The story so far…
Love 4 Culture started by chance really. Our story begins with a trip to a football tournament in Africa and continues with you reading it now.
In January 2008, three friends boarded a plane to Ghana to watch the Africa Cup of Nations. Being of African heritage, we made some cool t-shirts in support of our mother countries and wore them to the games, along with other friends and relatives.
After the reception we got in the stadiums of Africa we decided to send our tees to the Premier League’s African contingent on our return to the UK. To our surprise Portsmouth won the FA Cup and key players Nwankwo Kanu and Sulley Muntari adorned our tees during the team’s celebrations. Amazing!
Inspired by the endorsement, we decided to take our t-shirt making more seriously. The idea was to make a tee that promoted the same sense of pride for the city that raised us, London, just like the ‘I heart NY’ t-shirts did for New York City.
Our research brought us upon a chap called Milton Glaser, the fellow who created the ‘I heart NY’ logo, and we were touched by his story, as well as bewildered that we didn’t know of it beforehand. So in homage to Milton Glaser we made the I Love LDN series (like ‘I heart NY’ but with a twist) and Love 4 Culture was born.
But that wasn’t enough. We wanted our tees to do more than just shout out our city so we came up with the ‘Wear the Change’ concept. The idea being that as well as celebrating culture, our tees would endeavour to actively make a change. How? By using the spending power of those who have, to help those who have not.
This theme transcends Love 4 Culture. Our philosophy is simply to express our love of culture through fashion, and to use that expression to improve the lives of those affected by poverty and suffering.
Be a part of our story and help us write the next chapter by joining us on…