How Akira Robinson Switched Careers From Biotechnology to Fashion With AKI THE LABEL
AKI THE LABEL is anything but your average style brand, and it all starts with founder Akira Robinson.
Most streetwear brands aren't founded by Harvard grad biotechnologies like Akira, but AKI THE LABEL is all about expecting the unexpected. The L.A.-based luxury streetwear label is designed to be worn every day, everywhere, serving as the world's first "traveling brand." AKI THE LABEL travels the nation highlighting incredible towns and cities, creating limited collections with logos and designs inspired by those locales and the people who bring them to life. We were captivated by the concept from the get-go, and we had the pleasure of chatting with Akira himself to learn all about his history, what led him to fashion and what sets AKI THE LABEL apart from the rest.
Sweety High: You definitely don't have the typical fashion founder story! Can you tell us about your background and education, and how life eventually led you to create AKI THE LABEL?
Akira Robinson: That's true, I don't! In a lot of ways, my experiences, throughout my life, led me here. Growing up, I was always a tinkerer, always experimenting. The process of trying something, having it fail, and then working to have it succeed always fascinated me. At the time, I saw this "fail and then succeed" process play out in selecting school outfits with a mother who had a keen eye on fashion, ensuring I was always voted "best-dressed," and then later in chemistry and physics labs at Harvard and Johns Hopkins.
My time in these ivory towers was amazing, and not just because of the academics, but mostly because of the people. There are all types of people, from all types of places, interested in all types of things, living together, studying together in this precious bubble. I don't think I quite realized how precious until the summer of 2020 when I found myself on the streets of L.A. protesting the senseless murder of George Floyd. Of course, I've had many racist-tinged experiences, but this one was lasting and hit hard.
With more time on my hands due to social distancing, I spent a lot of time thinking about how different my experiences were with people, wanting to understand our differences and what was happening in the U.S., where any difference seemed to be enough to exclude. This is where the seeds for AKI THE LABEL were born, in an effort to recreate the interest in learning about the differences amongst us.
I still love science—it still brings me joy—but I had a fashion itch that needed to be scratched. I think we can call it scratched, AKI THE LABEL is here and we're on our third collection, Malibu.
(Photo credit: Josh A Katz)
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SH: What does the name AKI THE LABEL mean to you? Why was it important for you to incorporate your own name into the brand?
AR: That's a great question! Thank you. With a name like Akira, people are always doing one of two things, either messing it up or trying to give you a nickname that doesn't work. AKI is the first real nickname I had, and I only got it 10 years ago.
When trying to come up with a name, I looked across Latin and French and Native American languages, looking for something or a sound I identified with, something that would make the label pop. After a while, and realizing that the brand and its mission are highly associated with what I consider to be my "higher" self, I decided to name it AKI.
AKI represents my aspiration—be global, but also local, be influential but also humble, and be damn nimble!
(Photo credit: Piyawan Chitsamran and Mathieu Wauters)
SH: What's AKI THE LABEL's mission statement, and what makes it different from other streetwear brands out there?
AR: AKI THE LABEL is a streetwear brand, based in Los Angeles, focused on casual luxury and everyday, everyplace wear. AKI THE LABEL will crisscross the country as the world's first traveling brand, highlighting our great cities and our cool towns, designing logos and limited collections that represent those places and talking to its inhabitants.
Taking it a step further, AKI THE LABEL will shoot creative photography and videography in those cities and towns, using local models, and sponsor a philanthropic effort to give to the community.
We believe that humans are more alike than we are different, and our logo is an intersecting calligraphy with open ends, meant to represent that our similarities much outnumber our differences. Let's get to know each other again and look good doing it!
We're different because we have a purpose other than looking cool. Five years from now and 15 cities later, we will have started conversations across the nation and the world, and we will have made a difference in those locations. An AKI X NY collection piece will mean more than just a clothing option.
(Photo credit: Piyawan Chitsamran and Mathieu Wauters)
SH: How are AKI THE LABEL's pieces influenced by different places and people across the country? Can you share what makes it a "traveling" brand?
AR: Let me walk you through our current process, knowing it will be different in a year's time—but here it is. We start each city collection with a mood board, and it can have almost anything on it, from food to fashion to monuments to news stories to potential philanthropic partners.
From there, when we begin to feel the essence of the place, we can start to think of different colors that would evoke the city's vibe or of graphics that could be a creative representation. Then, we work with our design team to bring the garments to life. Once we feel comfortable, we can begin the search for creatives and models from those cities and start to plan the concept for the photoshoot.
In this way, the brand is traveling and evolving, we travel to the cities we highlight, and we bring the full weight of the brand with us: we shoot there, we work with creatives there and we bring the AKI ethos with us and take a little of their essence back with us as well.
(Photo credit: Piyawan Chitsamran and Mathieu Wauters)
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SH: What's your personal favorite piece from the brand at the moment?
AR: Oh no! I dread this question because my answer always changes, but today, I would say the AKI Crewneck Sweatshirt in Navy with Black Logo.
SH: What's the best piece of advice you've been given, and from whom?
AR: I've received so much good advice in my life, and I'm just appreciative that people care enough to even think to provide some insight.
If I'm picking one, it would be from my dad. He always told me to "be careful who you get with." He meant for romance, but I've used that advice across all aspects of my life. Synergy is so important.
SH: What's your current favorite streetwear trend?
AR: Charms or brooches. I love to be able to change up a look in an instant. Add a little color or a different texture.
SH: Any trends you'd like to see in the future?
AR: I'd love to see more multi-use garments. The reversible sweatshirt or even pants; interesting things that we can do design-wise to reduce waste and free up some closet space!
SH: What's one skincare tip you want to share with the world?
AR: Does it need to be just one? I'm a skincare guy. If I have to give one tip, it would be to exfoliate twice a week. I prefer physical exfoliators, I know they're not the trend right now, but they work better for me for some reason. If I can just add two more, it would be to use a retinoid and sunscreen! If you need any more tips for men, I'm your dude!
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SH: What's the most rewarding thing about the work you do?
AR: It's that first moment when a new customer tries on a AKI Crewneck Sweatshirt or MAKI Hooded Sweatshirt, and you see their eyes light up and comment on how comfortable it is and how the quality is great. It never fails, and it'll never get old!
(Photo credit: Piyawan Chitsamran and Mathieu Wauters)
SH: What's one thing you want everyone to know about you?
AR: That I'm in this for the long haul. AKI is here to stay.
(Photo credit: Josh A Katz)
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