Transcending The Past To Birth The New Legends Movement
Audrey Johnson is a powerhouse mother, faith-walker, pharmacist and operations specialist on a mission. On February 1, 2021, she launched New Legends Clothing & Apparel, the purpose-driven athleisure clothing and accessories company of empowerment, as a culmination to kick off Black History Month.
She chatted with Kin + Dignity Magazine to share the message behind the remarkable Tallahassee, Florida-based brand, and reveal why the time has come for New Legends to stand up and take their place in society.
Audrey Johnson. Photo courtesy of Shaxor, LLC.
What inspired you to create New Legends?
“After the Trayvon Martin incident took place, I saw the direction society was going, and I was compelled to challenge one of my sons in discussion.
I asked him, ‘Who does your generation look up to? Who's up next for Generation X? Who do y’all have in the trenches? As the older legends are transitioning away, you guys have the trajectory to be the New Legends in your craft.’
I wanted to know who motivated them with inspiration and dialogue. That is what provoked the thought, and the exchange created an epiphany for the both of us. My son came to me with New Legends in its artistic design, and that was the evolution.”
Logo. Photo courtesy of New Legends Clothing & Apparel.
Would you say New Legends sparked your interest in fashion? Or did you have interest in fashion prior to the development?
“I enjoy the artistry, and I like unique fashion. My great grandmother enrolled me in a home economics class when I was 12 and I started sewing then. I sewed for many years, and I always looked for a way to embellish something differently.
I know that fashion is a big piece of black culture and because of that, we can resonate a message by creating fashion statements -- not in a manner where fashion dresses you, but you dress the fashion!”
Why athleisure wear? How did you come up with that style to be the focus of New Legends’ clothing line?
“Athleisure wear can be dressed up or down. I have seen it worn fashionably, athletically, for lounging, and more.
You are the New Legend, so show us what you can do with this. New Legends is not making you. It’s about the message. The fashion is you.”
New Legends fashion is you. Photo courtesy of New Legends Clothing & Apparel.
How did you come up with the vision and mission statement for New Legends?
“We hold New Legends and it’s entity in high regard. We wanted to construct a statement that says this is not to be played with.
Do not wear our brand if you are not about this. We wanted that differentiator to inspire anyone who is not striving to redirect their thoughts.”
The New Legends mission is soul-stirring:
Transcending from Legends of our Past to New Legends.
Right before her very eyes, Ms. Johnson has developed more than just a Black-owned active-wear brand. New Legends is a mindset and movement igniting the power of collective impact to make a difference.
New Legends Clothing & Apparel is a universal brand that everyone can support, from the South, North, East, and West.
What makes New Legends different?
“Other brands are here for you to represent them.
New Legends is here to represent you.
It’s statement wear. It’s your announcement and your billboard.”
What type of items can we look forward to from New Legends?
“Some light versatility, but not too exaggerated because we don’t want to lose the individuality of expression. If we get too jazzy, it will limit what you can make New Legends.
I will reserve the idea of limited editions that may have embellishments, but for the bigger scheme we want you to be able to fashionably insinuate your own statement.”
The New Legends online store is filled with eye-catching statement pieces such as:
T-shirts
Caps
Beanies
Hoodies
Sweatpants
What are you inspired by right now? And how does that feed into your business?
Overall, I am inspired by watching so many entrepreneurs be so boldly black, cultured, and gendered. I am motivated by that and I want to dress all the New Legends because they are out here.”
New Legends started as a thought in 2014. The name was not available, so we had to go through the trademark process. During that period of waiting, I referenced Habakkuk 2:2 in the Bible, which states:
Write the vision and make it plain.
We knew it was meant for us to wait because it was not our right appointed time. There was a lot of static, and we wanted New Legends to make a mark as a movement where people can embrace it, accept it, and breathe it.
Additional to that was having the right team. We partnered with Shaxor LLC, a Black-owned marketing agency out of Montgomery, AL.
Shaxor did an amazing job on bringing our vision together through media, and that was exciting.”
How does New Legends change the expectations surrounding age and athleisure wear?
“Everyone has their own motivation, and age is nothing but a number. It's all in the mindset. We cross the barrier of age and culture, and we express that in our mission and vision.
Athleisure wear is just a terminology. I am sure as we grow our catalog, there will be some form of interest that will motivate anyone to express their personality.”
Legends only. Photo courtesy of New Legends Clothing & Apparel.
Is there anything else our readers should know about New Legends?
“We are really looking to grow a community and a movement. We are highlighting New Legends, not just those who are already accomplished.
There are some black diamonds in the rough, and we want to shine a light on them. If you are representing your craft, style, talent, and purpose in a positive way, then you will be recognized as a New Legend.”
To discover more about New Legends Clothing & Apparel, and join the growing community, visit newlegendsclothing.com. You are New Legends.