Our Story + Mission

“Be proud of our heritage. As somebody said earlier tonight, we don’t have anything to be ashamed of. Somebody told a lie one day. They couched it in language. They made everything black ugly and evil. Look in your dictionary and see the synonyms of the word black. It’s always something degrading, low and sinister. Look at the word white. It’s always something pure, high, clean. Well I want to get the language right tonight. I want to get the language so right that everybody here will cry out, ‘YES! I’M BLACK. I’M PROUD OF IT. I’M BLACK AND BEAUTIFUL!’”
— Dr. Martin Luther King, Jr., April 3, 1968

Black. A word that for decades has been a source of negativity and hatred. The impact of this undeniable truth is something that even in this modern day, the Black community struggles to free itself from. SoulFull Expression was created with one goal in mind—to Wear Black Differently.

I aspire to reclaim words and expressions that were once, and honestly still are, used to make my people feel as though we are less than—unworthy of respect and decency. I strive to use apparel to inspire, uplift, and encourage the Black community to take pride in the beauty and the power that is Blackness. In all that I do, I seek to celebrate and showcase Black culture, experience, and history—and give a voice to people who often go unheard.

SoulFull Expression is an outward expression of the way I see myself, my people, my culture, my Blackness. From the depths of my soul, I believe that being Black is a great honor and a privilege—there is a resilience embedded in us that has allowed us to triumph despite the odds stacked against us. But I realize that in order for our community to truly prosper, we must first learn and practice self-love. We must speak positively about ourselves, about our people, and about our history.

If this brand inspires one Black boy, girl, woman, or man to learn to love and cherish his or her Blackness, we have served our purpose. Self-love is needed for survival in this tumultuous society we live in—and Black love even more so. As Dr. King said, “I am Black, I am proud of it,” and yes, my Black is beautiful.

Mission: To inspire, uplift, and unite the Black community through positive representation and Black Love.

Vision: To create generations of Black people who embrace, love, and cherish the beautiful gift that is melanated skin

Why the Heart?

When people see the SoulFull Expression heart they often wonder why it looks the way it looks. Well the answer is really quite simple—it represents the duality of the Black experience. The left half represents our softness, our compassion, our love. While the right half represents our resilience, our strength, our tenacity. Together, both halves tell the full story of our experience.

On top of that, a heart represents love. And SoulFull Expression is about the love of self, Blackness, and the Black community as a whole. This brand is literally an expression of my heart for my people and myself. And so there is no better way to present that than with the gift of a heart.

Black Woman-Owned

With the rise of highlighting Black businesses, there has been an influx of companies pretending to be Black-owned when they really aren’t. And while we are all for an increase in representation, we believe authenticity is essential. SoulFull Expression is 100% owned by a Black woman. The person you see on our social media, is our owner. There is no stand in, there is no actor or actress.