Exclusivity is more in demand than ever and Richfresh offers it for Häagen-Dazs.
The bespoke tailor known as Richfresh and writer, producer and actress Lena Waithe have partnered with Häagen-Dazs to help advance under-represented designs and raise awareness of their #ThatsDazs campaign. The ice cream company has committed $ 1.5 million over the next three years to help organizations that help advance marginalized and underrepresented creators and taste makers. To kick off, the company donated $ 100,000 to the Hillman Grad Productions Mentorship Lab, a nonprofit that Waithe started to help marginalized storytellers connect and advance their careers at the television and cinema.
The latest campaign aims to encourage a new generation of artists, dancers, conductors and other creatives. The creatives will host an Instagram Live Thursday at 2 p.m. EST to discuss their creative endeavors and the striped custom tracksuit Richfresh designed for the ice cream brand. For each person who joins the live event, Häagen-Dazs will donate $ 1 to the Hillman Grad Mentorship Lab.
Reached in Los Angeles, Richfresh said he noticed Waithe checking his Instagram stories and suggested he meet two years ago. After hanging out for a bit, they collaborated on a tracksuit and “forged a really strong bond,” the designer said. “We just have a really cool relationship now that’s outside of the clothes.”
Waithe later told him to be just an artist, giving him complete creative freedom with any design for her and not wanting to know what he was planning, the designer said. “It’s a lot of confidence,” he said. “Getting that kind of confidence from someone with such a profile really made me feel confident as an artist. And it made me feel appreciated and valued.
After Wednesday’s chat, viewers can have a look at Richfresh’s handcrafted tracksuit made from neoprene-like fabric by following @HaagenDazs_US, tagging two friends, and liking the photo. Waithe’s involvement in the project and the ice cream maker’s goal of connecting with creatives to see their definitions of luxury won him over. “I think creatives are the root of a lot of what we think of as luxury,” he said.
The winner will be announced on Monday. Custom tracksuits start at $ 3,900. The one that will be offered is among only three in this style. Waithe and the designer will have the other two.
As a vegan, he no longer enjoys traditional ice cream as he once did. But her teenage daughter is a Häagen-Dazs fan. The colors of the custom tracksuit are inspired by some of the company’s flavors.
Richfresh will launch a bespoke collection for women with a photoshoot scheduled for later this month. A private screening will take place in the prominent Mount Olympus area in Los Angeles. A few stylists and key press members will be on the guest list to view the line, which will include handbags. “It’s about time,” said the designer. “… There are a lot of cool pieces in women’s clothing. this is my take on womens suits and womens sportswear and just things that i know you are going to wear.
Richfresh is also expanding its Henry mask company, launched in April 2020, to more markets and with other products. “We are just delighted to be able to offer people – who trust us for what is very important to them – their safety, more products to use on a daily basis. “