FAAME, founded by Jemell Thomas in 2025, is a design project shaped in the Carolinas and inspired by the dual energy of Los Angeles and New York—the two cities that sparked Thomas’s fascination with style, attitude, and modern culture. FAAME blends refined construction with a raw, emotional streetwear sensibility, creating pieces designed to feel lived-in, personal, and timeless.

Growing up in the Carolinas, Thomas was surrounded by a slower pace, real community, and an unfiltered everyday aesthetic. At the same time, he became deeply fascinated with the creative worlds of L.A. and New York—their fashion, their movement, their ambition. FAAME exists in the space between these influences: the grounded honesty of the South and the elevated edge of the coasts. Each collection reflects this contrast, merging intentional silhouettes with premium materials and storytelling through texture, wash, and wear.

Developed from a narrative standpoint, FAAME explores themes of growth, identity, and self-expression. Every piece is designed with purpose: sculpted proportions, considered distressing, and tactile surfaces that mirror the human experience—imperfect, evolving, and real. The brand reimagines American staples through a modern lens, creating clothing that feels both familiar and forward.

With no formal training in fashion design, Thomas built FAAME through curiosity, experimentation, and an obsessive focus on detail. Construction, fit, and finish aren’t just technical decisions—they’re tools for storytelling. FAAME pieces are engineered to carry emotion: the weight of ambition, the feeling of movement, and the quiet confidence of someone shaping their own path.

FAAME’s evolution mirrors Thomas’s own journey—from the Carolina roots that grounded him, to the L.A. and New York influences that inspired him to imagine more. Each drop adds another chapter, inviting the community to grow alongside the brand. FAAME is more than a label; it’s an ongoing project about identity, expression, and the pursuit of self-defined greatness.