About:

JUICE Project is a streetwear fashion brand born in Boston, MA. Established in the summer of 2011 by two brothers, Omari and Tarik Welch, the venture began as an artistic experiment that has turned into a dynamic fashion project due to an evolving creative direction that derives from poetry, studio art, and lived experience. “JUICE” itself harks its origin to the reverence of childhood cravings, little cousins filling up their glasses to the brim. It has since taken the form of an embodying acronym for:

• Justified

• Understanding

• In

• Creative

• Expression