London based label Labrum brings its impeccable eye for detail and effortless style to its latest culturally rich project – designing the National Sport Uniform for Sierra Leone. When the brand’s founder and designer Foday Dumbuya, who hails from Freetown, was commissioned to design kits for the now postponed Olympic Games, he concurrently created a range of sportswear to be sold in aid of youth and sports development in the country, which launches this week.

Making use of the distinctive colour palette of Sierra Leone’s flag, Dumbuya teamed up with design agency Rosie Lee Creative to craft the two meaningful prints. For the first, the ‘L’ for Labrum interlocks with the ‘S’ for Sierra Leone to form a graphic pattern on the away football kit and tracksuit. The second print, which decorates the football home kit as well as replica athletic vests, sees Labrum’s triangular logo used to create 16 zigzags – a homage to each of the country’s ethnic groups. “My favourite design detail is the zigzags because they’re a symbol of unity,” says Dumbuya. “It was imperative for me to ensure the kit represents all 16 tribes of Sierra Leone. I believe tribes build a nation and a nation builds its people."

The campaign, ‘Wan Neshan’, was concepted in collaboration with poet and creative director Julianknxx, and the cast was scouted from St Edward's and St Joseph’s Secondary Schools in Freetown. Fellow Sierra Leonean stylist and i-D senior fashion editor at large Ib Kamara styled the imagery shot by photographers Rafael Pavarotti and Ash Narod, as well as the accompanying short film by Harry Deadman. "The concept behind the story was born from a desire to depict the power that sport has in uniting people together,” reflects Dumbuya.

Affecting change through sport is not a new thing for Dumbuya. Back in 2016, the designer established the King Naimbana II Foundation. Taking its name from his father’s given chief title, it provides Freetown youth with running shoes, apparel and a training coach, as well funding their education. He also started the running club, Labrum Athletic, which meets at his mother’s house three times a week. “I set up the running club when I was in Freetown to run a marathon in aid of Street Child,” he says. “I found so many kids running without shoes but still determined to improve their skills.” Continuing, “I run - it stimulates me in a way that I become positive about life. Maybe those kids whose parents can't afford for them to go to school will find a passion and it'll help them to build their lives.”

Since then, at least one of the members has qualified for the national team that would have headed to the Olympics and the football kit looks set to get its first competitive outing in the new year. If the Africa Cup of Nations 2021 is able to go ahead, then Sierra Leone will be hoping to snatch the trophy from reigning champions Algeria. Win or lose, they’ll be the best dressed team on the pitch.

Read our SS19 interview with Labrum founder and designer Foday Dumbuya here

Creative direction Julianknxx
Film direction Harry Deadman
Photography Rafael Pavarotti
and Ash Narod
Fashion Ib Kamara
Words Miriam Bouteba

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