Vokal (fashion brand)
| Company type | Private |
|---|---|
| Industry | Fashion |
| Founded | St. Louis, Missouri, United States (1997) |
| Founder | Cornell "Nelly" Haynes Jr, Yomi Martin and Nick Loftis |
| Products | Apparel and Accessories |
| Website | www.vokal.com |
Vokál is a Hip Hop fashion brand launched in 1997 by Mohammed Martin, Cornell "Nelly" Haynes Jr, and Nick Loftis. Vokál's team began selling T-shirts, jerseys, and custom clothing from their homes and car trunks. Nelly and his group St. Lunatics started performing in the area of St. Louis and with Nelly’s first solo album release both became known nationwide. The brand essentially grew right along with the career of Nelly and the St. Lunatics.[1]
History
Vokál was launched in 1997 as a Hip Hop Fashion brand by Yomi Martin, his cousin Cornell “Nelly” Haynes and Nick Loftis.[2] They wanted to launch a new brand which was not driven by big marketing budgets and that did not have standard logos and designs. Yomi and Nelly were looking for a new innovative brand with daring and unique designs where the clothes speak for themselves.
For their first production they each paid $100 to have 30 T-shirts made featuring the St. Lunatics.[2] The St. Lunatics are a rap crew from St. Louis, Missouri formed by rapper Nelly and his hometown friends. Yomi Martin sold the shirts for $20 each at a concerts of the St. Lunatics. With these sales of these shirts and jerseys at concerts and out of car trunks Vokál began selling successfully within the county limits of St. Louis.
While Yomi Martin was focussing on the Clothing line, Nelly focussed on his musical career and that of his group St. Lunatics. Over time, Vokál was officially creating custom jerseys for superstar and co-founder Cornell "Nelly" Haynes Jr, as well as his cousin's Hip Hop group, the St. Lunatics.[1] With the group's name growing in popularity, Vokál even began touring with the St. Lunatics, representing Vokál and selling clothing after the St. Lunatic's events. Many people wanted to buy what the then, independent artists were wearing. Not only consumers started wearing Vokál but also other independent artists and athletes.
When Nelly’s debut album Country Grammar (2000) spent 7 weeks on top of the U.S. Album Charts and went 9 times platinum, fuelled by the enormous success of the title track.[3] With this debut Vokál was instantly known in the entire United States, Vokál essentially grew right along with the career of Nelly and the St. Lunatics.
The first official collection was launched in 2001 and while Nelly was extremely busy he still had a great influence on the collection for Vokál. This paid off right away because the sales immediately skyrocketed. Not only consumers started wearing Vokál but also other independent artists and athletes. In 2007 Vokál started its European collection.
Nelly
The success of his first solo album Country Grammar launched him to stardom. Not only did he score three big hits (including “Ride Wit Me”) with his first album, he also won a Grammy award.[4]
His second effort, Nellyville (2002), included the hits "Dilemma" and "Hot in Herre" and was nominated for five Grammy awards, including Album of the Year. In 2004 Nelly released two albums at the same time, Sweat and Suit, and in September they briefly held the two top spots on the charts. Nelly has been equally active as a businessman.[5] In 2004 he became a minority owner of the NBA's Charlotte Hornets basketball team. He is also the CEO of Derrty Entertainment, his own company formed in 2003.
Nelly became an MTV favorite with his stylish band-aid on one cheek. At first, Nelly wore the Band-Aid to cover up a basketball injury. After that scar healed, Nelly kept wearing it in honor of ex St. Lunatic Lavell Webb (a.k.a. City Spud), who collaborated with Nelly on his hit song 'Ride Wit Me'.[6] Nelly says that Webb, who is serving a 10-year sentence for robbery, is innocent. 'I know when he sees me on TV and sees me wearing this Band-Aid, he knows I'm wearing it for him,' said Nelly.[7]
Brand name
The clothing label, titled Vokál, stands for "very organized kids always learning".[2]
Being Vokal simply means, let your actions do the talking in a positive manner.[8] Both Nelly and Yomi Martin wanted to produce clothing with strong designs- the slogan is ‘Vokál, the clothing speaks for itself’.
" Vokál means `speak for yourself' and this clothing speaks for itself," says Nelly.
Vokál gear
At the time, Vokál 's team of Yomi and Nelly were creating pieces that were mainly inspired by the home metro, St. Louis, Missouri.[1] They were looking for a new innovative brand that would stand out for its daring and unique designs.
Vokál thrives to have a universal appeal by developing products that can relate to the masses. Vokál started by selling shirts and hats in nightclubs, at events, and literally out of the trunk of the car. This old fashion-selling channel created a buzz and a Vokál explosion in St. Louis. Just three years after the company was established, Vokál had sold more than 50,000 shirts and was well on its way.
"Like Nelly and the music he makes, the designs of Vokál are edgy, unique and daring with much attention paid to detail," Yomi Martin said.[9] Innovative denim wear and trendy T-shirts are just some of the items in the broad array of fashions in the Vokál line. Vokál wants to set the hottest trends for young menswear. The men line takes a creative and different approach to casual urban clothing.[10]
"Keep an eye on what I'm wearing," says Nelly. "I'll always be dressed in Vokál." [11]
Distribution
Vokal is sold in selected stores in America and Europe.
References
- ^ a b c Vokál clothing
- ^ a b c St. Louis Business Journal, Friday, June 24, 2005 by Rick Desloge
- ^ Billboard, March 18, 2000
- ^ Nelly - Grammy Awards All Music Guide. Retrieved on 2008-04-26
- ^ Pimp Juice
- ^ [Entertainment Weekly, December 22, 2000]
- ^ Soundbuzz January 7
- ^ Nelly to make appearance at magic 2005 for vokal and apple bottoms
- ^ Business Wire,[1] August 23, 2002
- ^ Business Wire [2] August 23, 2001
- ^ Business Wire,[3] August 23, 2001