Game Changers: Who Is Shaping the Future of Fashion

By Courtney Coleman

September 12, 2021

PYER MOSS BY KERBY JEAN-RAYMOND

Kerby Jean-Raymond, the founder and creative force behind Pyer Moss, has long been known for making bold political statements on the runway. This approach nearly cost him everything, but it also paved the way for his revolutionary impact on the fashion industry.

The Jacket That Started It All

Jean-Raymond's journey to fame began with a single piece: a camouflage leather jacket worn by Rihanna as she left a studio on January 28, 2013. As media outlets scrambled to identify the designer, Jean-Raymond's friends took to emailing blogs, saying, "Yo! That's my friend Kerby's jacket, he's on Instagram." This moment forced Jean-Raymond to quickly come up with a name for his brand.

The Birth of Pyer Moss

The name "Pyer Moss" has deep personal roots. It's derived from Jean-Raymond's Haitian mother's maiden name, Vania Pierre-Moss, which she adopted for easier citizenship in America. Jean-Raymond chose to spell it phonetically, both to differentiate from Pierre Cardin in searches and for its graphic appeal: four letters on top, four on the bottom.

Overcoming Adversity

Despite early attention, Jean-Raymond faced significant challenges. In July 2017, he had to buy back his company after a legal battle, leaving him with nothing to his name. While the public perceived success, behind the scenes, he was struggling to "make things shake."

The Reebok Deal: A Turning Point

Salvation came in the form of a deal with Reebok, which not only saved his company but also provided a platform for his message. Jean-Raymond used these collections to explore concepts like the "American All-star," focusing on "Black Cowboys" and the "Black Family." His success eventually led to his appointment as Reebok's creative director.

A Unique Approach to Fashion

Breaking away from traditional fashion strategies, Jean-Raymond chose to highlight legendary Black brands in every collection. He moved away from the celebrity-focused approach that had become standard in the industry, noting that many brands using that strategy no longer exist.

Celebrating Black Excellence

Growing up in East Flatbush, New York, Jean-Raymond was inspired by Kings Theater. For his Spring 2020 show, he chose this venue to "magnify the beauty I grew up in, as opposed to harping on the trauma that used to restrict me as a man." The show featured "The Pyer Moss Tabernacle Drip Choir," an all-Black opera ensemble he had been developing since 2015.

Jean-Raymond continues to push the message of Black excellence through multiple avenues, always staying true to his vision and refusing to be influenced by others. His unique approach and unwavering commitment to his beliefs have solidified his position as a true game-changer in the fashion industry.

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Works Cited

“Kerby Jean-Raymond and Jason Rembert's Talk Through Their Start in Fashion: Sauce Talk.” YouTube, VICE TV, 31 March 2020, https://youtu.be/88yjC7SGgtQ

“Kerby Jean-Raymond of Pyer Moss.” YouTube, HYPEBEAST Radio, 16 Jan. 2020, https://youtu.be/ix2rTUaHQmI 

Freeman, Liam. “The Rise and Rise of Pyer Moss.” Vogue Business, 28 Jan. 2019, www.voguebusiness.com/fashion/pyer-moss-kerby-jean-raymond. 

Wolf, Cam. “Reebok Hires Pyer Moss Designer Kerby Jean-Raymond to Design—and Be Its Heart and Soul”, GQ, 30 Sep, 2020, https://www.gq.com/story/kerby-jean-raymond-reebok-creative-director 

M.H.Miller, “The Designer Changing How We Think About Fashion and Race in America”, The New York Times Style Magazine, published March 5, 2020, updated July 11, 2021, https://www.nytimes.com/2020/03/05/t-magazine/pyer-moss-kerby-jean-raymond.html 

“Kerby Jean-Raymond Gives an Inside Look to Pyer Moss Collection 3”, Youtube, HYPEBEAST, 27 Sep. 2019,  https://youtu.be/jVZmgw47VWA