John Legend Teams With Underrepresented Creatives on First Etsy Collaboration

June 12, 2023

John Legend’s voice has propelled him to global superstardom as well as the elite echelon of EGOT holders. Now, he’s looking to use his elevated platform to give a voice to marginalized groups with his first Etsy collection. The multi-hyphenate partnered with a selection of Etsy stores—with a focus on centering female designers and people of color—to put together an assemblage of limited-edition decor and lifestyle items. While natural materials and warm earth tones tie the group together, each piece has its own unique story.

John Legend Kollektion Kollaboration Etsy Keramik Regal Kaffee

Legend’s personal style inspired the composition of the collection. The set includes ceramics and pots in beiges and browns, handwoven Gullah baskets, textured pillows, and even some offerings for shoppers with animal companions, like dog beds—which Legend and wife Chrissy Teigen’s own crew of furry friends must be especially pleased about.

John Legend Kollektion Kollaboration Etsy Korbgeflechte Gullah Kissen

Working with 11 sellers across Poland, Bulgaria, Canada, the UK, and the US, Legend prioritized striking a balance between his own style and the individual aesthetics of the creatives with whom he partnered. “It was a very special experience for me to collaborate with all these talented artists, because the finished results also tell the story of their producers,” the singer-songwriter said.

“I like to surround myself with high-quality products from the hands of real people who love and are very intentional about their craft.”

John Legend

Working with 11 sellers across Poland, Bulgaria, Canada, the UK, and the US, Legend prioritised striking a balance between his own style and the individual aesthetics of the creatives with whom he partnered. “It was a very special experience for me to collaborate with all these talented artists, because the finished results also tell the story of their producers,” the singer-songwriter said.

Two of the sellers tapped for the collaboration are members of the Gullah basket weaving community in South Carolina, who use their work to carry on the legacy of their African ancestors. As early as the 17th century, the Gullah people were forcibly transported to America from various parts of Africa and enslaved. Through decades of hardship, the Gullah have preserved their cultural and spiritual connection to nature via weaving techniques, passed down through eight generations. Gullah weaving is considered the oldest African craft tradition in the United States. Traditionally, the baskets are made from locally harvested sweet grass, pine needles, and cattails—which all come with the added benefit of a pleasant, earthy scent.

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John Legend Teams With Underrepresented Creatives on First Etsy Collaboration

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