Today, Will Smith’s sports-inspired streetwear brand Bel-Air Athletics and DJ D-Nice announced a philanthropic collaboration to produce, customize and design a limited-edition, Club Quarantine hoodie that will be available for purchase exclusively for $75 on www.belairathletics.com starting on Saturday, April 4.
As part of the announcement, Smith, Bel-Air Athletics and D-Nice will be donating 50 percent of net proceeds from the individual sale of each Club Quarantine hoodie to the CDC Foundation Combat Coronavirus Fund.
The hoodie will be available for purchase immediately at the beginning of DJ D-Nice’s Club Quarantine Instagram Live set on Saturday, April 4th at 7 pm ET/4 pm PST and D-Nice will be wearing the hoodie during his Instagram Live set on Saturday. The hoodie will be available for purchase at this URL: https://belairathletics.com/products/d-nice-gothic-hoodie-white
“It’s truly special to collaborate with Will and Bel-Air Athletics on this initiative,” DJ D-Nice said. “This is a unique opportunity for us to take our passion for entertainment, fashion, and connecting people, and use it to support our healthcare professionals in a meaningful way. They are the true heroes on the front lines of this battle against COVID-19.”
“DJ D-Nice’s Club Quarantine sets have become a unifying form of entertainment during this unprecedented time,” said Samyr Laine, the Bel-Air Athletics Brand General Manager. “In that spirit of unity, the Bel-Air Athletics team is thrilled to partner with D-Nice on this endeavor that will support our courageous healthcare professionals as they combat COVID-19.”
For context, Bel-Air Athletics is a sports-inspired clothing brand that celebrates the love of competition, the inclusiveness of fanhood, and the stories, styles, and culture born out of sport. Channeling Smith’s indelible influence on fashion and culture in the 1980s and ’90s and referencing the iconic series The Fresh Prince of Bel-Air, Bel-Air Athletics is grounded in the individuality and creativity that Will’s character embodied on the TV show. The brand is part of Westbrook Inc., which is Jada Pinkett Smith and Will Smith’s holding company that was formed to execute the Smith Family’s global content and commerce businesses.
Most recently, Smith and the Bel-Air Athletics team released a “Bel-Air Miami (Home/Away)” collection that was inspired by Smith’s longtime personal and professional connection to Miami, including his smash single “Miami” off his Big Willie Style album and the 3 Bad Boys movies that he filmed in Miami.
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