LOOKBOOK: Cross Colours Releases “For The Culture” Campaign Honoring the Divine Nine and Featuring Retro Pieces

Cross Colours, the Los Angeles-based streetwear brand known for its cultural impact and activism, has launched a new editorial campaign titled For The Culture. The campaign includes a lookbook and short-form video series that highlights members of the National Pan-Hellenic Council, also known as the Divine Nine, wearing retro Cross Colours pieces.

The project was created to showcase the longstanding relationship between Black Greek-letter organizations, fashion, and cultural leadership. It features both undergraduate and alumni members from all nine organizations and was shot entirely in Los Angeles.

According to the creators, For The Culture aims to highlight the connection between campuses and communities, particularly in Southern California.

The campaign was co-created by Ray “Misster Ray” Cunningham, a member of Alpha Phi Alpha Fraternity, Inc., and award-winning media personality, alongside Kadeem Pilgrim, a member of Phi Beta Sigma Fraternity, Inc., and Senior Director of Marketing & Brand Partnerships at Cross Colours.

“Living on the West Coast after graduating from Virginia State University, I often missed the energy of HBCU culture,” Cunningham said. “But joining the Pasadena Eta Pi Lambda graduate chapter of Alpha Phi Alpha connected me to a powerful network of HBCU alumni and Divine Nine members in Southern California who became my extended family. Partnering with Cross Colours, a Los Angeles-born brand whose legacy mirrors our own commitment to pride, identity, and social impact, was the perfect match. Together, we launched For The Culture to honor tradition, connect campuses, and showcase how our collective presence continues to inspire and lead.”

Pilgrim added, “As a proud member of Phi Beta Sigma Fraternity, Inc. and a two-time HBCU graduate, with degrees from Hampton University and Howard University, I felt deeply connected to bringing the For The Culture photo campaign to life alongside Ray. Having Cross Colours as the vehicle to share this story with the world made the moment even more powerful. Simply put, telling this story is a dream come true.”

For The Culture presents the Divine Nine through a visual lens that blends heritage with contemporary style. While emphasizing unity, the campaign also seeks to preserve the cultural identity and historical significance of Black Greek-letter organizations during a time of heightened concern over the erasure of Black history.