Labrum, the London-based British African fashion brand has collaborated with the National Sports Authority Sierra Leone, to design the official 2021 Olympics kit. Labrum is a British African heritage brand telling the untold story of West Africa to help bridge the gap between western and West African culture.
The label, headed up by Foday Dumbuya, who originally hails from the West African nation, have teamed up with the NSASL to form some of the most original kit designs around, furthering the brand’s mission to present a West African narrative through fashion. In two striking prints in the national colours – one an interlocking tapestry of the letters ‘L’ (for Labrum) and ‘S ‘(for Sierra Leone), the other a series of 16 concentric zigzags – the kit is a heartfelt ode to community and the potential that sport has to bring a nation together. Sentiments born from a visit back home by Dumbaya after a 20 year absence.
The accompanying campaign was recorded in Freetown, Sierra Leone. Dumbaya said: “It’s inspired by the 16 different tribes of Sierra Leone. One thing I’ve realized about Sierra Leone is its tribalism. People often don’t support people who aren’t part of their tribe.” For Dumbaya then, the the Labrum Sierra Leone 2020 Olympics shirt is a statement of unity, a call to all Sierra Leoneans to neglect tribal allegiance and instead unite as one nation. “It doesn’t matter if you’re from Freetown or from other provinces, all of us are represented as one unit.”
While the kit may not be debuting in Tokyo until 2021, Labrum and NSASL have decided to press ahead with releasing it to the public now, as originally planned. While we can’t promise that wearing it will bring you anywhere close to the impressive sporting standards of Sierra Leone’s Olympians, it’s the perfect gear for anyone hoping to run in their footsteps — or for cheering them on from the sofa, as you like.
Labrum x Sierra Leone Olympic is available to purchase on labrumlondon.com from 25th June.