Cross Colours is once again putting Black culture, HBCU pride, and Divine Nine excellence front and center.

The legendary streetwear brand has reunited with BET College Hill alum Ray Cunningham for D9: For The Culture 2.0, presented by Black Radiance Beauty and Black Design Collective.

The campaign was co-created by Cunningham, a Virginia State University alumnus and member of Alpha Phi Alpha Fraternity, Inc., alongside Kadeem Pilgrim, a Hampton University alumnus and member of Phi Beta Sigma Fraternity, Inc.

And if you know anything about Cross Colours, you already know this collaboration makes perfect sense.

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Founded in Los Angeles in 1989 by Carl Jones and TJ Walker, Cross Colours became one of the defining fashion brands of the early hip hop era. With its bold colors, oversized silhouettes and socially conscious messaging, the Black founded brand brought a new kind of energy to mainstream fashion while staying deeply rooted in the culture.

Cross Colours quickly became a favorite among some of the biggest names in music and entertainment, including Snoop Dogg, Tupac, Dr. Dre, TLC, Will Smith and the cast of In Living Color.

Its longtime “Clothing Without Prejudice” message became more than just a slogan. It represented pride, unity and cultural expression during an era when Black fashion, music and creativity were reshaping pop culture in real time.

Now, D9: For The Culture 2.0 continues that legacy by turning the spotlight toward Divine Nine style, sisterhood, brotherhood and the generations of Black excellence connected to HBCUs and historically Black Greek letter organizations.

One major moment from the campaign comes courtesy of Brandy, who represented Alpha Kappa Alpha Sorority, Inc. in custom Cross Colours looks during her Roots Picnic performance in Philadelphia and her ESSENCE Festival set in New Orleans.

The campaign also features hip hop legends MC Lyte, a member of Sigma Gamma Rho Sorority, Inc., and Yo Yo, a member of Zeta Phi Beta Sorority, Inc., both adding even more history and cultural weight to the project.

But the celebration goes far beyond celebrity appearances.

D9: For The Culture 2.0 also highlights HBCU alumni representing Virginia State University, Hampton University, Morehouse College, Spelman College, Lincoln University, Jackson State University, Langston University, Central State University, Florida A&M University, Southern University, Howard University, the University of Arkansas at Pine Bluff and Alabama State University.

For Arijaa Martin, a proud member of Alpha Kappa Alpha Sorority, Incorporated, embracing her beauty means showing up for herself and others with authenticity and confidence.

Alaina Outing, a proud member of Delta Sigma Theta Sorority, Incorporated, also shared her love for the experience, saying, “This whole shoot, whole day was LOVE! Thank you Cross Colours for embracing us and our impact on the culture. Beauty is Black in all of its forms.”

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