Meet Tamira Wells, a visionary entrepreneur with a deep-rooted passion for fashion and a commitment to honoring her family’s legacy. In this exclusive interview, Tamira shares her journey of relaunching New Heritage, a beloved fashion brand with deep familial ties, and discusses the challenges, inspirations, and achievements that have shaped her path. Discover how her uncle’s background as a graphic artist influenced the brand’s creative direction, the memorable moments she’s experienced since the relaunch, valuable lessons learned along the way, exciting upcoming projects, and her vision for the legacy of New Heritage.
Can you share a bit about the challenges you faced while relaunching the brand, especially considering its deep familial ties?
What inspired me to revive New Heritage and continue the legacy of my late aunt and uncle was a deep sense of respect and admiration for their vision and the impact they made in the fashion industry. Growing up, I witnessed the passion and dedication they poured into the brand, and I felt compelled to honor their legacy by bringing New Heritage back to life. Their commitment to celebrating diversity and empowerment through fashion resonated with me deeply, and I knew that continuing their work would not only preserve their memory but also make a meaningful contribution to the industry. Reviving New Heritage was a way for me to pay tribute to their pioneering spirit and ensure that their vision continued to inspire and uplift others for generations to come.
How did your uncle’s background as a graphic artist influence the creative direction of New Heritage?
Relaunching New Heritage while navigating its deep familial ties presented several challenges along the way. One significant obstacle I faced was losing my job just a month after the brand’s relaunch. It was a difficult blow, especially considering I had invested a significant amount of time, effort, and resources into the launch, including hosting a launch party and purchasing inventory. The sudden loss of income added immense financial pressure and uncertainty to an already challenging situation. However, despite the setback, I remained determined to persevere and honor the legacy of my late aunt and uncle. Seeking permission from my uncle’s side of the family was a crucial step in respecting our shared heritage and ensuring that the relaunch honored his memory. It was essential to foster open communication and collaboration within the family, as their support and blessings were instrumental in moving the brand forward. By navigating this process respectfully and transparently, I not only honored my uncle’s memory but also strengthened the familial ties that are deeply intertwined with the brand’s identity. Despite the setbacks, the resilience I found in my uncle’s memory and my passion for the brand fueled my determination to persevere. Ultimately, overcoming these challenges reinforced my commitment to New Heritage and strengthened the familial ties that are deeply intertwined with the brand’s identity.
Could you tell us about a particularly memorable moment or achievement you’ve experienced since relaunching the brand?
My uncle’s background as a graphic artist and his education at Parsons fashion school in New York had a profound influence on the creative direction of New Heritage. With his keen eye for design and his commitment to promoting positive black images, he recognized a gap in the market and sought to fill it by creating clothing that celebrated African-American culture and empowerment. His expertise in graphic design enabled him to translate his vision into visually compelling and culturally resonant designs, which became a hallmark of the New Heritage brand. By incorporating imagery that uplifted and empowered the black community, he not only set New Heritage apart from other fashion brands but also established it as a platform for cultural expression and celebration. His legacy continues to inspire the creative direction of New Heritage today, as we strive to uphold his vision and carry forward his commitment to promoting diversity and empowerment through fashion.
What are some valuable lessons you’ve learned throughout your journey with New Heritage?
A particularly memorable moment since relaunching the brand was when New Heritage clothing was featured on the new Boomerang series on BET. This moment held special significance as Boomerang was not only a popular 90’s movie but also a cultural icon, having been worn by influential figures like Martin Lawrence and Chris Rock. Seeing New Heritage showcased on the revamped Boomerang series was not only a validation of the brand’s resurgence but also a nod to its rich cultural heritage and its impact on the fashion landscape. It was a proud moment for the brand to be associated with such an iconic show and to have our clothing worn by characters who are revered in popular culture. This achievement underscored the enduring relevance and appeal of New Heritage, both then and now, and served as a testament to the brand’s continued impact and influence in the fashion industry.
In the face of challenges or setbacks, what advice would you give to others looking to honor their family’s legacy or pursue a passion project?
In the face of challenges or setbacks, my advice to others looking to honor their family’s legacy or pursue a passion project is to keep moving forward. Despite the hurdles, it’s essential to maintain a positive outlook and stay optimistic about the future. Recently, I experienced a setback when I was let go from my job, which was crucial for covering bills and supporting my son. While it could have been viewed as another setback, I choose to see it as an opportunity for growth and new beginnings. By staying positive and resilient, we can overcome obstacles and continue pursuing our dreams with determination and perseverance. Every setback is a chance to learn, grow, and ultimately, come back stronger than before.
Can you share any upcoming projects or developments that you’re excited about for New Heritage?
I’m excited to share that we’re currently in the planning stages for a Legacy art show, which will showcase images of my late aunt and uncle, particularly highlighting my uncle’s works. This art show will not only celebrate their creative contributions but also serve as a tribute to their enduring legacy and influence. It’s an exciting opportunity to honor their memory while also showcasing the artistic vision that continues to inspire New Heritage. Additionally, we’re exploring new collaborations and partnerships that align with our brand’s values and mission, further expanding our reach and impact in the fashion and cultural landscape. Partnering with iconic 90’s brands like Reebok, Converse, and others is an exciting prospect for New Heritage. Collaborations with these brands would not only pay homage to the era that inspired our brand but also bring together shared cultural influences and aesthetics. By joining forces, we can create unique and compelling collections that resonate with fans of both brands, offering them a nostalgic yet contemporary take on 90’s fashion. These partnerships would also provide an opportunity to amplify our brand’s visibility and reach new audiences who share a love for 90’s culture. We’re excited about the potential to collaborate with these esteemed brands and bring our shared vision to life through innovative and impactful collections.
Finally, how do you envision the legacy of New Heritage evolving over time, and what impact do you hope it will have on future generations?
I envision the legacy of New Heritage evolving over time as a lasting testament to creativity, resilience, and cultural significance. My ultimate hope is that New Heritage will continue to inspire future generations, serving as a source of pride and empowerment for my son, grandchildren, nieces, nephews, and beyond. By preserving and celebrating our family’s heritage through fashion, art, and community, I aspire for New Heritage to become a symbol of resilience, creativity, and cultural pride for years to come. My dream is for future generations to carry forward the legacy of New Heritage with the same passion, dedication, and reverence that I have, ensuring that its impact continues to resonate and inspire for generations to come.
