Denim Tears
United States
Denim Tears is a New York based label founded in 2019 by Tremaine Emory, whose collections centre on the African diaspora and the history of cotton and slavery in America. No parent group is named in the sources reviewed.
| Founded | 2019 |
|---|---|
| Founder | Tremaine Emory |
| Flagship | 176 Spring Street, New York |
| Segment | Streetwear and youth culture |
| Website | denimtears.com |
What is Denim Tears?
Denim Tears is a clothing label founded in 2019 by Tremaine Emory. Its first collection was released on the 400th anniversary of slavery and explored the history of cotton and slavery in America. The official site says the collections centre on the African diaspora.
Founder and history
Emory moved to London in 2010 to work for Marc Jacobs, was creative consultant and brand director for Kanye West from 2016 to 2018, and was art and brand director-at-large for Stüssy before launching the label. He also co-founded the collective No Vacancy Inn and consulted for publications and brands including The Face, Off-White and Yeezy. From February 2022 to August 2023 he was the first creative director of Supreme.
Products and positioning
The official store lists denim, sweats and hoodies, headwear, tops and sweaters, shorts, trousers, outerwear, undergarments, jewellery, scarves, gloves, bags and kids' clothing. Denim Tears x Levi's was covered by Dazed in 2020. Other named collaborators include Frank Ocean, André 3000, Virgil Abloh, Tom Sachs, Theaster Gates and Hank Willis Thomas.
- Denim and graphic sweats at the core
- Cultural and historical storytelling
- Artist and brand collaborations
Business model and distribution
The brand sells online and through a flagship at 176 Spring Street in New York, operated under the name African Diaspora Goods, plus an Atlanta residency at Lenox Square Mall. Revenue and ownership are not documented in the sources reviewed.
Why it matters
Denim Tears shows how a founder-led label can use narrative and history as its core product, and it brought a creative-director appointment at a major streetwear house into the profile of an independent brand.
Frequently asked questions
Who founded Denim Tears?
Denim Tears was founded in 2019 by Tremaine Emory. He was also Supreme's first creative director from February 2022 to August 2023.
What is Denim Tears about?
Its collections centre on the African diaspora and the history of cotton and slavery in America, starting with a first collection released on the 400th anniversary of slavery.