Profile

When Moshood, a Nigerian company whose name means "African spirit," opened its American flagship store on Fort Greene's Fulton Street in the mid-nineties, it adapted to Americans’ need for T-shirts and denim without relinquishing a bit of its African roots. Today, the store’s mostly Western pieces still have an Afrocentric bent and are often printed with Moshood's logo, an imposing African mask, and phrases like "It's all about the pride." The T-shirts are popular, but the real highlights are the urbanized versions of traditional gear: sturdy floor-length wrap skirts in bold colors, kaftans, and well-built wood-soled sandals. Painted in bright oranges and greens, the boutique itself is just as rousing as the clothing, and a constant stream of upbeat African music adds to the color. The surprisingly high walls are covered with pictures of euphoric-looking people in Moshood's clothes, along with a collection of celebrity photos (Tyson Beckford and Maxi Priest are there) that could compete with Katz’s wall of fame. — Kate Jacobs