Pyre Moss (High-end streetwear brand)

 As research is kept being done during the progress of writing the essay, I came across with this Youtube video talking about virtue signalling and cancelling culture in the fashion industry. This brand Pyre Moss was mentioned and led me to further research on the brand. After researching, I will probably replace this as one of the brand examples. This brand totally proved how a brand can contribute to the black community by spreading the black culture and bringing back the origin of different fashion items and trends. 

Pyre moss 

https://www.nytimes.com/2019/09/09/style/pyer-moss-brooklyn-fashion.html 

(by Vanessa Friedman, sept9,2019) 

• the label has explored the concept of fashion as a platform for commentary on American society and culture, in innovative, well-crafted forms that are simultaneously classic and contemporary.
• Luxury streetwear brand 
• Kerby Jean-Raymond of Pyer Moss unveiled the last in a series of three collections conceived to re-examine some of most basic American pop culture tropes through an African-American lens. In February 2018, it was the cowboy; last September, it was family time and the backyard barbecue; and this season, it was rock ’n’ roll. And it is at the service of actual life.
• Each time, he pulls in multiple collaborators (artists, formerly famous black brands) to expand his community
• It was about forcing a deeper reckoning at a time when race has become a dividing line in the country, and embracing a different understanding in order to move forward.
• So, for example, this collection, titled “Sister,” began with the history of Sister Rosetta Tharpe, a “queer black woman in the church,”

https://www.nbcnews.com/news/nbcblk/pyer-moss-celebrates-black-culture-during-fashion-week-n1051861 

(by Associated Press, 10Sept, 2019) 

• The 2019 New York Fashion Show 
• Remind the audience that rock ’n’ roll was born because of a black, queer woman 
• a stunning collection of clothes that ran the gamut from casual chic to red carpet gowns, all modeled by black or brown faces
• “The whole thing is really to recognize our worth, and us as black people, what we’ve contributed to what pop society is in America,” Jean-Raymond told The Associated Press after his show ended a little before midnight. “What I aim to do is to make disenfranchised people, black people, with this series and minorities and women, know and understand how important they are to this thing called America right now.”
• Before the show began, spoken word artist Casey Gerald noted the grim anniversary currently being marked worldwide — 400 years since the first enslaved Africans arrived in the United States. 
• “And I feel like black women are often erased from things, and I wanted to do this specifically for black women,” he said.