Shauncy ‘Salt’ Jackson is transforming perceptions of Oakland through her streetwear brand, Oakland Don’t Play, highlighting the city’s culture and history while giving back to the community.
In East Oakland, Shauncy “Salt” Jackson is turning the narrative around her community through her streetwear brand, Oakland Don’t Play. Founded in 2020 and fueled by a desire to highlight the positive aspects of Oakland, the brand serves not only as a clothing line but also as a vessel for community pride and empowerment.
Jackson, who has spent her entire life in Oakland, seeks to showcase the rich history and vibrant culture of her city through her designs. The “Hall of Game” collection, for example, celebrates notable alumni from Oakland schools, including athletes like Bill Russell, Damian Lillard, and Gary Payton, as well as artists such as Too Short and Mistah Fab. “Our designs highlight Oakland’s rich history,” Jackson said. “We feel responsible for changing the narrative about Oakland. We want people to feel proud and inspired when they wear our merch.”
The inspiration for her business came partly from a negative incident in 2018 involving the Proud Boys, a far-right group that had planned to demonstrate in Oakland. Following a counter-protest by over 1,000 people, Jackson voiced her determination to take a stand. “Oakland don’t play,” she declared, believing in the community’s resilience against hate. This moment, while troubling, became a catalyst for her entrepreneurial journey.
She initially launched her company online with just three designs, but the response was considerable, leading to the opening of a physical store in a shipping container in her backyard on Juneteenth in 2022. The business has expanded beyond its original offerings to include various collections, including “Old Eats,” which pays homage to iconic local restaurants, and an array of apparel items such as sweatshirts, T-shirts, and hats that tell stories unique to Oakland.
Jackson manages her business from her East Oakland home, operating the store from Tuesday to Saturday. She collaborates with a high school friend, graphic designer Paul Pugh, to create her designs, utilizing manufacturers both locally and internationally to fulfill her production needs. “Whoever has the best clarity, materials, those are the options I go with,” Jackson explained, demonstrating her commitment to quality in her product offerings.
As she seeks to grow the brand, Jackson expresses a desire to secure commercial contracts with professional sports teams, although she notes that many teams are already committed to competitors in the market. “We want to be a viable competitor, but how do we get a shot? How do we audition?” she poses, contemplating the challenges ahead.
In addition to her retail endeavors, Jackson is actively involved in community-building efforts. She organizes events such as backpack giveaways, Easter egg hunts, and Halloween parties, while also providing services like free haircuts for children. “The fashion gets people’s attention. But the clothing brand is there to create funds to do community things,” she stated.
Jackson’s contributions to the community extend beyond her business. She has participated in workshops to help local businesses enhance their digital presence and has rented out event space in her backyard for community gatherings. Her efforts have garnered recognition; she has been honored at a luncheon hosted by Beyonce’s nonprofit organization, Beygood, received an NBA Fastbreak grant, and been featured in a commercial by the NBA.
Through her initiatives, Jackson aims to dispel the negative perceptions often associated with Oakland, seeking to revive the sense of community she experienced growing up in the 1990s. Jackson reminisces about a time when, despite challenges, the spirit of Oakland was vibrant and communal, emphasizing the potential she sees for the future. “I come from a proud Oakland household. I was always hearing about the good side of Oakland,” she reflects.
As she continues to navigate the complexities of being a business owner, Jackson remains dedicated to her roots, stating, “I’m staying put, because I love Oakland. I know what Oakland was, is now, and what it can be.”
Source: Noah Wire Services
