Solidifying itself as one of the most consistent and sought-after brands from Ghana west Africa, Tribe of God held its seventh pop-up in Accra from September 30th to October 2nd. The brand has a reputation for exclusive releases, and this pop-up series was no different. Ahead of the pop-up, co-founder Jude Dontoh released a selection of limited pieces that sent social media into a frenzy. Predominantly known for its graphic t-shirts, TOG surprised fans with a teaser of their new church shoes and jackets.
“The mission was to show the people a glimpse into the future, and I believe we did that with the church shoes and our DIVINE SPEED jacket”, said Jude Dontoh. With this collection, the anticipation from the public was immense. It had been a minute since their last Ghanaian pop-up. However, they were confident they could pull it off. In Ghana, streetwear has become a recent fixture in the culture with a few pioneering brands paving the way and crossing borders. Up until its latest pop-up store, TOG had been on a pop-up stretch, touring Ghana and creating a culture of its own in the process. But this year the focus shifted from just their home turf to blending fashion with music through a series of collaborations and pop-ups – building unlikely bridges in the process.
In 2022, TOG collaborated with Show Dem Camp, the infamous godfathers of African rap, and held yet another successful pop-up store in Lagos, taking the tour to Nigeria. Collaboration goes a long way in building brands. Collaborating with the right people, however, is fundamental. TOG has a proven knack for perfect collaborations. Next, TOG collaborated with Turkish brand 2611aur and created magic with very limited pieces for their pop-up store in Cyprus. Continuing to weave together fashion and music, TOG also collaborated with world-renown superproducer GUILTYBEATZ his new single “Universe” – this collaboration was showcased at their Accra pop-up store.
“We have quite a number of collaborations we’re working on, my favorite one thus far would be our collaboration with Ghanaian artist Twitch 4EVA, Dreamville artist Cozz and the prolific DJ, author, and presenter DJ SEMTEX, on their incoming single.”
TRIBE OF GOD, transcending through culture. A force to be reckoned with.
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