By The Drop – Focus Rich Clothing Blog
Category: Streetwear Culture – Series: Flowers
Tags: Focus Rich Clothing, Cross Colours, 90s streetwear, Black fashion pioneers, LA streetwear, Flowers series, South Central entrepreneurs, Focus Rich brand, streetwear history
Flowers for Cross Colours: The Brand That Turned Clothing Into a Movement
In the early ‘90s, before social media made “statements” easy to share and before streetwear was invited into fashion week, Cross Colours was already loud, proud, and speaking truth to power.
In this Flowers series tribute from Focus Rich Clothing’s blog The Drop, we honor Carl Jones and TJ Walker — the co-founders of Cross Colours — who forever changed what streetwear could be. Not just a look. But a message.
The Origin of a Movement
Founded in 1990 in Los Angeles, Cross Colours didn’t just sell clothes — it preached purpose. Its iconic slogan — "Clothing Without Prejudice" — was more than a tagline. It was a mission statement, proudly printed on tees, jackets, and caps in bold Pan-African colors that stood for unity, pride, and empowerment.
At a time when most fashion brands ignored young Black voices, Cross Colours did the opposite — it amplified them.
The brand gained immediate momentum when hip-hop artists like Tupac Shakur, Will Smith, Dr. Dre, and Aaliyah wore their designs on national TV and music videos. But what set them apart wasn’t just the fits — it was the message stitched into every piece.
How Cross Colours Inspired a Generation of Streetwear Brands
Cross Colours was one of the first brands to fuse activism with fashion, paving the way for streetwear to become a canvas for cultural commentary. Long before fashion brands used social justice messaging for marketing, Cross Colours was already pushing “Stop the Violence” and “Educate to Elevate” on its clothing — real statements with real weight.
That legacy directly influences brands like Focus Rich today.
Based in Los Angeles and deeply rooted in hip-hop culture, Focus Rich Clothing draws from that same energy — telling stories through fashion, representing marginalized voices, and using design as a form of cultural resistance. Much like Cross Colours, Focus Rich represents more than style — it represents stance.
The Fall, Rise, and Return
After rapid success in the early ‘90s, Cross Colours faced industry backlash, retail shutdowns, and internal shifts that led to its decline. But in recent years, the brand has experienced a resurgence, aligning with a new wave of creatives and activists who grew up inspired by its impact.
Their story mirrors the resilience of so many independent, Black-owned streetwear brands — including Focus Rich — navigating a world that rarely makes space, yet always borrows style.
Giving Flowers Where They’re Due
Carl Jones and TJ Walker didn’t just build a brand. They built a movement that made fashion more inclusive, more political, and more powerful.
As Focus Rich grows and inspires a new generation of tastemakers, we recognize that our path was paved by people like them. This isn’t just a look back — it’s a commitment to carrying that torch forward.
Final Word: From the Streets to the World
Cross Colours taught us that streetwear isn’t just fashion — it’s protest. It’s pride. It’s power. The messages they printed in 1990 still ring true today.
Focus Rich proudly gives Cross Colours their flowers — for reminding the world that clothing can challenge systems, uplift communities, and speak louder than words ever could.
Discover more designer tributes in the Flowers series on The Drop blog. Stay tapped in to the next Focus Rich Clothing drop by visiting the official shop