We are absolutely in love with this brand!
Latif Yahya-Ibn Rashad is a creative force that is reshaping the design industry. He hails from the heart of Atlanta by way of Brooklyn, and to many, he’s simply known as Latif Yahya—the visionary founder behind Wisdom Fashion House, a brand that specializes in unique eyewear. His journey from the streets of Brooklyn to the halls of high-end retailers is nothing short of inspiring, fueled by a passion for creativity and a belief in the power of childhood dreams.
Yahya noticed his passion for art at an early age, creating drawings that would set him on a path of artistic exploration and ultimately shape his future. He went from editing MySpace pages and Facebook profile pictures to exploring the interconnectedness of Hip-Hop and graffiti art. That medium led him to graphic design, prompting him to create his very first logo.
“I was seven years old, in the second grade, when I created my first drawing. I remember telling my art teacher I wanted to be an artist, make clothes, cartoons, and design sneakers…When I got my first GameCube, I would listen to the soundtracks of video games… and they would force me to do a deep dive [into] classics like Illmatic, Ready to Die, and Reasonable Doubt. Hip-hop influenced me to play very closely to graffiti art. I eventually developed a skill in Photoshop, and the very first time I used it, I drew my Wisdom logo, Yahya told Because Of Them We Can.
In 2010, Yahya launched his first lifestyle clothing brand, selling t-shirts to his friends and peers. What started as a passion project soon gained momentum, spreading like wildfire through his high school with teachers, coaches, and even the principal all wearing Wisdom tees. This launched his journey as a designer and gave him the faith needed to propel his passions into a larger market.
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In Atlanta, Yahya found his community and ignited a movement. When he began making custom eyewear, a friend’s boutique store was the first to carry his products. He connected with other burgeoning Black designers there, reflecting fondly on his beginning days when he manifested his dreams of eventually landing his products in larger retailers.
“I didn’t know where to start to get inside of [larger retail] stores. I would print out my line sheet and pitch my product to all the stores in the mall that would interest me. I would get no after no until I stumbled across one boutique willing to take a chance on me. My good friend, Nicole, opened a store called Merge in Phipps Plaza. Merge carried all the Black designers from around the world. I would go to her store daily to network with other brands and clients she would attract. I deeply believed that I’d eventually get into a larger retailer. I wouldn’t know how, but I’d know it would happen,” Yahya recalled.
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Fast forward to today, Wisdom Eyewear is currently available in major retailers, including Nordstrom and Revolve. Yahya also made history as the youngest designer in Neiman Marcus in 2023 and the first designer to go on tour with Nordstrom, giving an unprecedented spotlight to his work. For him, seeing the eyewear in stores he once considered unattainable is “nothing short of magic.” But it wasn’t luck that got Yahya here—it was perseverance, talent, and a willingness to embrace every “no” as a step closer to his dreams.
“Looking back, each step mattered, the patience, the no’s, and the belief…Being in these high-end stores gives the ethos of brand purpose and the exposure it deserves,” he explained.
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Wisdom Eyewear’s popularity is rooted in its simple yet profound purpose: embrace the childlike wonderment in the world. Through his designs, Yahya seeks to challenge the status quo, putting “the right thing in the wrong place” to spark curiosity and inspire imagination. It’s a philosophy that resonates with adults who refuse to let go of their childhood dreams and who believe in the power of humor and the importance of staying true to oneself.
“What I’m doing becomes important because it influences a childlike nostalgia onto our audience—inspiring humans to exist more formless and boundaryless to follow their childhood dreams. It’s the very small things that make the world a better place,” said Yahya.
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Recently, Yahya set his sights on launching the “Adults are Born Kids” eyewear collection with Nordstrom. The collection features an array of tinted eyewear that is both classic and futuristic in nature, with a variety of shapes and colors. With planned statewide and international pop-up installations on the horizon, Yahya is eager to share his vision with the world—a vision where creativity and innovations reign supreme, a world that knows no bounds, where humor is the greatest form of cultural impact.
“Our design language is stoic in its form but whimsical in its style, whether it be the storytelling of our campaigns or the physical design of our product. Wisdom is specially made for the Adults who were Born Kids.”
Make sure to pick up your pair of Wisdom Eyewear now @WisdomATL.
Cover photo: Meet Latif Yahya, the Innovative Designer Building an Eyewear Empire With Wisdom Frames/Photo Credit: Latif Yahya/Wisdom Fashion House