Kith will be more committed to diversity and equality in 2021, Ronnie Fieg announced on Instagram. On Tuesday, the founder of the streetwear brand published a statement that highlighted some initiatives the label will take this year to support Black creatives and underprivileged youth.

According to the statement, Fieg has been working on this project for at least seven months – when protests against police brutality and racial injustice took streets all over the world. He announced entrepreneur and philanthropist Sharifa Murdock as Kith’s new Chief of People, who will oversee the efforts at the brand. The two are expected to launch charitable organization Kin Foundation this year. 

“What I’ve realized is that using the brand as a platform to create change is more important than anything I ever dreamed of accomplishing,” Fieg wrote. “I’ve worked on changing what we do as company and added the responsibility of giving back to a culture that has constantly influenced and inspired me.”

Fieg announced that Kith will partner with MLK III in commemoration of Martin Luther King Jr.’s March on Washington, raising funds to support “his continued activism and critical humanitarian work.” During Black History Month in February, the brand will feature a series of releases by independent Black artists throughout the month. 

He also revealed a second capsule collection in partnership with the estate of the Notorious B.I.G., which will also aim to raise funds to support education via the Christopher Wallace Foundation. And, in celebration of Kith’s 10th anniversary, the brand will highlight local minority-owned businesses and will make efforts to ensure that at least 15% of the multi-brand items they sell comes from Black creators. 

“Having people of color in senior positions leading these projects has been key and will continue,” Fieg wrote. “Thank you to Greg Betty and Marlon Beck for helping to bring them to life. Better in 2021.”

You can read the full statement below:

“7 months ago I made a statement. I said that I can do better and that we as a brand can do better. Since then we’ve gone to work. I always pictured Kith as a medium to bring my childhood dreams to life. What I’ve realized is that using the brand as a platform to create change is more important than anything I ever dreamed of accomplishing. I’ve worked on changing what we do as company and added the responsibility of giving back to a culture that has constantly influenced and inspired me. Not just now, but indefinitely.

Change is never easy. Understanding that I needed help was step one. I needed to hire the best person for the job; someone who would know how to utilize our influence and make the best use of our voice. In July I called Sharifa Murdock, a longtime friend and an incredible woman who has devoted a big portion of her career to giving back. I was really happy she accepted the role of Chief of People. We’ve talked about establishing a foundation for underprivileged youth for a little over 2 years. In 2021 it’ll become a reality.

On Monday, in partnership with MLK III, we’ll have the honor of commemorating Dr. King’s iconic March on Washington. The funds we’ll raise will support his continued activism and critical humanitarian work. For Black History Month, we’ll highlight independent Black artists with a month-long series of releases, raising funds and awareness for each one’s work and cause. We’ll also continue working with legacy artists who took part in shaping Black American culture, including a 2nd capsule with the estate of the Notorious B.I.G., this time shifting to a charitable model that’ll support education through the Christopher Wallace Foundation.

To build stronger bonds in our communities, we’ll use our 10th anniversary year to shine a light on local minority-owned businesses through the use of our global platform. We’ve also worked with the BIFC to ensure that at least 15% of the multi-brand apparel we sell will be from Black designers.

Having people of color in senior positions leading these projects has been key and will continue. Thank you to Greg Betty and Marlon Beck for helping to bring them to life.

Better in 2021.”