Juneteenth Drop: Eso Tolson Returns to Rep Memphis

Choose901 is turning up the volume on Memphis pride with a relaunch that’s close to our hearts. Just in time for Juneteenth, we’re teaming back up with the one and only Eso Tolson—the Memphis creative whose art has long stirred up celebration, community, and culture. Eso’s iconic designs from 2022 Choose901 Signature Series have been in high demand ever since the original drop. We hear you, Memphis, and we’re bringing it back!

about the design

Eso draws inspiration from the city’s predominately Black background, diverse demographic, and the coined carol, “Memphis Memphis Memphis, the most brutiful land in the world.”

“It’s about pride,” Eso said. “It’s about celebration. And just the word “Memphis” is palatable enough to be shared by all, but it’s depicted in a distinct way. You only know if you know.”

The variation of each letter on the shirt portrays the medley of Memphis’ culture—while the mirroring images on both front and back represent the captivating charisma that’s embodied by all Memphians.

Visit us in person

Catch us at The Mrkt Juneteenth Market on June 19th at the Sterrick Building to shop the new drop, shop the other vendors, and celebrate with the city we love.

We’re especially grateful to Eso Tolson, City Leadership’s former Creative Director, for bringing this powerful vision to life. While proceeds from this drop go to Eso, he’s generously donating half back to City Leadership to support the work that fuels Memphis—through Choose901, Teach901, Serve901, Choose901 Alumni, and Give901.

Now that’s what we call Memphis giving back to Memphis.