When Youssouf Fofana was a child, “only the cool kids wore Jordan.” The fashion designer vividly recalls a time when he could only dream about wearing the brand. Now, after being tapped as Jordan Brand’s creative director for the Summer Olympic Games, Fofana feels he can do anything. With that feeling, he plans to give back to the youth of Paris and provide them with the tools for success that he never had.
Growing up in Paris, Fofana spent his weekends shopping with his parents at the French clothing chain Tati Barbès – where he quickly decided he hated the clothes his parents picked out for him. Of course, living in the fashion capital of the world caused him to become increasingly interested in design, and so he began to carve his own path into the fashion world. Eventually, he established his own clothing brand Maison Château Rouge, where he set out to combine his Senegalese roots with his French influence.
Throughout his career in fashion, Fofana has strived to create a community for Black youth in Paris. With the Olympic Games fast approaching, Fofana realised that gyms and community spaces would become increasingly difficult for kids in Paris to access. Citing his own upbringing, Fofana understands how frustrating it can be to feel like you’re being left in the dust by your own city. As a response to this, in his collaboration with Jordan Brand, Fofana has developed District 23 – a new space for young people to play sports and learn about fashion. Housed in the iconic Tati Barbès building which Fofana once frequented, the space allows Parisian youth to build connections with other members of the African diaspora.
Below, Fofana spoke to us about his journey, working on District 23 and empowering young creative communities in Paris.
What’s it been like working on this project?
Youssouf Fofana: It’s the first time I’m working on something like this. For my own brand, Maison Château Rouge, it’s very different. However, it’s a continuation of my work because I built a community in my neighbourhood, and I work with local people in the neighbourhood with these projects.
Have you always been passionate about fashion? How has your love for fashion translated to doing these projects?
Youssouf Fofana: I didn’t go to design school or fashion school. I came into the fashion industry in a different way and I think that’s why I’m not afraid to work on this project. I was born in France, and in Paris when I was young I always looked at different designs and patterns. I mixed those two to try something new. One of my biggest inspirations was my mother.
What is District 23 and who is it for?
Youssouf Fofana: The Olympics is the biggest sporting event a city can have. We were thinking about these events, I know for the kids of the city, entry is very expensive and difficult. We were thinking about how we could do something positive for the kids in the city. It’s something they’ve never seen before. We wanted to have a mix of sports and culture. It’s a huge platform for kids to express themselves, and to have an opportunity to learn about the diaspora.
What do you hope District 23 means for Black youth in Paris?
Youssouf Fofana: I think it’ll be a really great moment. When I was growing up, we did not have spaces like this for young people. When you’re in Paris 1719443858, you can see there is a new generation. With this project, we want to provide for this new generation, highlight them and leave a legacy for the kids. So we developed this program for the summer. I’m not sure if you’re familiar with the department store Tati [Barbès]. When I was young I would go there with my parents to buy clothes, but I didn’t like the clothes. So it’s very symbolic to use it to create District 23. To me, it’s about the legacy and now it’ll be a big part of this new generation.
How has your own experience growing up in Paris affected your work?
Youssouf Fofana: When you live in Paris – I think it’s the same for a lot of people – you need to choose, you’re French or you’re Senegalese. For me, it’s not a choice. I’m 100 per cent French and 100 per cent Senegalese, and this is how I feel. When I started Maison Château Rouge, a lot of people said, ‘It’s the first time we’ve seen someone design clothing inspired by African roots with a Parisian take’. But, a lot of people have done something like that before, we just did not write about it. For me, it’s very important to do that and have something for the next generation.
“When I was growing up, we did not have spaces like this for young people. With this project, we want to provide for this new generation, highlight them and leave a legacy” – Youssouf Fofana
Why do you think it’s important for kids to learn about art and design?
Youssouf Fofana: When I started Maison Château Rouge, I bought a lot of magazines and books to help my own fashion education. I developed a curiosity about the arts, so we added a library to the programming at District 23. We have an exhibition space that highlights artists from the diaspora. It’s very important for kids to have role models because when I started I was very alone and I didn’t have people around me with experience in fashion. Young designers need to have access to summer school and learn skills, such as how to source good fabric and find a manufacturer. The fashion industry is very particular and we need to give the kids the tools.
What has it been like working on such a huge project for the community?
Youssouf Fofana: We started with our first event, maybe two weeks ago, we did a lot of programming with basketball. We have access to gyms because for the kids it is very difficult, due to most gyms being taken over by the national team. We luckily had the chance to secure some gyms for the kids. We put on an official tournament where I designed the jerseys, and all of the kids were playing with professional players. This is what we can do to give confidence to the kids for the future. For me, I started with nothing and I had the opportunity to design and it’s been crazy for me. When I was young, only the cool kids wore Jordan, and I never imagined I would design a collection. After that, I feel like I can do anything.
