A Vibe Called Tech Invited 4 Visionaries To Reimagine The Gucci X The North Face Collab – And The Results Are Captivating

“We’re partnering with Gucci on an ongoing basis to highlight Black creatives and Black platforms using their voices to tell stories about the Black experience present, past and future,” Charlene Prempeh, the founder of A Vibe Called Tech tells British Vogue. The creative agency’s latest project as part of its partnership with Gucci saw Prempeh, together with creative director Lewis Gilbert and the Stance podcast, invited to interpret the Italian house’s viral collaboration with outdoor brand The North Face.

A Vibe Called Tech called upon the talents of Alayo Akinkugbe (the founder of @ablackhistoryofart), the Italian Ghanaian visual researcher Theophilus Imani (@theoimani), Renata Cherlise of @blackarchives.co, and the British-Ghanaian curator, critic and art historian Osei Bonsu to interpret their concept: “Pioneers of the Past.” 

Each captured a self-portrait, all of which were then reimagined by collage artist Jazz Grant. “We’re all desperately in need of cultural nourishment at the moment and the images created by Jazz Grant, the ongoing work of the individuals whose portraits we’ve developed and the Stance Podcast are all great sources of creative sustenance,” Prempeh says. “Moreover, it’s important to continue the momentum of the summer and bring Black stories to the forefront as a matter of cause.”

The four creatives involved were keen to reflect the spirit of exploration at the heart of the Gucci x TNF capsule. Each one was invited to wear pieces from the release – including the coveted monogram puffer, chainlink bucket hat and knitted beanie – and snowscapes and vibrant colours were added by Grant to enhance the theme further still.

Akinkugbe, Imani, Cherlise and Bonsu also recorded conversations for the Stance podcast, discussing representation and Black image. “Alayo, Osei, Renata, and Theo are all helping the world to discover untold stories of Black people, having them involved in the project was a great opportunity to hear their voices and the inspiration behind their practices; highlighting the similarities and differences experienced by Black creatives around the world,” says Gilbert.

A Vibe Called Tech previously collaborated with Gucci back in October, that time joining forces with Manju Journal to offer a fresh perspective on the house’s famed Jackie 1961 bag. Wonderfully bright portraits shot by David N O Ansah and an accompanying film – directed by Kusi Kubi, Manju’s fashion director – comprised the unique project.