Black-inspired range stands out for several reasons.

 

Despite being the first black-owned stationery brand in the US to be sold through Target, it’s unlikely Be Rooted will make its way to Australia.

 

The brand’s founder, Jasmin Foster, made it her mission to reset the stationery market and provide much-needed representation with designs highlighting black women and phrases.

 

The brand’s journal designs, now available in nearly 2000 Target stores across the US, feature a range of black and brown skin tones, protective hairstyles and more elements related to the black experience.

 

However, it’s the brand’s name that could create problems in Australia where the ‘R’ word has a much different connotation to that in the US.

 

Jasmin said her Be Rooted stationery collection “inspires customers to explore their inner muse and celebrate self. We want our customers to know, you are seen and you belong here.”