Black Rooster, a black female-owned socially conscious brand has chosen Juneteenth as its launch date. Juneteenth marks the day when slaves in Texas were finally told they had been emancipated- two and half years after President Lincoln had signed the Emancipation Proclamation. Black Rooster chose this day to launch because its historical significance corresponds with the brand’s commitment to invoke awareness and stir consciousness.
The brand is dedicated to lifting the plight of people of color worldwide by putting relevant socially conscious and positive messages out in the forefront. When you wear a Black Rooster tee, you are saying something worthwhile even if you never open your mouth because the tees carry timeless messages that put the focus on humanity.
The first shirt, titled, ‘Equal Except’ has the names of unarmed African Americans who were killed when just doing regular things most take for granted or even heroic things- things most would never consider dangerous. This tee highlights the fact that things like disembarking a train, pulling out a wallet, sleeping, jogging and shopping at a deli can result in death for African Americans.
“These lives must be remembered, and their murders never forgotten. If anyone doesn’t get why change is needed; why people of all ethnicities and creeds are peacefully protesting, they only need to see this shirt,” says Jones Salter. ‘Equal Except’ will be released for pre-order at 12pm (EST) on June 19th. 5% of t-shirt sales will be donated to social justice initiatives. To purchase, visit www.blackroostertees.com.