Foot Locker launches new private-label lifestyle brand with Don C

By

Robin Driver

Published
Nov 8, 2021

Sports and footwear retailer Foot Locker announced on Monday that it has teamed up with streetwear designer Don C to launch All City by Just Don, an exclusive lifestyle brand inspired by basketball and sneaker culture.

 
The new private-label brand combines vintage and modern streetwear aesthetics with luxury fabrics. The first collection, which drops on November 10, includes hoodies, t-shirts, mesh shorts and matching track pants and jackets.
 
Pieces are available in sizes S through XXL, with prices ranging from $55 to $150. Customers can shop the debut collection both online and at select Foot Locker stores in the U.S. and Canada.

“I'm excited to partner with Foot Locker in the creation of All City. Their proactive commitment to lifting up the Black community is something I wanted to be a part of,” said Don C in a release.
 
“With everything I've ever created, my inspiration has been from the Chicago neighborhoods I grew up in,” he explained. “As a designer, I want to lead the conversation and push the boundaries where my story intersects with fashion, travel and the real people who inspire me every day.”
 
Having previously worked as a music executive at Kanye West’s GOOD Music label, Don C launched his Just Don streetwear brand in 2011. As a designer, he has signed off on successful collaborations with the likes of Nike, Jordan and LVMH-owned Rémy Martin.
 
In celebration of the launch of the first All City collection, Don C and Foot Locker are hosting creative summits in key locations in the U.S. and Canada, including Chicago, New York, Toronto and Los Angeles.
 
“Like Foot Locker, Don C is deeply committed to the young, diverse communities we serve,” commented Foot Locker SVP and GM Bryon Milburn. “He is at the forefront of modern culture and fashion, and by lending his taste, care and craft to the All City by Just Don line at Foot Locker, we're able to further connect to the next generation of streetwear enthusiasts.”
 
The introduction of All City follows the debut of the new Lckr lifestyle label at Foot Locker at the end of October. The new launches reflect the continuation of the retailer’s tightly focused brand strategy, which has previously seen the company release a series of exclusive collaborative capsules, with creative partners including Melody Ehsani.