Cross Colours, founded in 1989 by Carl Jones and TJ Walker, made a major mark on streetwear by combining bold, Afrocentric designs with strong social messages. Their brand quickly became a staple of hip-hop culture, known for its vibrant color palette and statements like “Stop the Violence” and “Educate to Elevate.” With celebrity endorsements from figures like Tupac and TLC, and exposure on shows like In Living Color and The Fresh Prince of Bel-Air, Cross Colours gained widespread popularity, making it a cultural icon.
The brand’s impact went beyond clothing, using fashion as a platform for activism. Cross Colours became a voice of unity and empowerment during turbulent moments in American history, like the 1992 Los Angeles riots. It was also one of the first streetwear brands to break into mainstream retail, securing placements in stores like Macy’s and JCPenney, which paved the way for other brands to follow suit.
However, despite its success, Cross Colours struggled with rapid expansion and over-reliance on major retailers. When its largest retailer, Merry-Go-Round, went bankrupt, the brand couldn’t recover. As a result, Cross Colours went dormant in the late 90s, with competitors like FUBU and Fat Farm taking its place in the market.
The brand’s resurgence came in 2019, fueled by a wave of 90s nostalgia and legal battles to reclaim its trademark. Today, Cross Colours continues to resonate with consumers who value its rich history and commitment to social consciousness. Its journey from rise to fall and back again serves as a reminder of the lasting power of bold designs and meaningful messages in shaping culture.