Share this project

Done

Share this project

Done
Premium apparel brand, promoting multiculturalism and diversity through fashion. Do-U-SuRu?
117 backers pledged $11,307 to help bring this project to life.

About

SuRu Clothing: Promoting multiculturalism & diversity. project video thumbnail
Replay with sound
Play with
sound

$11,307

117

We are a small emerging apparel brand based in the San Francisco Bay Area (Oakland, CA). We create high quality premium apparel embellished with multiculturalism and diversity. We need YOUR HELP to grow the brand.

How high can we go? You tell us by sharing and pledging.
How high can we go? You tell us by sharing and pledging.

To support us, click on any of the pledges to the right that fit your enthusiasm for our mission. Most of the rewards are Limited Edition designs. We will not make them again after this campaign.

You can also help us reach our goal by spreading the word amongst friends and family.

All the rewards will be produced on 100% high quality cotton.

Join Us Now: Facebook.com/suruclothing I twitter.com/suruclothing

HERE IS OUR STORY:

What is SuRu:

SuRu is a premium apparel brand. The word SURU, however, means "Patience" in my native language Yoruba. The Yorubas are from West Africa, predominantly Nigeria. The word also has meaning in the Japanese language; It means "To do." By now you are probably fascinated just like I was when I learned what SURU meant in Japanese given the geographic distance between the two cultures. More importantly how well the words correlate (TO DO PATIENCE). This I have found to be true in many languages.

Why culture & diversity:

Because it is who we are as people and community. It is what brings us together and allows for better understanding. It is our upbringing and what ignites our reasoning. At SuRu, our goal is to celebrate our similarities and urge folks to be patient in understanding cultural nuances while embracing diversity. What better way to show it than to wear it. Do-U-SuRu?

SuRu Images

SuRu + The People

People wearing SuRu all across the world from places like: Barcelona, Egypt, London, Mt. Everest, Tokyo, Paris, Denver, Chile, Jordan, Brasil, Abuja, just to name a few.
People wearing SuRu all across the world from places like: Barcelona, Egypt, London, Mt. Everest, Tokyo, Paris, Denver, Chile, Jordan, Brasil, Abuja, just to name a few.

2face Idibia wore SuRu in his music video- "I'll Be There" (An international artist, MTV & BET award winner)

How we got here:

After spending some time in Tokyo, Japan in 2007-08, I (Baba Afolabi-Founder) introduced the SuRu brand in November 2009 by releasing a few t-shirt designs and cab driver hats. From then on, we worked hard at SuRu on product quality, as it is our top priority to present you with an impeccable, comfortable product that will last. In 2010, I had a serious futbol (Soccer) injury that was so severe I was out of work for 8 months, living on temporary disability. I have to say it drove me nuts but yet fueled my passion to work even harder on SuRu. Through perseverance, I put my MBA to work by completing a 35 page business plan (excluding the financials). I called it The SuRu Blueprint. I diced it down to 28 pages (including financials) and I called it The Business Plan, then down to 8 pages and I called it The Proposal. I took the proposal to nearly all my friends with the hope of getting one of them to invest so I could revitalize the brand. I ended with two amazing friends that enabled us to produce our first top collection last year and acquire a pop-up shop (temporary store) to sell them.

SuRu Pop-Up Store 1615 Broadway Oakland, CA. 2012.
SuRu Pop-Up Store 1615 Broadway Oakland, CA. 2012.

Our designs & concepts:

We create premium apparel that embodies multiculturalism and diversity for both men and women. Our designs derive inspirations from the global sport, futbol (Soccer), along with a diverse variety of cultural symbols. We incorporate colors from the sovereign flags of different countries, alphabets and language characters from different countries. We are celebrating cultural pride by creating high quality premium apparel embellished with culture and diversity.

16.4oz 100% cotton hoody. Impeccably detailed product, constructed with the finest cotton for your comfort and style . Vividly defined stitches and sewing techniques for durability. We used mock safty stitches on all our products for reinforcement purpose
16.4oz 100% cotton hoody. Impeccably detailed product, constructed with the finest cotton for your comfort and style . Vividly defined stitches and sewing techniques for durability. We used mock safty stitches on all our products for reinforcement purpose
Introducing the Tuck neck and U-neck to the regular Crew neck & V-neck t-shirt options. We are giving t-shirts a cool new look along with meaningful graphics.
Introducing the Tuck neck and U-neck to the regular Crew neck & V-neck t-shirt options. We are giving t-shirts a cool new look along with meaningful graphics.
Our t-shirts are always fun, tasteful, and meaningful with humor :) cuz we love to laugh.
Our t-shirts are always fun, tasteful, and meaningful with humor :) cuz we love to laugh.
5-series collection: Inspired by cities, counties, provinces, states, countries, districts, etc., with five letter words.
5-series collection: Inspired by cities, counties, provinces, states, countries, districts, etc., with five letter words.
Well-detailed Polo Shirts with 100% high quality mesh cotton for your comfort. Our polos take inspiration from country flags.
Well-detailed Polo Shirts with 100% high quality mesh cotton for your comfort. Our polos take inspiration from country flags.
High quality 100% cotton fleece jacket. Well-detailed sewing technique all around. Heavy weight rib with lycra to retain form at all times. Double seam sleeve joint for durability and comfort.
High quality 100% cotton fleece jacket. Well-detailed sewing technique all around. Heavy weight rib with lycra to retain form at all times. Double seam sleeve joint for durability and comfort.
Our Hoody & Fleece Jackets take inspiration from the game of futbol (Soccer). Meaningful yet durable product, taped inside & outside for comfort and durability.
Our Hoody & Fleece Jackets take inspiration from the game of futbol (Soccer). Meaningful yet durable product, taped inside & outside for comfort and durability.

