Tigist Ashaka | Social Media Manager
Thirty-two-year-old Luther Nicholson, known as Lute, will be featured in the Footlocker and Cross Colours campaign along with other artists for January 2022.
Lute is signed to J. Cole’s Dreamville Records. He released his first mixtape, West1996, on February 22, 2012. He tries to relate to his audience with his humbling lyrics describing his life struggles and parenthood, masked within vibrant melodies that captivate.
The partnership with the Cross Colours Vibe campaign showcases the playful energy of the inner city street. The inspiration for this campaign is drawn from early 90s New York streetwear.
He sat down with me during his photoshoot to discuss his collaboration with Cross Colours.
What does this partnership mean to you?
“You know, I think this collab is pretty fire. I was introduced to Cross Colours by my older brothers like they were really into it, the 90s wave and hip hop, and my brothers introduced me to hip hop. So I think this is a fire collab because I grew up watching certain artists and, you know, Cross Colours being a part of their wardrobe. So I think it’s pretty great.”
Who do you think is your inspiration for fashion?
“I like the 70s era, but I try to simplify a little bit like where you can’t tell the date and period. But I like seventy-style things, and I like vintage stuff. I like Polaroid a lot. I just had to pick and choose.”
What is one word you can use to describe your style and why?
“I guess I would say vintage because it’s like super old and throwback, you know.”
Do you think your personal style correlates with the brand you work with? Do you see yourself wearing it?
“Yeah I do. Because I don’t know. I’ve been trying to get away from the beanies I’ve been wearing, but it has been–I feel like bucket hats are 90s style. I feel like they coincide with the trend.”
What do you think it is like partnering up with this company? What do you think is different from, or how do you think it’s different from other companies you have worked with in the past?
“Representation, to be honest. I feel like, being a Black male or being a Black person, I feel like the representation of the culture is pretty fire. You know, it’s something that you can be proud to wear.”
What do you think is the biggest takeaway of this project?
“The biggest takeaway has to be able to say that I did something with a company that’s been around for a while. And being able to do a photoshoot with Cross Colours was fire, I can go back and tell my brother I did a photoshoot with Cross Colours.”