With the rise in conscious consumerism, brands that have a positive impact on communities and/or the environment are getting their just due. One brand that’s on a continuous upward trajectory is KROST. Founded by designer Samuel Krost, the New York-based clothing label balances delivering luxury streetwear staples with philanthropic efforts. Firstly, this allows consumers to feel good about supporting the brand. Secondly, it keeps issues such as gun reform, food insecurity and climate at the center of their ethos. Keep reading to learn about the inspiration behind KROST’s ongoing mission.
The Inspiration Behind KROST’s Mission
Krost started this company in 2018. It was following the March for Our Lives organization formed in the wake of the Parkland school shooting. Krost had experience working at a men’s luxury swimwear brand called Onia. He also worked alongside fashion executive Andrew Rosen at Helmut Lang. This experience led Krost to want to create clothes for a greater cause. “It was so inspiring to me. Listen, we’re not here curing cancer; we started a clothing line, right? But we want it to be so much more than that. We want to be a brand that positions itself first and foremost for its message and its story,” he said in a 2019 interview with StockX.
Months after KROST was founded, the brand collaborated with March for Our Lives on a T-shirt that commemorates the lives lost in the shooting. “We designed a flower with 17 petals in commemoration of the 17 lives lost. Then, [the] March For Your Lives team came up with Save Your Friends as a play on Support Your Friends. I thought that was amazing,” Krost added.
This monumental collaboration set the tone for KROST as today the brand has partnered with Australian, No Kid Hungry and other non-profit organizations to address a variety of social issues. In the video below, Krost and creative director Scott Camaran speak about building this community-oriented brand.
KROST’s Newest Collection
While KROST is heavily driven by their mission, the clothing is just as important. The brand released their Spring/Summer 2023 Collection on Friday, March 17. This collection features unisex, nature-inspired pieces including the Tree Line Sweater ($200), Chainstitch Pant ($175), and Landscape Jacket ($395)—all made from 100 percent cotton fabric.
A portion of proceeds from the entire collection will go to Eden Reforestation Projects, a non-profit that works to restore natural landscapes in countries such as Madagascar, the Philippines and Brazil. This is KROST’s second time partnering with Eden as they first worked together in 2020 to plant over 12,500 trees in six different countries to celebrate the brand’s Fall/Winter 2019 collection.
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As KROST continues to remain at the intersection of fashion and social justice, the limit of storytelling for the brand is endless. “I love fashion, but I look at apparel as my first tangible vehicle of trying to tell a story. Now the vision for the brand is how many additional vehicles can we create to go and broaden that story, and create this community,” Krost concluded.
Featured image credit: KROST