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Golden State Warriors lead point guard, Steph Curry, has partnered with Rakuten to support emerging Black fashion designers. The Black in Fashion Council (BIFC) exists to create more opportunities for Black people in fashion and beauty.
“We envision workforces where Black people are represented and amplified at every level, holding jobs in both C-suite and junior-level positions, and can work alongside allies to create diverse spaces that directly reflect what the world actually looks like at large,” BIFC’s mission states. “To be clear, we want to encourage people in the industry to rise to the occasion, not just be called out so that we can see sustained, long-term change.”
Rakuten and Steph Curry’s partnership highlights Black in Fashion Council designers.
Rakuten is a popular shopping platform that offers a cashback percentage when you shop online using their link. Steph, an NBA Champion and two-time MVP, will help to increase awareness of BIFC through Rakuten.
In an October 2023 interview with Sports Illustrated, Steph shared how he’s watched the fashion and sports worlds align.
“It’s a wild experience for me. Just because when you grow up being in sports, you understand that fashion, culture, and sports all collide in terms of how people express themselves on and off the court, what shoes you’re wearing, how you look.” Steph shared. “Now with the tunnel walks, how us as NBA players show up to games gets as many eyeballs as maybe the game does.”
A dress code rule catalyzed the merging of the NBA and fashion worlds.
The NBA saw a dip in viewership when Michael Jordan retired after the 1998-1999 season. Then, in November 2004, in a game between the Indiana Pacers and Detroit Pistons, a fight broke out. Dubbed the “Malice at the Palace,” the fight involved players and fans alike. In response, in October 2005, Commissioner David Stern instituted a dress code. It was an attempt to improve the image of the NBA. Initially, some players believed the dress code was an attack on hip-hop culture. Several were outspoken about how pointed some of the prohibited clothing was. Over time, competitiveness took over the pre-game ritual. Players started showing up in designer suits, wanting to outdo each other.
Steph’s partnership with Rakuten will directly help Black designers.
Steph tells People Magazine, “Most of the designers I’ve met for the first time. I heard their stories of how they got started in the industry and what inspires them and their brand. I met with Paul Richards, Keith Herron, and Des Pierre in person and saw their excitement about what it means to work on this project together. You’ll be able to see me wear their looks on the tunnel walks, and then you’ll be able to shop for their looks through Rakuten’s services.”
The three designers Steph mentioned are Paul Richards from Pierre Blanc, Keith Herron from Advisry, and Des Pierre from Des Pierrot.
You can support Steph Curry’s partnership with Rakuten by shopping through Rakuten for some of your favorite tunnel walk looks. The BIFC has a complete list of designers you can support on its website.