True Colors of Akademiks

The clothing brand akademiks is considered as one of the most popular brands of urban and hip-hop clothing lines today. This is because of its designs that clearly reflects the culture, music, and the community that hip-hop built. But what made it really popular is with the help of the top urban shop in the US, Dr. Jays. The story behind the conceptualization of akademiks stems from its founders, the brothers Donwan and Emmet Harrell as well as with Dr. Jays owner Elliot Betesh.

Before the akademiks was introduced, the brothers Harrell have first worked with other big names of the clothing industry, namely Donna Karan, Ecko, Phat Farm, and Donwan being one of the top 10 designers of Nike. Though they're making a lot of money from these brands, the brothers are still looking for some way on how to show their passion and talents as a clothing designer. This opportunity was given to them by Elliot Betesh, owner of Dr. Jays urban clothing store, when he approached the brothers to make a clothing line that could be considered as the next biggest brand in the urban community. And from this opportunity came the conceptualization of the akademiks branded clothing lines.

The akademiks is then founded in 1999 on the ideal of pursuing truth in fashion. The company's mission is to inspire and lead a youth fashion revolution with forward thinking individualistic collections that inspire personal style. This undertaking has evolved over 10 years with passion, creativity, and energy; culminating in a perfect revolution, "Insurrection Perfection." As the president, co-founder and creative director of akademiks, Harrell focuses on producing bold, well-designed fashions that are both classically cool yet effortlessly modern.

A long-time favorite of artists and entertainers, the Akademiks' aesthetic is influenced by the Arts. "Music has always been a dominating influence for us," says Donwan, "There are so many influences in street music -. It doesn't even have to be hip-hop. It could be a great trombone player, or rising underground DJ. If he has a progressive and authentic sound, then it's hot., and we are into supporting it." Today, the brand turns to female artists like M.I.A. and Kid Sister for inspiration as much as it does classic punk pioneers like Bad Brains, who revolted against the mainstream.

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