BEHIND THE STITCH: ALANI
June 21, 2024
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In the heart of Ghana’s bustling creative scene lies a fashion powerhouse that is reshaping the global perception of African streetwear–Free The Youth (FTY). Founded in 2013 by a visionary collective comprising Jonathan Coffie, Kelly Foli, Winfred Mensah, and Richard Kweku Ormano, the brand has become a cultural beacon for the African youth, merging fashion, music, and activism in an electrifying blend. What began as a humble project in the vibrant city of Tema has transcended borders, placing Ghana firmly on the global fashion map.
FTY is not just a clothing brand; it is a movement aimed at empowering the youth by providing a platform for self-expression. The founders, inspired by the socio-economic struggles of Ghanaian youth, envisioned a space where fashion could be a voice–bold, unapologetic, and globally relevant. Drawing heavily from Ghanaian culture, their designs celebrate African identity while challenging societal norms. With slogans like “Power to the Youth,” their clothing encapsulates the hunger for change and the relentless spirit of Africa’s younger generation. Through every graphic T-shirt, sweatshirt, denim piece, and accessory, they send a powerful message: African youth deserve to be seen and heard.
FTY’s influence extends beyond apparel to immersive pop-up events that blend fashion with art and music. These events are not just retail spaces; they are cultural experiences. One of their most notable events was the “UPCYCLE Pop-Up” in December 2022, held in Accra. This event highlighted sustainable fashion, a growing concern in the industry, by featuring upcycled clothing. Attendees were treated to a fusion of fashion, music, and community engagement, reflecting the brand’s commitment to both creativity and environmental consciousness. Such events have solidified FTY’s reputation as more than a fashion brand–it is a cultural powerhouse where young creatives gather to express themselves.
FTY has also achieved global recognition through strategic partnerships with some of the world’s most influential fashion brands. These collaborations have amplified their message and elevated Ghanaian streetwear on the global stage. In March 2025, Free The Youth partnered with Jordan Brand for its 40th-anniversary campaign. As part of the collaboration, they released a track titled “FREEEE” featuring Ghanaian artists Bosom P-Yung and Lil Skid. This project perfectly encapsulated the intersection of fashion and music–a hallmark of FTY’s ethos. Another groundbreaking partnership was with Daily Paper, the Amsterdam-based fashion brand known for its African heritage.
This collaboration celebrated the deep friendship between the two brands, resulting in a vibrant collection that debuted at a pop-up in Accra before going global. The collection sold out quickly, further cementing FTY’s international appeal. These partnerships not only showcased FTY’s creative prowess but also demonstrated how African brands could thrive on the global stage.
Free The Youth has found loyal supporters in the music industry, with some of Ghana’s biggest stars championing the brand. Kwesi Arthur, one of Ghana’s leading rappers, has featured FTY apparel in his music videos on many occasions, including the iconic “Grind Day” and “Mensah,” which also featured Kofi Mole. B4bonah and Amaarae have also been spotted rocking FTY pieces, reinforcing the brand’s status as a favorite among Ghanaian artists. Through these endorsements, FTY has solidified its place at the intersection of fashion and music, influencing not just what people wear but how they feel.
Free The Youth is not just about creating stylish clothes; it is about creating opportunities. In this spirit, they founded the NGO Ghetto University, an initiative aimed at providing young people with the skills and resources to build sustainable careers in creative industries. The program offers mentorship and training in areas such as graphic design, photography, screen printing, music production, and interior design. By encouraging youth to see art as a viable profession, Ghetto University is nurturing the next generation of African creatives. It reflects FTY’s broader mission of empowerment and societal transformation.
Free The Youth has been featured in high-profile publications such as Vogue, Hypebeast, and Highsnobiety, where they were celebrated for redefining African fashion. The brand stands out not just for its aesthetics but for its commitment to telling African stories through clothing. The international spotlight has not diluted their roots. Every stitch in an FTY garment speaks to the resilience, creativity, and pride of African youth. It is this authenticity that has made them a global sensation.
From its humble beginnings in Tema to collaborations with global giants like Jordan Brand and Daily Paper, Free The Youth has proven that African fashion is not just a trend–it is a force. Jonathan Coffie and his team have created more than a brand; they have built a legacy of empowerment. As they continue to host pop-ups, collaborate with iconic brands, and engage with global audiences, Free The Youth is not only breaking barriers; they are rewriting the narrative. In the words etched into their designs, they are freeing the youth–one bold statement at a time.
