It's never easy to change, to start over or to forgo something that's part of you. The decision to change our brand name from Motherland Krooks to Motherland Humans was due to the maturity of brand (and team) and the need to align our brand with the new creative and business direction. Motherland Krooks was meant to be an disruptive brand, in name and in design. Motherland Krooks' mission was to shed light on corruption, hunger and poverty, particularly in Africa, through clothing and designs. The name serviced as an invert to the cause. The idea of portraying something bad into good. And it was, intriguing to say - that's crooks with a K.
After a five year break from production, Motherland Krooks was set to be reintroduced but with a slightly different mission. We figured our work and designs should be spent uplifting the humans that are in the center and affected by corruption, hunger and poverty. More importantly, the racial awareness and unrest across the global in recent years meant that there is a new awaken within the black and brown people, and we need to play our part in reshaping this new climate. Our new mission no longer aligned with the "Motherland Krooks" and we needed to make a clear and thoughtful change without losing the typographic structure, so, Krooks became Humans.
Motherland Humans puts the people in the center of everything we do and make. Our new tags is "Starts With Us", a reminder that the motherland people are the essence of mankind and we should know and believe that every change begins with Us. Scientific evidence of the human evolution has supported the start of mankind in Africa, so out inspiration continue to reside from the people of Africa and it's descendants. We invite you to join us on this journey and start by signing up for our Mailing List.
