Designer Keith Herron’s latest collaboration for his Advisry brand — with the NBA‘s Sacramento Kings —pays homage to his hometown.
Herron is teaming up with the team for a six-piece apparel and accessories collection. The collaboration is described as a “passion project” for the designer, as he paid respect to the various neighborhoods within Sacramento that he would visit during his upbringing.
“For most people, Sacramento isn’t the first city that comes to mind when they think of California, but I wouldn’t trade my experience growing up in this city for anything,” he said. “I attribute my upbringing to much of who I am today. The Sacramento Kings are the cultural cornerstone of the city and represent the city of Sacramento globally more than anything else. The motto of my middle school, when I started Advisry, was ‘the pride of the city.’ I wanted to embark on this project because I love this city and all that it stands for and contributed to the world. I want to continue telling the story of the city that I am very glad to be a small part of.”
The collection offers varsity jackets, hoodies, sweaters, dress shirts and baseball caps that combine Herron’s streetwear design codes with elements from the NBA team. The varsity jacket stands out, designed with various patches that give a nod to elements of the city. The collection ranges in price from $65 to $600 and will be available to purchase at the Golden 1 Center starting Dec. 20.
“Growing up, there was a large tower in Sacramento that read ‘City of Trees.’ Around when I graduated high school, they changed it to read ‘Farm to Fork Capital,’ which confused and upset a lot of Sacramento residents because many had a strong connection to the ‘City of Trees’ slogan. The first slogan of the brand Advisry was ‘City of Trees,’ and can be found on a ton of early designs.”
The partnership with the Sacramento Kings is Advisry’s latest collaboration. Recently the brand has also teamed with Adidas and Ugg.
Herron launched Advisry at the age of 13, and has grown the brand into a favorite of public figures like Tyler, the Creator, Steve Lacy and Heron Preston. The designer operates his label as an art hub, producing fashion collections alongside films, music and other forms of art.
He presents one collection each year, most recently this past September during New York Fashion Week.
