Black-Owned Lifestyle Brand Crowdfunds $75K With Jrue And Lauren Holiday Fund Support

A Black-owned New Jersey lifestyle brand aims to land $75,000 in financing from the Jrue and Lauren Holiday Social Impact Fund and the Newark Alliance.

Dec 21, 2023 - 17:00

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In a rare crowdfunding effort, a Black-owned New Jersey lifestyle brand intends to secure $75,000 in financing from the Jrue and Lauren Holiday Social Impact Fund (JHL) and the Newark Alliance.

Newark-based BrownMill Atelier, the flagship storefront of BrownMill Company, recently announced up to $75,000 of all December sales will be paired with the extra funding. In November, BrownMill Company was selected as a 2023 JLH Grantee. JHL vowed to match up to $35,000 in sales to support the company.

In December, the Newark Alliance joined the campaign by launching a match of up to $40,000 in sales.

Now, the funding could help BrownMill reach its $100,000 crowdfunding goal before 2024 if it gains the full match from the fund providers. According to BrownMill’s website, over $50,000 has already been raised online. The new funding differs from the usual crowdfunding that typically raises money from many people to finance a business drive or campaign.

The brand’s products include ethically conscious and environmentally friendly clothing for men and women. Goods are sold online and at its Newark site along Halsey Street, the shopping and entertainment hub in downtown Newark. BrownMill Atelier was its first storefront in June 2021 and became an anchor tenant.

Since then, the brand’s support includes NBA players, including Holiday, Dwyane Wade, and Carmelo Anthony. The fresh funding support will reportedly help propel BrownMill to the next phase, including potentially assisting in buying a new building, expanding the brand’s clothing range, and increasing its sustainability and community impact.

BrownMill’s projects revenue of $500,000 to $600,000 in 2024. That would compare with 2021 revenue of $327,000, and $350,000 in 2022. BrownMill says the higher sales could come from upcoming strategic partnerships with major U.S. retailers in 2024. The business also plans next year to expand its reach with various BrownMill pop-up shops along the West Coast. And it’s taking big steps to scale up e-commerce efforts, investing more in digital media and advertising.

BrownMill co-founder and CFO Kwaku Agyemang added, “And we’re not stopping there – we’re going international with our first Pop-Up tour in cities like Toronto, London, Amsterdam, and Accra, marking a pivotal moment in BrownMill’s global journey and history.”

In terms of community engagement, the BrownMill brand is proactive. For instance, the brand hosts stand-alone events and event series, including monthly game nights, seasonal festivals and markets, and school supply drives. It also co-sponsors a garden in Newark called “Giving 1/10th” that provides fresh and organic vegetables to residents.

“We are immensely grateful for the support the Newark community, JLH and Newark Alliance have shown towards BrownMill’s growth over the last few years,” said Justis Pitt-Goodson, co-founder and CEO of BrownMill Company. “We are excited for this crowdfunding campaign to continue our momentum and strengthen the impact our sustainable legacy will have on Halsey Street, Newark and beyond.”

Boston Celtics guard and 2021 NBA champion Jrue Holiday and his wife, Lauren, a two-time Olympic gold medalist for the U.S. Women’s National Soccer Team, launched their social impact fund in 2020 after the COVID-19 pandemic and protests over the murder of George Floyd. BLACK ENTERPRISE has previously reported on some of their efforts.

Fund co-founder Lauren said, “JLH was formed with the mindset of paying it forward, and the community effort that has gone into this crowdfunding campaign has perfectly exemplified what we aim to do.”

Ashley Mays, chief of Place and Real Estate for the Newark Alliance, commented on Hasley Street and BrownMill and their positive community impact. “We are excited to be part of what’s to come for its continued growth and standing as a leading clothing brand in Newark and beyond.”