Profound Aesthetic has been receiving a lot of attention lately for the impressive inventory of facemasks they’ve managed to produce amid coronavirus. Endorsed by everyone from Vogue to GQ, these masks are equipped with triple layering and replaceable PM 2.5 filters to keep you safe, and come in endless patterns and colors to keep you stylish. With a portion of the proceeds going to COVID-19 relief efforts, these masks reflect the intersection between style and social change.
But this isn’t the first time Profound has used fashion to address important issues. Rather, social change is an important principle the brand is based upon. In an interview with Crave, Founder and Creative Director Faraz Zaidi explained “We knew we had stories to tell, and the outlet which we chose to tell those stories was fashion.” Profound’s spring/summer 2017 campaign is one example of the brand using fashion to illustrate an important narrative. The lookbook prominently featured Maria Alia Al-Sadek, a New York based model, business woman, and proud Hijabi. In addition to wearing the clothes beautifully, Profound told Hypebae that Maria helped to challenge “false perceptions and ideas” about Muslim women in society.
Photo sourced from Hypebae.
On the ‘Story’ section of their website, Profound asserts that each of their collections illustrates “narratives of personal struggle, cultural identity, spirituality, and social/political commentary.” This principle is clearly evident in everything they produce, whether it’s from a couple years ago or a couple days ago.
The brand’s two most recent releases are no exception.
In late May, Profound released a collection of tees addressing racism and police brutality. Not only do these pieces visually illustrate pertinent problems, but the proceeds from their sale actually help contribute to solutions. Reclaim The Block, Fair Fight Action, ACLU Nationwide, Know Your Rights Camp, and Black Visions are all charities that receive donations from the sale of these tees. Click here to shop and support.
The on-going humanitarian crisis in Yemen is another cause worthy of unwavering support. In response, Profound Co partnered with Islamic Relief UK to launch a benefit project that donates all proceeds to bettering the condition of children in Yemen. Profound’s Instagram caption announcing this release reads, “Conceptually, this design is made to replicate the drawing of a child with a blue magic marker as he/she prays to the sky above. Supporting the basic necessities of human life, supporting the love of imagination and most importantly – the beautiful essence of kids who hold the torch to a bright future.” Browse tees, totes, and hats that help aid in this effort here.
By incorporating issues of utmost importance into everyday clothing, Profound helps expand the scope of consequential conversations. The brand truly embodies a ‘profound aesthetic’ by imbuing stylish clothes with themes worth thinking about. We hope to see more brands, especially those in the luxury and streetwear realm, produce with more than just surface-level looks in mind and consider how their clothes can make an impact.
