Streetwear with a Soul: A Call for Human Value
Streetwear started as a voice — not a price tag.
It was rebellion, culture, and identity stitched into fabric.
Over time, that voice softened as status grew louder.
Logos multiplied. Prices rose. Meaning thinned.
At Louvier Tatum, we move in the opposite direction.
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At the center of the brand is the Benjamin Franklin design, pointing to a simple truth: a $100 bill is just paper — lifeless, unlike a human being. Yet despite its inanimate nature, we grant it immense power.
The X’s over the eyes mark that absence of life — a familiar symbol used to show something without breath or consciousness. Paired with the question How can we be mentally healthy when we value paper over people?, the design reflects on how objects are elevated above humanity.
Even with a face printed on it, money remains as lifeless as the machines used to create it.
It’s not disrespect — it’s reflection.
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Streetwear doesn’t need to be empty.
It doesn’t need to be soulless.
And it doesn’t need to forget where it came from.
This is streetwear with a soul.
This is Louvier Tatum.
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