Area Code is a label with community at its heart. Formed in Stockholm, Sweden, it creates high-end streetwear to support its own charitable foundation, which is designed to improve the lives of underprivileged communities around the world.
Founded in 2018 in Stockholm, Sweden. The brand was born with the aim to facilitate opportunity for people living in developing communities around the globe through selling good quality fashion. The collections are inspired by urban trends, with an inspirational nod to the countries and the communities it is seeking to support via the Area Code Foundation.
At Area Code, the aim is to build a community; one whereby consumers are connected to people in need. Each purchase has a purpose to make a meaningful impact. Therefore, the more commercially successful the brand becomes, the more positive influence the community can provide in areas across the world that require a helping hand for positive change.
The belief is that knowledge and education are the key for sustainable growth. For that reason, the Area Code mission starts with the building of the school GOROM 3, in Bambilor, Senegal, progress on which is regularly posted on the brand website and on the Instagram account.
GOROM 3 is only the beginning, in the future Area Code aims to help communities in other parts of the world, focusing on education issues as a first step but also striving to improve lives and empower people beyond the classroom. The new brand aims to build a community; one whereby consumers are connected to people in need. Each purchase has a purpose and will make a meaningful impact.
Each piece in the collection is produced in limited quantities, with 15% from the sale of each item going towards the work of the foundation. Due to the limited availability, Area Code has created subscription only access to the website. The ethos behind this is to develop its own community of supporters; followers of the mission behind the brand but also of the unique style of the pieces it creates. After signing up, members are able to view progress on the current project, and to register for updates on new collection drops and news about the Area Code initiatives.
The debut SS21 collection takes its inspiration from the community it is currently supporting the children of Bambilor, Senegal. The West African country provides the creative inspiration for the range, with pieces named after members of the community. Khaki and black provide much of the colour palette, predominantly over a range of sweatpants and hoodies, with a red African print making an appearance on a reversible jacket. Standout pieces include a multi-stripe kimono, named after 11-year old Moussou Kera Sane from Bambilor, the heavy-cotton piece exudes the spirit of Senegal and comes in various shades of warm orange and earthy browns. A green satin bomber jacket takes its name from 10-year old Gallo Dia, while 12-year old Cheick Niang, who dreams of being a fisherman, is the name behind a heavy-duty cotton gilet, in black, with white and orange reversible African print detail. There is also a selection of socks and canvas accessories.