Pyer Moss announces global launch of 'American, Also' AW18 collection

By

Gabriella Lacombe

Published
Oct 10, 2018

Men's and women's apparel brand Pyer Moss announced the launch of its Autumn/Winter 2018 collection, the first installment of the brands "American, Also" collection series. The new Autumn/Winter line will be available with global retail partners, as well as on Reebok.com and PyerMoss.com. 

In a press release, the brand said the new collection "aims to reverse the erasure of the contributions of African-Americans and other minority groups in the context of American culture."

The brand traveled across the U.S. for the new collection's campaign, stopping in Chicago's Southside, Baltimore, Brownsville and Los Angeles.

Following up on Pyer Moss' fall 2018 muses, 19th century black cowboys, the brand's representatives prompted select "modern-day cowboys" in each area with the question, "Do you feel American?" for the collection campaign. 

The final campaign is a collection of eight trailers, one 15-minute film scored by Raphael Saadiq, and still photos shot by Rubberband and designer Kerby Jean-Raymond.

Featured persons include literal and figurative cowboys like Ameena Matthews of Violence Interrupters, Valencia Clay, the Cowgirls of Color, the Compton Cowboys and Nadia Lopez of Mott Hall Bridges Academy.

In addition to the collection launch, the brand also relaunched its website with an easier user interface, improved product descriptions and faster checkout. The new website debuted on October 5, along with the global launch of Reebok by Pyer Moss and the Pyer Moss mainline.