Sunday marks June 16, and while some brands are still researching how to recognize the newly-coined federal holiday, others are finding meaningful ways to support it.
Juneteenth, which falls on and is named after June 19, commemorates the emancipation of enslaved people in the US.
The holiday, which has been celebrated by black families for generations, is now more widely recognized. As such, more US companies, including beauty and fashion brands, are branding it in multiple ways.
Because of what the holiday acknowledges, it can be tricky to navigate without unwanted commodification (Walmart Inc. recently recalled its Juneteenth ice cream after widespread backlash from the consuming public). However, for those trying to approach it carefully, it can prove to be a valuable moment to implement efforts to further the ongoing fight against racial oppression.
Here, WWD highlights the brands that are stepping up to honor Juneteenth.
brunette girl jane
This year, vegan wellness brand Brown Girl Jane is having a site-wide sale for 19 percent off all of its products and donating the proceeds to Until Freedom, an organization that focuses on criminal justice reform.
Brown Girl Jane products include CBD supplements, fragrances, and tinctures to help reduce stress and improve mood.
Nia Jones, co-founder and chief impact officer for the wellness brand, said, “As a company focused on the wellness of black and brown women, Juneteenth Day is an acknowledgment of progress and a reminder that we have a lot of work to do. We hope that our tribe will join us in support of Hasta la Libertad in its fight against poverty, inequality and police violence.”
cheer up new york
Áwet New York luxury loungewear brand, founded and operated by eritrean former refugee designer Áwet Woldegebriel, will launch an exclusive capsule tracksuit collection on June.
The limited-edition hoodie and sweatpants set is called “Forward Lines” and is made of a French terry blend with multicolored interlocking lines designed by London-based artist Caroline Harris, who was 2020 Queen Sonja Print nominee Awards, the most important award in the world. for graphic art. The design represents the race relations discussions Woldegebriel facilitated on Martha’s Vineyard in 2020, and pays visual homage to George Floyd and the ongoing fight to dismantle systemic racism.
Additionally, the brand will donate 30 percent of the proceeds from the limited edition to the NAACP and the National Urban League, organizations that support underserved communities in the fight for economic, educational and civil rights.
Sephora is bringing its June 16 commemoration to Times Square.
On June 19, the multinational beauty retailer said it will “feature an illustration that communicates the day” by African-American artist Kristie Marshall on its social media platforms. And in honor of Dr. Opal Lee, “the grandmother of Juneteenth,” as the company noted, Sephora will feature Lee on a billboard above Times Square Sephora.
“Sephora continues to support and amplify Black voices throughout the year and is excited to highlight and celebrate the variety of holidays that have meaning throughout the year,” the company said.
Addis VIV, an emerging Black-owned home decor brand dedicated to “creating sacred spaces,” is partnering with Trinidadian artist Miles Regis to launch a limited-edition candle in support of protecting Black and Brown men from the racial injustice.
The candle, which was launched on June 15, features the silhouette of a father and son looking at each other, and black wax with two wicks to represent the skin of the father-son duo. Bete Agonafer, founder of Addis VIV, says the idea for the candle came after witnessing racial injustice in 2020, and its launch will be followed by a digital campaign on June 19.
The digital campaign is meant to commemorate June 16 and Father’s Day, which fall on the same day this year, and will feature political commentator Angela Rye. In addition, the brand will donate 50 percent of the net proceeds from its first collaboration to the Equal Justice Initiative, a nonprofit organization that provides legal representation to wrongfully accused prisoners, prisoners who do not have affordable access to legal representation, and prisoners they could have been denied a fair trial.
camille rose natural
To celebrate June 16, African-American-owned natural hair care brand Camille Rose Naturals is hosting a Beauté Noir Fest in Atlanta. The three-day event will honor Black creatives and Black-owned businesses.
Attendees will enjoy a tribute dinner and VIP brunch on June 16 and 17, followed by a festival with performances, including a fashion show and the opportunity to shop from Black-owned vendors.
Beauty brand founder Janell Stephens said the festival’s vision is “Afropunk meets BeautyCon” and promises that Camille Rose Naturals will donate a portion of the event’s proceeds to Moving in the Spirit, a creative development program. youth in Atlanta.
BruceGlen, the Black-owned, Los Angeles-based luxury clothing and accessories brand, is hosting an invitation-only Trap & Soul brunch in Brooklyn, New York on June 16. The private event will feature a gospel performance, a lineup of Black-owned vendors, and brunch.
The Brooklyn-raised identical twins behind the brand are Bruce and Glen Proctor, ordained ministers turned fashion designers. The brand uses sustainable manufacturing processes and is known for its mixed-pattern garments and metallic bags.
Black Girl Sunscreen
The fast-selling black-owned sunscreen brand endorsed by Beyoncé and occupying shelves at Sephora, Target and Ulta will observe the holiday as a company, allowing employees to reflect and celebrate in their own way.
The brand offers affordable sunscreen (priced between $9.99 and $18.99) that absorbs into more pigmented complexions with non-toxic ingredients like avocado, cocoa, and vitamin C.
Jessi Jumanji and the labs
Jessi Jumanji, a digital artist whose work was featured on the Emmy Award-winning show “Insecure,” and The Labz, a platform that helps curate interactive web experiences, will dive into the metaverse to launch a virtual NFT gallery on June 18 .
The exclusive release, called “Afro-Omniscience”, It is made up of historically significant artifacts and images that Jumanji carefully selected from the Met Museum’s public domain digital art archive. The project is also made in collaboration with model, writer and activist Ebonee Davis, and Nigerian fashion photographer Obidigbo Nzeribe, whose portfolio includes Venus Williams and Daniel Kaluuya.
The virtual gallery will feature photos of Davis and other models Tiara Kelly, Balla Toure and Ashwell Boyd digitally decorated in armor and jewelry, portraying Jumanji’s vision of them as “mythological deities charged with protecting and preserving African culture.” The NFT gallery aims to restore African erasure years of history and influence the global conversation, as well as increase the visibility of black creatives in the NFT field.
Davis and Nzeribe will receive a portion of the launch proceeds for their creative contributions, with another portion going to Daughter, a nonprofit organization founded by Davis that sponsors trips to Africa for scholars from the African diaspora.