LABRUM DESIGNS NATIONAL SPORTS UNIFORM FOR SIERRA LEONE
The Official Kits are for all 16 Disciplines, including the 2020 Olympics
London-based designer LABRUM has completed the new National Sports Authority Sierra Leone uniforms for both National Sports and the official Olympics 2020 kit.
The new national uniforms are designed specifically for more than 16 disciplines, making use of two powerful prints presented in a vivid colour palette of green and blue. Created by LABRUM’s founder, Foday Dumbuya, alongside London-based agency Rosie Lee Creative, the uniform’s graphic print is inspired by the Sierra Leonean national flag.
The first graphic print interlocks L (LABRUM) with S (Sierra Leone) to form a bold repeating pattern, while the second print features sixteen zigzags, created in the silhouette of the iconic LABRUM triangle, paying homage to all ethnic groups of Sierra Leone.
The concept behind the print was born from a desire to depict the power that sport has in uniting people together. Hence why it was imperative for me to ensure the kit represents all 16 tribes of Sierra Leone. I believe tribes build a nation and a nation builds its people.
To accompany the launch, Dumbuya journeyed back to his birthplace of Freetown, Sierra Leone, to connect with the local tribes that inspired his kit design. With the help of Converse, and together with his co-creative director and poet Julianknxx, they shot the accompanying campaign.
Styled by i-D’s senior fashion editor-at-large, Ib Kamara, the campaign features a striking photo series by Rafael Pavarotti, and a stunning short film from director Harry Deadman featuring beautiful stills photography by Ash Narod, all honing in on the power of sport to pay tribute to the city of Freetown. While embracing the bright future of the country and celebrating its wealth of raw talent, the models and actors were scouted from St Edward’s and St Joseph’s Secondary Schools.
Launching on the 25th of June 2020 at labrumlondon.com, LABRUM concurrently created a range of sportswear to be sold to the general public – while also making the national football kits available too. This unisex collection comprises of replica athletic vests for training, the national home and away football kits, sports socks and a tracksuit, with all proceeds going towards youth and sports development in Sierra Leone.
Activism through sport is not a new thing for LABRUM, with Dumbuya establishing the Freetown sporting charity, KING NAIMBANA II FOUNDATION in 2016, named after his father’s given chief title. In addition to funding education for underprivileged kids, the foundation provides children with running shoes, apparel and a training coach to help them realise their dreams of becoming athletes. Connecting sport, culture and community, LABRUM is making waves in London, Freetown and beyond.