On Feb 11, 2011 a bold new urban clothing line officially opened for business. Despite the connotations the name might bring to mind, Sherifa Gayle founder of Black and Ugly (BU), decided to flip negativity into something positive.
“My aim is to spread positivism and make people more self-aware and prideful and most of all conscientious.“
In my opinion Gayle takes a new approach to the way we approach and execute branding. In marketing, many hours and dollars are spent on gaining learnings through market research to find out how to get consumers to identify with their brand. The question, “How can we get our target market to ‘connect’ with us?” is debated. Slogans, Logos, and Mascots are created. Tiered approaches involving display, SEO, social networking, direct mail, etc are implemented. Choosing the name Black and Ugly is asking the consumers to transcend the brand. Gayle wants those who wear the apparel to collectively disagree with being labeled as Black and Ugly and see themselves in a positive light – Young Gifted and Black.
If you’re proud to BU, purchase a Black and Ugly item today!
Click here for their online store.
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