Hosh empowers Native American artists through fashion

In 2022, a unique platform called Hosh was launched to showcase designs created by Native American artists. The founders, artist DY Begay and fashion industry veteran Tom Tarica, sought to address a significant issue in the apparel market where traditional Native American art was often used inappropriately without being attributed to its true creators. During a visit to Moab, Utah, Tarica recognized that the mere presence of Native American iconography on t-shirts did not equate to respecting the cultural significance and the artists behind these works. This realization inspired him to create a different model where artists could keep their intellectual property rights, control their stories, and receive direct financial compensation for their work. T-shirts were chosen as the medium for this initiative due to their practical nature and ability to reach a wide audience, reminiscent of how Native art has traditionally emerged from functional items. The first collaborations involved various artists from the Southwest, including Tyrrell Tapaha, Tony Abeyta, Craig George, and Mary Louise Tafoya. The designs, which feature contemporary subjects like oversized bikers and fragmented bird portraits, aim to reflect the contemporary lives of Native peoples. Alongside the visual aesthetics, the platform emphasizes the importance of maintaining these artists' narratives and supporting their creative journeys. Hosh has also worked with artists beyond the Southwest, including Marcel Dzama from Canada, indicating a growing recognition of the artistic diversity within Native American communities. Further expanding their product line, Hosh plans to introduce a collection of home goods, including a blanket inspired by one of Begay's weavings titled 'Black Mesa'. They are also releasing baseball jerseys and hats created with Craig George, which pays tribute to Native American actors historically marginalized in Hollywood. This initiative is part of Hosh's dedication to creating a platform that honors Native American expressions in various forms of art. The launch of these items coincides with cultural events, enhancing their visibility and significance. Through initiatives such as Hosh, there exists a renewed conversation about the intersection of fashion and art, fostering a more respectful and informed market for Native American design. As seen in recent fashion statements like those made by Jason Wu, where art is integrated into wearable design, Hosh's approach advocates for a similar trend that values authenticity and collaboration over appropriation. The emphasis on narrative and artist empowerment is crucial, as it allows for a richer dialogue around Native art within the broader fashion industry, changing perceptions and practices in a meaningful way.