Cross Colours
United States
Cross Colours is an American streetwear label founded in Los Angeles in 1989 by Carl Jones. It became a leading urban fashion brand of the 1990s and relaunched in 2014.
| Founded | 1989 |
|---|---|
| Founder | Carl Jones |
| Founding location | Los Angeles, California |
| Relaunch | 2014 |
| Website | crosscolours.com |
What is Cross Colours?
Cross Colours is an American apparel label founded in Los Angeles, California, in 1989 by Carl Jones. It is owned and operated by its original founders, Carl Jones and TJ Walker.
History
Jones launched the brand after earlier work in fashion and a T-shirt company, Surf Fetish. Cross Colours grew into a major urban fashion label of the early 1990s, with its products sold through more than 3,000 retail outlets in 1993. It depended heavily on one national chain, Merry-Go-Round, and was affected by that retailer's expansion and bankruptcy.
In 2014 the brand relaunched as a multistyle street fashion label aimed at a broader multicultural audience, returning to US retail for Spring/Summer 2014.
Products and positioning
- Baseball caps, baggy jeans, T-shirts and jackets
- Bright colours with slogans such as "Clothing Without Prejudice"
- Apparel and accessories for men and women
Distribution
The 2014 relaunch was sold at Jimmy Jazz, DTLR, Sheikh Shoes, Zumiez and Nordstrom.
Why it matters
Cross Colours is widely cited as a forerunner of 1990s streetwear, and its revival shows the lasting commercial value of heritage urban brands.
Frequently asked questions
Who founded Cross Colours?
Cross Colours was founded in 1989 by Carl Jones in Los Angeles, with TJ Walker as co-owner.
What does Cross Colours sell?
It sells streetwear apparel and accessories such as caps, baggy jeans, T-shirts and jackets.