Third Worlds

Third World Baby redefines Third World and Third Culture identities through fashion, transforming traditional perceptions and celebrating diverse cultural expressions.

Growing up, we are taught that we belong to a box in the world and that we should not dare venture from it. Sometimes that box is misleading as in the case of the Third World. Today, the term ‘Third World’ has become interchangeable for the Global South or Lower Economically Developed Countries but that was not always the case. It was originally coined by Alfrey Sauvey during the Cold War, referring to countries with no alliances with The United States (First World) or The Soviet Union (Second World). 

In light of this shift from political alliances to specific geographical locations, the term Third World has historically been used to suppress and discriminate against rising talents from these regions. To this end, the “story-telling community-led streetwear brand” 3rd World Baby has sought to reclaim and transform how the Third World is defined and represented. 

From the Shawri Project.  Available via 3WB’s Instagram. © All rights belong to their respective owners. No copyright infringement intended.

Through a mix of activism, artistic authenticity, and an aura of Gen Z candidness, 3WB has carefully built an environment that subverts the Western gaze, whilst curating a new cultural identity. To them, a 3rd World Baby “is someone who doesn’t let their environment determine their potential, a person who sees their heritage as a superpower and not a limitation, a person who embraces their identity to stand out and not fit in. Put simply, a 3rd World Baby defies the odds and inspires people along the way.” Led by “a childhood friend group who grew up in Tanzania and now study in London”, 3WB navigates its brand identity as Third Culture Kids. The term refers to those identities that are rooted in geographical specificity but have become hybrid, international, or in transition through migration or travel. 

Tribute to Heritage  

Through captivating images and vivid cinematography, 3rd World Baby tells the story of rich cultural heritage, transforming themselves from a clothing brand to agents of aesthetic cultural expression. Each choice, from colour to design, is a subtle, yet thoughtful, nod to heritage. For instance, their new baby tee displays the acacia tree graphic, “a symbol of roots and growth”. Other examples include the Umjoa Tee in Tsavo colourway, which is inspired by the “serene spirit of Kenya’s Tsavo National Park”, featuring the Swahili unity symbol on the backside. 

Sports Club N°3 / The Umoja Tee in the Tsavo colorway. Photographed by  @ismail_fangary. Available via 3WB’s Instagram. © All rights belong to their respective owners. No copyright infringement intended.

Not only does their clothing exude a sense of purpose and significance, but their choice of frame and shot exemplifies the sense of lively spirit captured through location. From the kitchen backdrop to the canoe to the forest, these spaces are unconventional as studio backdrops. Yet they become integral to the 3WB feel as they reimagine familiar spaces in a cinematic light. Taken together and curated through their Instagram page, 3rd World Baby narrativized the progression from humble beginnings to groundbreaking achievement. From their Shawri Collection which unearths the beauty of Tanzania to their Letter to Nairobi, paying homage to the power of their roots, they centre their story around resilience, triumph, and incredible human strength, effectively reclaiming negative perceptions of the Third World. 

These three pictures feature various designs produced by 3WB taken from their 2024 collections. Available via 3WB’s Instagram. © All rights belong to their respective owners. No copyright infringement intended.

These pictures serve as the promotional material for their collection, but they come across as pieces of art. Each image could easily be a postcard. Fusing together a mix of artistry and a subtle nod to heritage, new life is given to what is otherwise seen as a hoodie, a T-shirt, or a bag. This extra aura ascribed to their clothing is what makes the 3WB brand, enhanced further through their support of humanitarian struggle. 

Solidarity and Struggle 

“Humanitarian” is at the core of the Third World Baby Identity through their support of solidarity and struggle. Prioritising words that evoke a sense of community, 3WB align themselves as being from the people for the people. As such, they are often involved in projects that bring awareness to the current humanitarian crisis, through clothing. Donating the profits from the Palestine Solidarity Jersey and the 3WB Humanitarian T-shirt to the Palestine Children Relief Fund and the Medical Aid Palestine charities is only one of many examples. 

The limited-edition Palestine Solidarity Jersey and the 3WD Humanitarian T-shirt designs produced by 3WB. Available via 3WB’s Instagram. © All rights belong to their respective owners. No copyright infringement intended.

In this way, 3WB prioritises the human over profits and signals itself as a brand that cares. One becomes easily entranced by their sense of honour and now you want to be a 3WB too. It only becomes evident by how often the Palestine Solidarity Jersey has been dropped, sold out, and re-released. 

Another major project involves their collaboration with B.U.I.L.D. Sports Africa to create the short film 'EVERYONE HAS THEIR BASKETBALL'. This film tracks the life of Wade Deng, a South Sudanese basketball player forced to become a refugee. Shot on a vintage Bolex H16, Everyone Has Their Basketball materially feels like a home video, evoking a sense of nostalgia and saudade. Again, 3WB refashions the image of the Third World as a space for opportunity, a teacher of resilience, and a breeder of hope. 

The short film Everyone Has Their Basketball. Available via 3WB’s YouTube page and Website. © All rights belong to their respective owners. No copyright infringement intended.

In embarking upon an ethics of care, the very essence of the Third World is transformed and reborn in a new light. Known now as a space for artistic ingenuity and creative expression, the Third World becomes inspirational, transcendental, and even magical in the hands of 3WB.