards the environment, culture, and music.

Cross Colours continues to reign as a label which is famous for old school designs brimming with social conscious political and social statements which are expressed through a unique and interesting way. The name speaks for itself – Cross Colours is a trendy streetwear fashion line which mirrors the different dimensions of a multi-cultural society. After all, Cross Colours was created to express its relevant opinions and enable people to promote their own style. As the label’s motto goes – Rock it, Feel it, Love it, Live it.

The Cross Colours collection is represented by four guys. The first is Curt who represents the “We are colourful theme.” He is creative, fun, and optimistic. There’s Cen, an outspoken flashy musician who represents the “We are the stars” theme. Cash who is third is definitely old school. He represents the start of the brand: “We are History.” And then there is Chris,  who represents the “We are in harmony” theme. He is relaxed, conscious, and clean.

The Cross Colours Women’s Collection, on the other hand, is represented by Candy (with Curt, for the colourful theme), Choco (with Cen for the stars theme), Cleo (with Cash for the history theme), and Cheri (with Chris for the harmony theme.)

Turntablists Guerilla Speakerz in Cross Colours merchandise.
Turntablists Guerilla Speakerz in Cross Colours merchandise.

Cross Colours is famous for its  baseball caps, baggy jeans, and headstrong shirts which bear the statements “Stop D Violence” and “Educate 2 Elevate.” The label is also famous for being worn by famous rappers and celebrities and launching the career of young designer Karl Kani. Cross Colours fans include turntablists Guerilla Speakerz, female RnB singer M.I.A., musician Krause, Djs Steve Aoki, Lars, Sven, Tettero, and The Cobra Snake, rock band Justice, and rapper Matchstik. Cross Colours apparel have also managed to secure face time in different media outlets, such as Cosmo girl, FHM, Super Super Magazine, Blend Magazine, WAD Magazine, Avant Garde and Link magazine.

Cross Colours merchandise are available in stores across the nation and in select boutiques in the Netherlands, Belgium, France, Lithuania, Italy, Switzerland, Czech Republic, Denmark and Germany. You can also get cool Cross Colours finds from its official website, www.crosscolours.com, and at Karmaloop, Front Line Shop, Dialogshop, and Dress No Code.