VISION

THE NEW MAINSTREAM is a cultural movement and product label that partners with forward-thinking brands, artists and communities to create limited-edition products that drive culture forward.

We believe in the power of collaboration to build a new definition of mainstream - one that celebrates culture, amplifies voices and channels creativity toward positive impact.

The Logo

Our mission is three-fold:

  1. Drive Culture Forward - Create products that challenge the status quo and redefine what "mainstream" means
  2. Build Community - Connect like-minded creators and consumers around shared values
  3. Generate Impact - Raise funds for Africa-focused causes and projects that create lasting positive change

THE CREATIVE CANVAS

At the heart of our visual identity is the rectangular space between "THE" and "NEW" in our logo - a creative canvas where partners can express their unique interpretation of the new mainstream. This space represents the opportunity for transformation, where your brand's creativity can help redefine what mainstream culture looks like.

The Canvas

Partners have complete creative freedom within this canvas, whether it's:

  • Your signature patterns, designs or logo
  • Cultural symbols or flags
  • Typography or illustrations
  • Colours representing your brand or cause

PARTNERSHIP MECHANICS

Ideation & Selection

  • We identify potential partners whose values align with THE NEW MAINSTREAM
  • Together, we brainstorm how your brand can uniquely fill the creative canvas
  • We develop a concept that authentically represents both our visions

Product Development

  • Initially focused on high-quality merch (t-shirts, hoodies, sweaters, hats, tote bags)
  • Future expansion into other product categories (food, drink, wellness, homeware, accessories)
  • All products feature THE NEW MAINSTREAM logo with your creative canvas interpretation

Production & Fulfilment

  • All merch produced and fulfilled through EVERPRESS
  • Limited edition drops create urgency and exclusivity
  • Sustainable production practices where possible

Marketing & Launch

  • Collaborative promotional strategy across both partner channels
  • Storytelling around the partnership and creative interpretation
  • Emphasis on the cultural significance and impact goals

Impact & Revenue

  • Portion of proceeds directed to Africa-focused causes and projects
  • Transparent reporting on funds raised and impact created
  • Revenue sharing model that benefits both partners and causes

CASE STUDY: STORIES WE CHERISH

Partnership Overview

Stories We Cherish, known for their distinctive abstract patterns and bold colour palettes, could partner with THE NEW MAINSTREAM to create a limited edition collection featuring their bestselling orange and green organic pattern.

Stories We Cherish has a vision of celebrating African cultures, lifting communities and providing a cultural exchange through textiles. More than a fashion brand, they're a social enterprise, and they aspire to ensure that anyone who works for and with the brand benefits from and is empowered by the collaboration.

All rights reserved by Stories We Cherish

Creative Interpretation

The Stories We Cherish pattern was adapted to fill the creative canvas, representing their interpretation of the new mainstream: organic, boundless creativity that breaks conventional design norms and celebrates natural forms and vibrant diversity.

Product Line

  • Black oversized t-shirts featuring the orange/green pattern and collaborative logos
  • Limited run of 200 pieces per item

Impact Focus

Proceeds supported emerging textile designers in West Africa, providing grants and mentorship opportunities. Possible charity partner: Kwanda


FUTURE VISION

While we're starting with merch, our vision extends to a wide range of product categories:

  • Food & beverage collaborations
  • Wellness products
  • Homeware and decor
  • Accessories and lifestyle goods

Each partnership will continue to use the creative canvas as the focal point for collaboration, ensuring a consistent brand identity while allowing for unlimited creative expression.


JOIN THE MOVEMENT

THE NEW MAINSTREAM is more than a product label—it's a cultural network state building a shared vision of what our mainstream culture could and should be.

By partnering with us, you're not just creating products, you're helping to build a more inclusive, creative and impactful cultural landscape.

To discuss partnership opportunities, please contact: hello@marmalade.ventures


THE NEW MAINSTREAM is wholly owned and operated by Marmalade Ventures