Who is Tremaine Emory aka Denim Tears?


Spotted in multiple collaborations, from Champion to Levis to Converse and most recently Asics, Tremaine Emory continues to be the talk of the town. Also known as Denim Tears, he is one half of the jack-of-all-trades label No Vancancy Inn. The Atlanta native, raised in the Jamaica neighbourhood of New York’s Queens, has advised the likes of Kanye West, Frank Ocean, Virgil Abloh and Tom Sachs. His mission? To tell the story of African-American creativity and culture through his keen sense of style.

A pioneer of the multidisciplinary creative wave, Tremaine Emory was born in Atlanta, Georgia. He travelled a long road of exploration before founding his own labels Denim Tears and No Vacancy Inn. While the former is focused on creating his own clothing, the latter is a global nomadic collective that offers a melting pot of events/nightlife, art and fashion collections. He is moving forward with the highly respected Acyde Odunlami, former marketing director at Nike.

In 2010, Tremaine Emory moved to the UK. He earned his stripes at Marc Jacobs, where he worked for nine years before moving to London to take up a position as assistant manager. Now the American, whose work can be seen in the exhibition “In America: A Lexicon of Fashion” at the prestigious Met Museum, collaborates with a whole squad of brands and talents.

Brands such as Stüssy, Off-White, Levi’s, Converse, Nike, New Balance, but also artists such as the A$AP Mob and Frank Ocean have called on his committed vision. One of his latest projects was a collaboration with Asics around two colours of the GEL-MC silhouette. The models were inspired by a simple and personal story: the red clay of Georgia in which he spent summers playing as a child.

Much more than a simple search for hype, Tremaine Emory’s approach is to influence the world in an altruistic and positive way. In particular, he uses his fame to benefit societal struggles, such as his involvement with the Black Lives Matter movement and the Every Mother Counts association.


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