The PLEASURES x Reebok Club C Bulc ‘Not Guilty’ Is Not Your Typical 4/20 Sneaker
LA label and are continuing their long standing partnership with a brand new Bulc designed to raise awareness around those still incarcerated even after cannabis has been widely legalised across the United States. Dubbed ‘Not Guilty’, the Club C Bulc is manufactured in a familiar mix of green suede/nylon uppers, with the PLEASURES name replacing Reebok on the midfoot window. On the left tongue, the political intentions of the collaboration are made clear, reading ‘Justice Reform.’
‘It was an easy choice to team up and amplify our major voices on this issue,’ PLEASURES co-founder Alex James said in a press release. ‘Put some real money and awareness behind the project to get affected people out of jail and back in society.’
Forming part of a collection including t-shirts, shorts and hoodies, Reebok has also pledged $10,000 to the Last Prisoner Project, a nonprofit initiative dedicated to criminal justice reform through progressive drug policy.
Executive Director of Last Prisoner Project Sarah Gersten states: ‘At its core, the war on drugs was built upon a decades-long, false, media-driven narrative that “marijuana” was one of society’s most menacing enemies. This misinformation campaign ultimately led to a highly racialised enforcement of cannabis prohibition, which disproportionately surveilles, arrests, charges, and incarcerates black and brown community members. To know we have the support of companies like Reebok and PLEASURES, helping us break these stigmas and reverse these trends – it’s a powerful statement.’
The PLEASURES x Reebok Club C ‘Not Guilty’ will launch on the PLEASURES website on April 19.