In a bold new move for the sportswear giant, Reebok named Kerby Jean-Raymond, Pyer Moss designer and 2019 CFDA/Vogue Fashion Fund winner, as the artistic director of the company's newest division, Reebok Studies___. Alongside the announcement comes word that the two parties' ongoing partnership, Reebok by Pyer Moss, will be also extended.
Initially proposed in 2018 by Jean-Raymond to Reebok's interim-head, Neal Taylor, the designer described the impetus for new venture as being "largely because I was inspired by their roster of talent." The new Studies___ division will apparently focus on developing young new creative talent and ideas, approaching one subject at a time.
"Having my own division at Reebok allows me a way to provide a pathway for bringing in designers, artists and personalities that we feel can marry well with the Reebok brand," Jean-Raymond says. "The Reebok leadership team sees a vision for the brand that's bold and unapologetic and I'm happy to be working with them."
This new development signals a promising new direction for the historic English fitness and lifestyle brand, which has been criticized in the past for a lack of diversity. "The creation of Reebok Studies___ supports the brand's commitment to fostering and developing young design talent and delivering products with a purposeful story," explains Karen Reuther, Vice President of Creative Direction at Reebok. "Kerby's connection to the socially conscious consumer and ability to storytell is unparalleled; we're excited to further infuse his creative spirit into our brand."
Photo courtesy of Reebok