Carl Jones: The Story Behind Cross Colours Founder

In the dynamic world of fashion, few brands have left as indelible a mark as Cross Colours, renowned for its colorful and cultural apparel. Founded by Carlton Banks, Carl Jones, and Jamal O'Ryan in 1989, this iconic streetwear label was more than just a clothing line; it was a statement of cultural pride and self-expression.

Based in Los Angeles, California, Cross Colours was born out of a desire to create clothing that reflected the vibrant, multicultural spirit of the city. With a bold blend of bright colors and dynamic patterns, the brand quickly became synonymous with the expanding hip-hop scene and urban fashion of the '90s.

The Genesis of a Trendsetting Brand

It all began when founders Banks, Jones, and O'Ryan, who were also friends, recognized the need for clothing that resonated with the urban youth of their time. They combined their love for fashion and music to create something unique, fresh, and full of life.

Cross Colours was not just a fashion statement, but also a symbol of unity and pride within the urban community. It celebrated the diversity of the scene, reflecting the loud and proud spirit of its wearers, who were mostly African American, Latino, and Asian youth.

The Iconic Logo

The brand's signature 'X' logo, with CROSS COLORS spelled out across it, was more than just a design choice. It was a symbol of the crossroads of cultures that the brand represented, with ' Colors' being deliberate to emphasize the inclusivity of their fashion.

This logo, featured prominently on their apparel, was a testament to the brand's commitment to walk the talk of their cultural celebration - a tangible tie between the brand and its community.

Collaborations and Endorsements

Cross Colours' influence was immediate and widespread. Their clothing was embraced by celebrities, athletes, and musicians alike. Celebrities such as Tupac Shakur, Will Smith, and Kobe Bryant openly endorsed the brand, further cementing its status in popular culture.

In the '90s, Cross Colours also collaborated with NBA teams for special-edition jerseys, further infusing their urban aesthetic into mainstream sports culture. These collaborations were a testament to the brand's ability to transcend traditional fashion barriers and reshape the cultural landscape.

The Resurgence of Streetwear

After facing financial struggles in the late '90s, Cross Colours went through a rebranding period in the early 2000s, diversifying its product range to appeal to a broader audience. However, the heart of the brand - its commitment to cultural celebration and self-expression - remained unchanged.

In recent years, with the resurgence of streetwear and its increased acceptance in high fashion, Cross Colours has found itself back in the spotlight. The brand has continued to maintain its relevance by staying true to its roots, catering to both nostalgic customers and new generations of fashion enthusiasts.

Fashion Shows and Retail Space

Cross Colours has marked its return to the fashion scene with successful runway shows, such as their 'Generation Next' collection launch at New York Fashion Week in 2019. This collection paid homage to the brand's history while looking forward to its future, capturing the essence of '90s streetwear while incorporating contemporary design elements.

Besides the fashion shows, the brand has also opened retail spaces in urban areas, providing dedicated physical spaces for connecting with customers and growing their community.

Today, Cross Colours stands as a testament to the power of staying true to one's origins and the timeless appeal of celebrating cultural identity. As a brand born and bred in the streets, it remains a beacon of inspiration for those seeking to express themselves through fashion. With its rich history and enduring relevance, Cross Colours continues to be a symbol of pride, resilience, and bold self-expression in the world of streetwear and beyond.