A Phoenix-founded apparel and home goods brand is being celebrated by a major national retailer.
PHOENIX — A Phoenix-rooted clothing brand will be featured by Target during Black History Month.
Legendary Rootz was Valley native Raven Gibson's passion project and quickly became a national brand.
“I was going to ASU, and I wanted clothes to wear on campus that were comfortable and related to me,” Gibson said.
Gibson launched an apparel and home décor brand aimed at empowering, liberating, and uplifting Black women.
“I often want to share with others the little messages I hear throughout the day or week when I need a little encouragement. Because if it helps me, it can help you too. Because I believe in it,” Gibson said.
Gibson started selling her designs online to friends and family in 2014, and soon her designs became popular and sales increased.
“When people were sharing on social media and tagging me as being in New York, Atlanta, Chicago, I thought, 'Oh, I'm just doing this for myself.'” Gibson said.
The legendary Rootz eventually caught the attention of a major national retailer.
“I was scrolling through my phone and I saw an email that looked like it was from Target and I was like, 'Huh?' and I was like, 'What is this?' and I thought, oh, it's not spam,” Gibson said. .
The email turned out to be genuine.
Target will include legendary roots in its collection celebrating Black History Month. Gibson designed jewelry, shirts, mugs, and tumblers that are sold exclusively in-store.
“Just creating this on your laptop and actually seeing it sitting in an actual brick-and-mortar store. It's really cool to see it all come together,” Gibson said. Told.
Gibson told 12News that she draws on things that have inspired her and hopes to inspire others with her designs.
“What I really loved about this collaboration is that they were really supportive of expressing me authentically through my brand. It was like, “We want your brand, we want what you stand for,'' Gibson said.
Legendary roots only have plans to grow. Gibson said he is in talks to work with more retailers.
Click here to see the Legendary Rootz collection in-store or online.
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