The fashion world has undergone a significant transformation, moving away from outdated conventions toward a more inclusive and representative future. This shift reflects a broader societal movement, where authenticity and diversity are not just appreciated but expected. As fashion begins to tell more personal, inclusive stories, its role as a platform for self-expression and cultural identity continues to grow.

Standing as a bold example of this progress is BLACK Fashion Brand, a label created by Dutch entrepreneur John Linger. Rooted in his personal experiences with fitness and inspired by his Surinamese heritage, the brand challenges norms and redefines what fashion can represent. With a focus on individuality, empowerment, and community, BLACK Fashion Brand does more than design clothing it connects people, ideas, and identities.

A Story Woven Through Life and Experience

John Linger’s journey began in the Netherlands, near Amsterdam, where he was raised with a strong connection to his Surinamese roots. A lifelong athlete, John specialized in various martial arts and served in the military before turning his focus to the world of fitness and lifestyle coaching.

This foundation led to the creation of BLACK Fashion Brand in 2020, a platform that fuses his love for movement, his passion for self-expression, and his desire to build a more connected and inclusive fashion landscape.

Fashion with Purpose

More than a clothing label, BLACK is built on a mission. The brand was launched in response to a growing sense of division in the world, with the goal of uniting people through a shared sense of strength and authenticity. BLACK does not represent a single race or ideology. Instead, it stands for all identities, symbolized by its Ace logo, the highest card in the deck, representing excellence, boldness, and self-belief.

The brand’s motto, “Black Strong & Bold,” encapsulates this message, celebrating the strength that comes from being true to oneself, regardless of background.

Empowering Through Apparel

John envisioned a clothing line that would resonate on a deeper level—something that carried meaning and inspired confidence. BLACK Fashion Brand was born out of that vision. The brand’s appeal lies in its commitment to inclusive design and the belief that fashion should uplift those who wear it.

By creating pieces that are both timeless and expressive, John aims to empower individuals to wear their identity with pride and to feel connected to a larger movement grounded in courage and unity.

Style Rooted in Sustainability

At BLACK Fashion Brand, style is more than trend, it’s timeless. The design team emphasizes enduring fashion that merges classic silhouettes with responsible production methods. Sustainability and individuality go hand in hand, and John ensures that each item not only reflects personal style but also a commitment to a greener industry.

Expanding the Vision

The brand began with versatile designs for men and women, and has since evolved by collaborating with creative designers who share its values. Looking ahead, BLACK Fashion Brand plans to introduce a dedicated fitness line in 2026, further blending John’s lifestyle expertise with his creative direction.

Core Beliefs

John leads with authenticity and remains dedicated to delivering honest, high-quality products. While he welcomes feedback, he stays true to the brand’s principles and identity. His design philosophy is grounded in clarity, transparency, and respect for individuality.

For John, everyone deserves the space to grow, express themselves, and be seen. BLACK is not just a name, it’s a mindset built on confidence, truth, and belonging.

Reframing Perceptions

John recognizes that the name “BLACK” can sometimes be misunderstood, but he sees that as an opportunity to challenge perceptions. For him, BLACK represents power, not exclusivity. The message is inclusive: anyone who identifies with strength, courage, and authenticity is invited to wear and share in the brand’s story.

In partnership with DJ-Talents, John integrates the brand into music culture to connect with younger audiences, keeping BLACK Fashion Brand fresh, relevant, and dynamic.

Vintage Inspiration, Modern Attitude

Drawing from the bold streetwear of the 70s and 80s, John blends nostalgia with innovation. His inspiration comes not only from history but also from his customers. He actively listens to their input, shaping his collections around real preferences and real experiences.

For John, the ultimate reward is seeing people proudly wear his creations, bringing them to life in their own unique way.

A Life of Balance

John’s personal commitment to discipline and wellness is evident in both his lifestyle and leadership. Physical fitness is not just a passion, it’s a tool he uses to maintain calm and clarity. He structures his environment to support creativity and calm, choosing to live surrounded by nature to remain centered and inspired.

Adapting to Demand

Initially created for men, BLACK Fashion Brand quickly grew into a unisex line as more women began requesting designs tailored to them. John responded by adapting existing styles and expanding the range to meet evolving needs. Every design is now approached with inclusivity in mind, from leggings to loungewear, and reflects a deeper understanding of his audience.

Every design process is a learning journey. While not every idea unfolds as planned, each experience sharpens John’s vision and brings the brand closer to its community.

A Global Outlook

John has big plans for BLACK Fashion Brand. Over the next two years, he aims to increase the brand’s presence through strategic partnerships and creative expansion. The upcoming collections will introduce a new sportswear line, designer collaborations, and a range of bags to complete the lifestyle experience.

John’s deep involvement in sports influences his meticulous approach to designing activewear. He believes in quality, connection, and the power of building lasting relationships with customers.

Fashion Meets Lifestyle

BLACK Fashion Brand is more than apparel, it’s an experience. John has created an ecosystem that includes event platforms, opportunities for emerging DJs, and entrepreneurial showcases. Through The Lifestyle Fair and the upcoming Lifestyle World Fair in 2026, he envisions a hub where fashion, music, and business intersect.

A digital extension of this vision, Lifestyle World TV, will serve as a space for entrepreneurs and creatives to share their stories, trends, and insights with a global audience.

Community Through Collaboration

John believes the future of entrepreneurship lies in collaboration, not competition. He encourages fellow business owners to share experiences, support one another, and create together. Learning from cultural differences and adapting across markets is part of this broader vision, summarized in the brand’s guiding phrase: “Connecting Different Worlds.”

The Long Game

John sees entrepreneurship as a journey, not a sprint. Patience, thoughtful planning, and trust in intuition guide his decisions. While the world craves instant results, he remains committed to sustainable, long-term growth.

Confident in the direction of his brand, John has announced the relaunch of the BLACK Fashion Brand online store in January 2025. Until then, customers can browse the collection at www.blackfashionbrand.com and place orders by contacting info@blackfashion.com.

With creativity, resilience, and a powerful vision, John Linger is reshaping the fashion industry one design at a time building a movement where style meets purpose and different worlds are brought together through bold expression.