Philadelphia, PA, 19 May 2022
Fashion brand Lavish Cartel is using clothing to send a message. Its founder and CEO, Kenyan serial entrepreneur Wellington Kiiru, known on social media as Young Wellz, has previewed a new collection on Instagram with two bold words printed on every item: “End Corruption”.
The collection arrived ahead of Kenya’s general election on 9 August 2022, and its message quickly caught attention online, with influencers reposting the pieces before the official launch. With many urban fashion brands emerging from Africa, Lavish Cartel aims to stand out by pairing style with a clear social cause.
A decade of Lavish Cartel
Wellington Kiiru founded Lavish Cartel as an urban luxury fashion brand in 2012. To mark its tenth anniversary, he previewed a summer collection of “End Corruption” merchandise, including hats, T-shirts and hoodies.
According to the brand, the collection is designed to encourage people to be original and fearless in expressing themselves through colourful, playful fashion, while helping amplify calls to end economic corruption in Kenya. “Anyone can blend in with conventional clothing,” the brand says, but Lavish Cartel wants its pieces to carry a message that spreads on social media.
Celebrity and influencer support
Kiiru has helped the label win attention from a range of well-known figures. Its signature angel logo, shown wearing sunglasses and untied boots while looking down at a wristwatch, proved popular on Instagram when the brand launched. Lavish Cartel has been featured across YouTube, Facebook and Instagram and has been worn or promoted by personalities including Memphis Grizzlies player Desmond Bane, NBA skills coach Chris Brickley, then-NBA draft prospect Chet Holmgren, UK artists NSG, Russ Millions and Backroad Gee, Nigerian artist Hyzah and Kenya’s Jaymoulemsee and DJ Dyme.
Fashion as an experience
The brand has showcased its pieces at private parties and events and says its goal is to let customers make a statement without compromising on style or quality. It has also released NFTs alongside its collections, reflecting the personality of its angel logo.
Lavish Cartel designs and produces its clothing in Philadelphia, Pennsylvania, and Nairobi, Kenya. Like many independent labels, it adapted its plans during the COVID-19 pandemic, but its mission of using fashion to make a positive impact has remained the same.
Contact
- Company: Lavish Cartel
- Instagram: @Young_wellz, @Lavishcartel
- Email: workwithwellz@gmail.com
- Website: www.lavishcartel.com
Source: Lavish Cartel