Why we need your help:

We are here on Kickstarter to raise funds. In order to make SuRu a successful brand and company, we need the support of the people and money to do many things, from production to marketing, from talent acquisition to giving back to the community, and more importantly bringing part of our production process to the USA.

Our goal is to provide internships and employment to local inner-city youth and college students interested in the apparel industry or simply looking for entry-level jobs. We would like to give them the opportunity and platform to do something fun and develop careers for themselves. In order to do this, we need your support to make this happen.

As a start-up apparel company, we are confined to buy from popular brands like American Apparel to place our graphics on their product to sell. We are changing all that, but we need your support to make this happen. By pledging today you will be giving us the resources to achieve our objectives. We want to keep producing apparel that supports and promotes a diversity lifestyle. Our idea is to produce blank apparels using our own fabric choice and sewing details in factories and ship them to our location here in the San Francisco Bay Area, where we will do all the printing and embroidery work through local vendors. If this strategy thrives, we will invest our profits in assembling our own printing and embroidery machines. This will enable us to hire locally

This is what it means to make it from scratch. A well-detailed sewing process, top notch craftmanship with comfort and durability in mind.
This is what it means to make it from scratch. A well-detailed sewing process, top notch craftmanship with comfort and durability in mind.

Nice! So, how can I help or back this project: 

To help, simply share this with friends and family. To back, click the green button at the top to your right that says "Back This Project" or select one of the reward levels to the right. You can add rewards if you like more than one reward level. For example, say you pledge $99 but want the passports reward too because of the t-shirt. All you do is simply add $35 to your pledge making it $134.

We have designed a special edition polo shirt, sweatshirt and hoody solely for our Kickstarter backers. All the special edition products are limited to the first 300 backers and will not be produced again after this campaign. We are also offering t-shirts, stickers, wristbands and postcards. 

All the rewards are to your right. Just click and follow the prompt steps. You will be able to pick the size and color after the campaign ends.

The Rewards: 

The Polo Shirt, Sweatshirt & Hoody designs are limited to the first 300 Kickstarter backers. We will not make them again after this campaign! The graphic artwork will be individually screen-printed here in the San Francisco Bay Area.

The Wristband, Hat, and Sticker

One size fits all (Unisex cab driver hat, S/M in size). Hats also come in genuine leather strap for size adjustment.
One size fits all (Unisex cab driver hat, S/M in size). Hats also come in genuine leather strap for size adjustment.

The T-shirt

I SEE NO COLOR, ONLY CULTURE T-Shirt reward.
I SEE NO COLOR, ONLY CULTURE T-Shirt reward.

The Polo Shirt

The Limited Edition 100% cotton Polo Shirt reward. Available only in White. Embroidery SuRu crest and emblem in front. Soft fabric applique with water base print attached on the back.
The Limited Edition 100% cotton Polo Shirt reward. Available only in White. Embroidery SuRu crest and emblem in front. Soft fabric applique with water base print attached on the back.

The Sweatshirt

The Limited Edition 100% cotton Sweatshirt Reward. Available in Grey & Blue. Both colors and prints available for men + women.
The Limited Edition 100% cotton Sweatshirt Reward. Available in Grey & Blue. Both colors and prints available for men + women.

The Hoody

The Limited Edition 100% cotton hoody reward. Availabe only in Charcoal. Choose between Orange or Red graphic print. Fabric elbow patches, comes with same color as the graphic prints.  Individually designed for men and women body fit (Not a unisex fit).
The Limited Edition 100% cotton hoody reward. Availabe only in Charcoal. Choose between Orange or Red graphic print. Fabric elbow patches, comes with same color as the graphic prints. Individually designed for men and women body fit (Not a unisex fit).

What your funds will do for us:

  • Help produce 500 units of blank t-shirts in various designs, colors and sizes for both men and women
  • Help build a new vibrant and robust website 
  • Help fund our local Marketing and Promotion agendas

When we raise over $30K, we will be able to produce blank Hoodies and Sweatshirts for our Fall/Winter collection and ship them to our location here in the San Francisco Bay Area, where we will do all the prints and embroidery. Below are few designs from our Fall/Winter collection.

At $30,000 we can produce our Fall/Winter collection.
At $30,000 we can produce our Fall/Winter collection.
At $30,000 we can produce our Fall/Winter collection.
At $30,000 we can produce our Fall/Winter collection.

