A Black-owned clothing brand is making a significant impact in the fashion industry while celebrating the legacy of Historically Black Colleges and Universities (HBCUs). Tones of Melanin, founded in 2017 by Norfolk State University alumna Ashley Jones, has become a standout in the streetwear and collegiate apparel scene by blending modern fashion with HBCU pride.
Jones launched the brand after noticing a gap in the market for stylish, high-quality HBCU apparel. While major universities had abundant merchandise options, HBCUs often lacked fashionable representation. Determined to change that, Jones built Tones of Melanin to give students, alumni, and supporters a way to wear their HBCU pride with style.
What started as a small operation has now grown into a nationally recognized brand with licensing agreements with over 40 HBCUs. These agreements allow Tones of Melanin to create officially licensed merchandise that represents the vibrancy and excellence of HBCU culture. The brand’s collections are available at major retailers, including Fanatics, Belk, and Dick’s Sporting Goods, as well as in HBCU campus bookstores across the country.
In a defining moment for the brand, Tones of Melanin secured a $300,000 investment from billionaire entrepreneur Mark Cuban on the hit show Shark Tank. Cuban recognized the brand’s potential and mission, making it one of the standout success stories of the show. This investment not only provided essential funding but also brought national attention to the importance of HBCU representation in fashion.
Jones highlighted her Shark Tank experience, emphasizing that the change was about more than just closing a sale; it was about elevating the voices of Black businesses and HBCUs. The brand’s products were in more demand as a result of the show’s publicity, which also created opportunities for additional partnerships and collaborations.
In addition to producing fashionable clothing, Tones of Melanin has a strong commitment to community service. The brand collaborated with UPS to create a unique clothing line that was launched during New York Fashion Week in an attempt to encourage the upcoming generation of Black creatives. All proceeds from this collaboration went toward scholarships for the Department of Art and Fashion at Clark Atlanta University, helping aspiring designers and entrepreneurs gain access to education and resources.
Jones has always emphasized that Tones of Melanin is more than just a clothing brand—it’s a movement. Through her designs and initiatives, she continues to uplift and empower HBCU students and alumni, ensuring that their culture and contributions remain front and center.
With a growing national presence, a dedicated community of supporters, and a mission-driven approach, Tones of Melanin is positioned for even greater success in the coming years. Jones is focused on expanding the brand’s reach, launching new collections, and continuing to create opportunities for HBCU students and alumni.
To shop the latest collections or learn more about the brand’s initiatives, visit TonesofMelanin
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