Tamira Wells is the owner of the iconic New Heritage Brand; she is also a second generation trailblazer. The Baltimore native represents 90s streetwear culture in a such a way that embodies a colorful revival of positive expression that broke the scene in the 1990s through mainstream entertainment. Relaunching the brand has kept it relevant and also ensured that it is a continued staple of American fashion history. The original founders, the late Cynthia & Rodney Jones, launched the brand with immense success. This inspired Tamira so much to see her aunt and uncle reach this pinnacle of success, especially in a time before social media. Since the relaunch, Tamira has worked relentlessly to rebuild the brand and now has New Heritage featured on “Boomerang” on BET and “The Giants.” Tamira is living in the legacy of her family’s brand while also recreating it with a modern twist. Learn more about this revival of cool at https://www.newheritagebrand.com/ and https://www.tamirawells.com and @thenewheritagebrand.
What is it about New Heritage Brand that is special? “New Heritage is a celebration of African American culture. It represents me and where I come from and is not only iconic but a part of my family’s legacy. I also believe that New Heritage Brand plays a part in American history. The brand was instrumental in creating a statement of cross-cultural unity and also a new awakening into creative opportunity and growth for the African American community.”
Q: Tell us about its history. “The original founders, the late Cynthia & Rodney Jones, launched the brand with immense success. It was created in a time when word-of-mouth and old fashioned typewriting were the traditional means to get their clothing in the limelight. Founder’s Belinda and Rodney Jones, childhood sweethearts, married while studying fashion at the Fashion Institute of Technology and Parsons School of Design in NYC. They both passed away after launching the brand within a decade of each other.”