Streetwear Brand Kultured Misfits And LYS Beauty Give New Angles To Fashion Collaborations
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By Cassell Ferere originally published on Forbes.com
Lindsay Barnette founded Kultured Misfits in 2015, leaning on her disposition of not fitting in. Today, the Atlanta-based streetwear brand has collaborated with fellow “ATLien” Tisha Thompson of LYS Beauty, releasing a limited edition three-piece capsule collection called "Love Letters."
In celebration of Black Business Month, LYS Beauty, the first Black-owned clean cosmetics brand at Sephora, and Kultured Misfits have crafted a premium unisex streetwear collection that combines aesthetics while paying homage to Black Greek life, associated with HBCUs. This collaboration shares the sentiment of ‘not fitting in’ and has created a partnership between two brands that reflect a sub-cultured expression.
“I met Tisha, the founder of LYS Beauty, through my Director of Operations on my team. She is his sister-in-law, and she’s been a big supporter of KM over the years,” Barnette details. “When I heard she was launching her own beauty brand and what LYS stood for, I just knew we needed to work together.”
“We spoke more - the synergies just became obvious that our brand messages of ‘Love Your Self’ and ‘We Were Never Meant To Fit In’ really were speaking to similar audiences and encouraging similar messages.
The "Love Letters" collection promotes a message of self-love, authenticity, and empowerment, something both Barnette and Thompson know all too well. Lindsay Barnette, Creative Director of Kultured Misfits, also emphasizes this collaboration as significant in encouraging people to embrace their individuality - the label's ethos.
Barnette explains, “When we thought about beauty, specifically from the LYS brand standpoint, we looked at color palettes, bold, striking details, and versatility to speak to a wide range of women. From the streetwear side, we looked at the silhouettes, the fabrics, the cuts, and the versatility/function that the pieces could bring. Ultimately we wanted this collection to feature pieces that felt both feminine and street, at the same time. It needed to speak to the relatability of the everyday woman mixed with the luxury found in both beauty and streetwear, telling the story of both brands in one.”
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