From the bustling streets of Tema in Ghana’s Greater Accra Region, FREE THE YOUTH has grown from a local streetwear collective into one of West Africa’s most talked-about fashion exports. Founded in 2015 by Jonathan Coffie, Kelly Fokuo, Winfred Mensah, and Richard Ormano, the brand merges bold, graphic-led designs with a distinctly Ghanaian flair, creating pieces that speak to a new generation of African creativity.
Though it started as a statement of youthful rebellion, it soon evolved into a meaningful movement to empower Ghanaian (and African) youth. The label now operates as a collective spanning a fashion brand, creative agency, and NGO, all devoted to fostering creative freedom and community development.
Free the Youth marries streetwear with storytelling. Their graphics feature powerful cultural commentary—from affectionate nods to Afrobeats and urban life, to critiques of corruption—captured on t-shirts, sweatshirts and denim. They offer style that’s both affordable and impactful.
Their flagship space on Liberation Road in Accra doubles as a studio, workshop and creative hub for young people to hang out, work and dream. Their “Ghetto University” project trains youth in screen printing, photography, music and design, because talent deserves space to grow.
Although deeply rooted in Ghanaian culture, the brand has earned an international following. A-list musicians such as Wizkid, Davido, Asake, Tems, Rema, Ayra Starr, Amaarae, Chance the Rapper, Vic Mensa, Stormzy and Jorja Smith have all been seen sporting its designs.
Their recent campaign with Nike’s Jordan Brand hammered home their global appeal, featuring a moving short film tracing a paper plane from Tema to Brixton — symbolising journey, roots and universal impact.
Creative Liberation
A clarion call for self-expression in a society that sometimes values conformity, Free the Youth encourages youth to reclaim fashion—and their futures—on their own terms.
Community Building
Beyond garments, their mission includes education, mentorship and empowerment. The Ghetto University initiative helps level creative access for Ghana’s younger generations.
Cultural Authenticity
Their designs emerge from lived experience, unfiltered and genuine. They reflect Ghana’s stories—not just for Ghana, but for the world.
Affordability Meets Integrity
Free the Youth deliberately price their clothing accessibly—ensuring that creative expression remains inclusive and not just a luxury.
FREE THE YOUTH isn’t just fashion. It’s a movement. One born in the streets of Tema, rooted in community, and blossoming across continents. It’s streetwear with soul, a youthful rebellion turned into creative liberation – truly “for everyone, no matter their age.”
