BEL AIR ATHLETICS by Will Smith
SS22 available soon
Bel-Air Athletics' mission is to bring a sport-inspired premium apparel brand with a classic feel. Honoring where they come from, with a clear vision of where they're going.
The brand believes in having deeper purpose.They cannot exist in 2020 and beyond solely for profit. Education is a huge part of what the world needs to continue to become a better place.
Considering the narrative of Will’s character as the Fresh Prince, an underprivileged kid from a rough inner city neighborhood who was afforded the opportunity to pursue the life he wanted, the brand wants to do just that for others. This will allow Bel-Air to mean much more than zip code.
Following this, the Bel-Air Academy Fund, a fund designed to provide educational ressources for underrepresented youth was created.