It is no secret that the world of streetwear is dominated and geared toward men. With women’s increasing buying power and growing influence in the world of sneakers and streetwear, many have began to welcome women into a world they have always loved but never been accepted in. We have entered a new age and companies are getting with the times by highlighting more female streetwear designers and influencers and pushing for more female-focused streetwear and sneakers products. Foot Locker is the latest company to recognize women in the streetwear with their latest initiative known as Behind Her Label.
Foot Locker’s Behind Her Label platform plans to shine a spotlight on women who are breaking barriers and have proven to quite influential in streetwear culture. In a press release, Foot Locker Women’s Director of Marketing Alexis Stoll-Scigliano tells, “Foot Locker created ‘Behind Her Label’ in an effort to close the gender gap between male and female designers in streetwear by providing an elevated platform and the global reach of Foot Locker to grow their emerging brands.”
To commemorate the launch, Foot Locker teamed up with three emerging female streetwear designers including Olivia Anthony of LIV Streetwear, Amanda Litzinger of Stickybaby, and Shana Sadeghi-Ray. Each woman was given the opportunity to tell their stories and inspirations behind their growing brands and design their very own capsule collection with Foot Locker.
Olivia Anthony is the Alabama-bred designer behind the LIV Streetwear brand. You may remember Olivia and LIV Streetwear from our interview back in October 2019. Her brand is known for empowering not just women but everyone to “liv” and be their most authentic selves through vibrant colors and bold prints inspired by the 90s.
Based in New York, Amanda Litzinger heads the Stickbaby brand! Stickybaby offers repurposed vintage and made-to-order clothing with sustainability and low-impact production at the forefront. Pieces draw emotional expression through quotables like “listening to lovers rock in the bedroom” and “miss you bad”.
Shana Sadeghi-Ray is a multidisciplinary artist with a background in fine arts! From apparel to sculptures, the Brooklyn-based artist creates pieces inspired by fandom culture, dollar stores and her love of basketball.
Be on the lookout for their collections in November which will be available on each designers’ individual websites!
Credits: Art Direction: @helennaaa; Photography: @emilyhlavacgreen; Producer: @steffliiii; Photo Assist: @ursprinz; Set Design: @victoriashchep; Editor: @hannasturwold; HMUA: @damarismua; DP: @jamesmckenziedp; Gaffer: @averybowling_; Sound: @el_mowri; Covid Police: @mrjuicebox / @sicilyanne; Creative Director, Director: @the_nichols; A @palettegrp production; and studio: @monaliza.studios