Ese, Arigato, Gracias, Danke, Shukran, Sukriya, Salamat, Gamsaabnida, Merci, Tack, Xiexie...

Picture taken at Odaiba in Tokyo last year
Picture taken at Odaiba in Tokyo last year

Baba and SuRu can't say it enough, so THANK YOU endlessly for your support!

Risks and challenges

The challenge will be getting the word out there for people to know how great our brand and products are. To help ease this particular challenge, we are asking friends, families, kickstarter patrons, and bloggers to help spread the word. We can only do this with your help.

On the production side, we've spent three years working on a smooth production process and ensuring we deliver a high quality product that represents our brand. We reached that milestone last year when we released our top collection with 18 designs. This by no means suggests we are perfect. But what we are is experienced in producing high quality apparel in a timely manner.

Production Timeline: Begins & End
Fabric Making: Last Week of June 2013
Sewing & Coloring: July to August 2013
Shipping to our location: August 2013
Print Local: September 1st to 15th 2013
Ship to backers: September 16th to 30th 213

We promise to do everything within our capacity to mitigate any posing risks. We will make sure we stay engaged with our supporters and communicate any developments as they occur. We will open a forum for you to post questions so we can address your concerns as soon as possible. We will inform you on our progress, and we would like you to know that despite the fact that things tend to shift in our industry, we promise to rectify any issues that may arise.

Learn about accountability on Kickstarter

Questions about this project? Check out the FAQ

Support

  1. Select this reward

    Pledge US$ 10 or more About US$ 10

    THE TAKE-OFF- A special “thank you” listing your name on our social media pages (Facebook & Twitter) as part of our Kickstarter family. This level applies to all of the rewards below. You can choose to remain anonymous- We'd rather you not cuz you are awesome and you deserve to be recognized!

    Less
    Estimated delivery
    Ships to Anywhere in the world
    12 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  2. Select this reward

    Pledge US$ 20 or more About US$ 20

    THE ARRIVAL- A special “thank you” postcard signed by Baba (founder) and listing your name on our social media pages (Facebook & Twitter) as part of our Kickstarter family + a sticker & wristband.This level applies to all of the rewards below. You can choose to remain anonymous- We'd rather you not cuz you are awesome and you deserve to be recognized!

    Less
    Estimated delivery
    Ships to Anywhere in the world
    1 backer
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  3. Select this reward

    Pledge US$ 35 or more About US$ 35

    THE PASSPORTS- Our See No Color, Only Culture t-shirt with a special "Thank You" postcard signed by Baba (founder), + a sticker & wristband.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    23 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  4. Select this reward

    Pledge US$ 55 or more About US$ 55

    THE CREW- One Limited Edition 100% cotton Sweatshirt with a special "Thank You" postcard signed by Baba (founder), one sticker & wristband.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 6 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  5. Select this reward

    Pledge US$ 70 or more About US$ 70

    THE VISAS- Two (2) Limited Edition 100% cotton Polo Shirts + One cab driver hat with a special "Thank You" postcard signed by Baba (founder), a sticker & wristband. One for her, one for you or vice versa (Valued @ $125)

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 16 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  6. Select this reward

    Pledge US$ 75 or more About US$ 75

    THE HOODLUM- One (1) Limited Edition 100% cotton zip-up Hoody with a special "Thank You" postcard signed by Baba (founder), one-sticker & wristband.

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 8 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  7. Select this reward

    Pledge US$ 99 or more About US$ 99

    THE IMMIGRANTS- Two (2) Limited Edition 100% cotton Sweatshirts + One cab driver hat with a special "Thank You" postcard signed by Baba (founder), 2-Stickers & 2-Wristbands. Give one to a brother or a sister (Valued @ $155)

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 13 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  8. Select this reward

    Pledge US$ 149 or more About US$ 149

    THE RESIDENTS- Two (2) Limited Edition 100% cotton zip-up Hoodies + One See No Color, Only Culture t-shirt with a special "Thank You" postcard signed by Baba (founder), 2-stickers & 2-wristbands. You are allowed to give one to a friend or "friend" ;) (Valued @ $205).

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 18 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.
  9. Select this reward

    Pledge US$ 500 or more About US$ 500

    THE CITIZENS- Get Two (2) of everything: Two T-shirts, Two Polo Shirts, Two cab driver hats, Two Sweatshirts, Two Hoodies + Two postcards, Two stickers & Two wristbands. You can even get your initials embroidered on the Polo & Sweatshirt (3 letters max). Two VIP invitations to our fall/winter fashion show, [Provided we hit the $30K stretch goal]. If you live in the Bay Area, I (Baba- Founder) will personally deliver your reward with a handshake or a hug :). We recommend this pledge level to couples, siblings, close friends and folks who just like to own everything in twos :).

    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 4 backers
    $
    Kickstarter is not a store.

    It's a way to bring creative projects to life.

    Learn more about accountability.

Funding period

- (41 days)