Issue link: http://maconmagazine.uberflip.com/i/1340266
And that's how Alvin and Calvin partnered with Keith and James (the name James Keith gave his business – he wanted his family name to come first) in 2018 to get those fedoras into Neiman-Marcus and Bergdorf Goodman. "We wanted to help him take it to a whole other level of exposure," says Alvin. "To have your product featured in those stores lets people see that you are worthy of being on that plateau." Marketing came naturally. ey sent Keith and James hats out to a variety of celeb friends and acquaintances, and people loved the hats so much they organically became wardrobe staples. Photo ops, social media posts, hashtags and broad enthusiasm for such a cool, luxe fashion accessory did much of the marketing work once the ball got rolling. Fans of the Keith and James brand include shoe designer Christian Louboutin, boxer Floyd Mayweather, rapper Jeezy and style icon Martha Stewart, who the twins describe as down to earth. "Martha's our girl," Alvin says. "We love her." e duo also managed to present one of these hats to perhaps one of the most famous people in the world, someone who transcends mere celebrity – the Pope. ere's even photographic proof on their Instagram page. "We know he's never gonna wear it," says Alvin, "but it's in the Vatican. at's a pretty big deal." What makes these hats so sought after? "We created an image of luxury surrounding the hats. If you have this on, you become somebody," says Alvin. "You wear a crown." e hats also have impeccable craftsmanship and sincere, positive messaging. Each one is marked with a unique Circle of Love red logo meant to symbolize unity. With a price point beginning at $400, these are indeed luxury purchases, but if you can afford the splurge and you look good in a hat, you couldn't find a finer one. Keith and James recently opened a boutique in Beverly Hills, and the brand was chosen as a feature in the Neiman-Marcus 2020 Christmas Book, in the coveted Fantasy Gifts section, where they offered an array of custom-made Keith and James hats, complete with hat boxes, display shelves and a virtual conversation with the designer. All of the Fantasy Gifts included a $10,000 donation to the Heart of Neiman-Marcus foundation, which benefits the Boys & Girls Clubs of America. In addition to that, Keith and James pledged additional funds to the Jam Master Jay Foundation, which supports music education in underserved schools. Talk about arriving in style. GIVE, GIVE, GIVE ey've made their mark in both the music and fashion worlds, so what's next for Alvin and Calvin Waters? "Some things we gotta be hush-hush about," says Alvin, "but follow us and you'll see." In the meantime, the duo is developing a diversity program with Neiman-Marcus to showcase up-and-coming minority designers. "We want to champion unity over separation," Alvin says. "When we work together, magic happens." e duo also is committed to giving back to their community. ey recently partnered with Atlanta's Dr. Glenn Toby and his BookBank Foundation, a nonprofit that started as a way to get reading materials into the hands of underprivileged families in the area but has since branched out to provide resources to combat hunger, abuse and homelessness. e Waters brothers threw their support behind Groceries 2 Gro, a BookBank Foundation program that delivers free organic groceries to the doorsteps of those who need them, whether it be individual families or senior living centers. "at was a foundation our parents taught us," says Alvin. "Give, give, give, and do it from the heart." Macon's Otis Redding Foundation and its mission of empowering young people via music education is near and dear to the brothers, too, and not just because director Karla Redding-Andrews, Otis' daughter, is their cousin. "I have always admired the 'take charge' attitude of the twins, who are family on my mother's side," says Karla. "eir tenacity has always opened every right door for them." "Providing opportunities for music and arts education is something we wish had been available to us when we were growing up," says Alvin. "e Redding Foundation is definitely making a difference in the lives of so many in the community we come from." ANY ADVICE FOR YOUNG PEOPLE STARTING OUT IN CREATIVE FIELDS TODAY? "Create your own lane, but don't take the easiest path, don't be the weakest link. Compare what you're doing to the strongest thing out there. I don't care if it's fashion, music, whatever. Don't emulate a rapper that's been hot right now for five minutes. Look at somebody like Jay-Z, who's been on for 20-plus years, and try to top him. Try to be better than the most iconic thing you've ever seen." – Alvin Waters 66 maconmagazine.com | FEBRUARY/MARCH 2021