For those of us who have had the experience of attending college, we know the pride in buying our school’s spirit wear and rocking it on campus (I vividly remember my favorite sweats from the Bear Store when I attended Missouri State University). However, I can easily admit the lack of style and personality that most collegiate wear has, and for HBCU wear – it’s the conversation of making sure designs and products represent the history and culture of each HBCU appropriately.
Tones of Melanin has easily changed that narrative, being the first HBCU-Women-owned fashion brand that focuses on apparel for HBCUs. Tones of Melanin has had its apparel in major retailers such as Belk, Fanatics, Dick’s Sporting Goods, and has partnerships with over 20 HBCUs including Howard University, FAMU, and Grambling State University. Through these partnerships, as well as opportunities such as their collaboration with UPS, and being featured on Shark Tank Season 14 – Tones of Melanin has been able to provide career opportunities for HBCU students and graduates while also supporting philanthropy We were able to chat with the CEO & Creative Director Ashley Jones on the journey of Tones of Melanin:
Advisor. Staff: “As a Black fashion-based business, what are some challenges you see in the industry for other emerging brands?“
Ashley: “As a Black fashion-based business we often have challenges getting funding. Because we are consumer goods industries, grants often aren’t catered for us. We also have a hard time getting traditional loans from banks because they view our market as being fickle.”
Advisor. Staff: “UPS X Tones of Melanin: What has the impact been on Clark Atlanta’s fashion department with your collaboration funding scholarships for well deserving fashion students?“
Ashley: “Because of our collaboration with UPS we were able to fund scholarships for students at Clark Atlanta. I believe that by having a deeper cause people were more interested in our collaboration.”
Advisor. Staff: “Why is it important to highlight HBCU culture through fashion and furthermore, how do you see the shift of collegiate athleisure fashion in regard to inclusiveness?“
Ashley: “It is important to highlight HBCU culture through fashion because we need to continue to push the narrative on higher education in places on wider platforms. Collegiate athleisure is still very biased because of high fees and rules and regulations but African Americans are fighting through these roadblocks to still persevere.”
Advisor. Staff: “Shark Tank: how important was this moment being the first HBCU athleisure brand to be pitched to the sharks? And how has Mark Cuban’s investment & the Shark Tank experience help with the expansion and growth of your brand?“
Ashley: “It was important to be the first HBCU athleisure brand to pitch to the sharks to inspire other black owned licensed brands that their brands also matter. The Shark Tank experience added validation to what I had been working on for 3 years prior and added what I was doing on a larger platform for the world to see.”
Advisor. Staff: “What is one piece of advice you would give to a fellow Black fashion entrepreneur entering the apparel industry?“
Ashley: “One piece of advice that I would give fellow Black Fashion entrepreneurs entering the apparel industry would be to know your market and stay true to their wants and needs and to also never lose hold of your “why”.”
Make sure to support Tones of Melanin by visiting their website
