Vlone is a fashion brand founded in 2011 by Kamoni Chandler and his colleague Jabari Shelton (also known as ASAP Bari) of the New York hip-hop group ASAP Mob. Later, after an altercation and a rape scandal, Chandler stepped down from the company’s board, and ASAP Bari himself headed the brand. Jabari Shelton specializes mainly in youth streetwear and, in addition to music, is engaged in entrepreneurship and fashion design.
Meaning and History
After the departure of Kamoni Chandler, hip-hopper Jabari Shelton took over as the founder of the fashion brand. In addition, he invited Edison Chen from the CLOT team to assist with the design development. In an interview with New York-based media company Mass Appeal, the brand owner said he learned the experience from in-store fittings while he lived in Harlem. Then they, together with friends, measured, felt the fabrics, and even stole clothes.
The debut of Vlone took place in 2014 when the company first presented its collection. In 2017, she established a collaborative relationship with Nike and, at the same time, took part in the catwalk show in Paris at Fashion Week. The fashion brand has now collaborated with renowned labels and designers (since 2020), offering merchandise for some of today’s musicians, including The Weeknd, NBA Youngboy, and Juice WRLD. They don’t just wear branded items with an original sign – they promote it using visual marketing.
Therefore, a simple and stylish logo is well recognized today. It is used to print branded sweatshirts, T-shirts, jackets, hoodies, blazers, sweatshirts, shoes, and hats. And their sales started with a call. In early March 2014, one of the band’s leaders gave a motivational speech to the fans, dressed in clothes with the coveted “V” on the chest. The main message of the speech was, “Your rules will be tomorrow.” After that, he handed out brand new T-shirts to the crowd. And the next day, the brand launched an online sale of its debut collection.
The company’s logo reflects its key concept: “Live alone and die alone.” This emphasizes the word “Alone,” because as intended by the developers, “V” is nothing more than an inverted “A.” It reflects loneliness. In the second collection, released in January 2016, the designers depicted the emblem not on the chest but the back since the inscription “Friends–” replaced it in front. Minus, in this case, means “loss,” “loss,” “decrease,” which also fits into the idea of the Vlone logo. She stresses: this is a lifestyle, not just streetwear. Because, as the founder of the brand claims, everything we gain in this world we end up losing. That is, through the ASAP logo, Bari expressed his life position.
Font and Colors of the Emblem
For an individual identity, the singer chose a stencil-type font, in which the right stroke is shorter than the left. Both parts are separated by a small space and do not connect. There are serifs at the upper ends of the V stripes. On the right side, it is visible much more clearly than on the left since that leg is wider. The edges of the letter are uneven, embossed, as if specially aged.
The signature palette is simple and monosyllabic because there is no variety of colors in it. Only orange predominates. But it is not bright tangerine, but as if covered with patina – dusty, pale to match the clothing style.