The Unstoppable Flight: How Emory Jones’ Paper Planes Became Streetwear’s Most Inspiring Brand
Emory Jones’ Paper Planes is more than just a streetwear brand; it is a powerful, living manifesto for the concept of "Greatness Is a Process," a phrase that encapsulates the journey of its co-founder and the spirit of its iconic logo. As of late December 2025, the brand continues its upward trajectory, having recently released its vibrant Fall '24 collection, which serves as a fresh, high-energy homage to the very New York street culture that birthed its vision. This apparel line, born from the creative mind of Roc Nation’s Head of Lifestyle, has solidified its place in the fashion world by consistently merging high-quality design with a deep, motivational narrative.
The core message of the Paper Planes brand—"The Paper Plane Teaches You To Imagine"—resonates deeply with a generation seeking authenticity and a story of overcoming adversity. The simple, universally recognized paper plane icon symbolizes limitless potential, the courage to take a leap, and the journey toward achieving dreams. Unlike many fleeting streetwear labels, Paper Planes, established in 2008 and officially trademarked in 2018 by JAY-Z, has built a foundation on culture, storytelling, and an unwavering commitment to its inspirational philosophy, making every piece of clothing a wearable reminder to 'Bet On Yourself.'
Emory Jones: The Architect of Lifestyle and Co-Founder of Paper Planes
Emory Jones is the visionary force behind the Paper Planes brand, a story of redemption, loyalty, and entrepreneurial spirit that is as compelling as the apparel itself. His professional career is deeply intertwined with the Roc Nation empire, where he serves as the Head of Lifestyle.
- Full Name: Emory Jones
- Key Role: Head of Lifestyle at Roc Nation
- Brand Co-Founder: Paper Planes (established 2008, trademarked 2018)
- Key Collaborator: JAY-Z (co-founder and business partner)
- Brand Philosophy: "The Paper Plane Teaches You To Imagine" and "Greatness Is a Process."
- Major Partnerships: Has an ongoing partnership deal with Puma, often collaborating on footwear and apparel.
- Personal History: Jones was convicted of cocaine trafficking in 2000. Upon his release from prison in 2016, he immediately took on the role of Head of Lifestyle at Roc Nation, a testament to JAY-Z's loyalty and belief in his friend's potential.
- Flagship Location: Paper Planes opened its first flagship store in New York City in 2023, a major milestone for the brand.
Jones's personal narrative—the journey from incarceration to becoming a respected business leader and fashion mogul—is the authentic backbone of the Paper Planes brand. His philosophy, centered around the idea of betting on yourself and embracing the process of growth, is woven into the fabric of every collection, appealing to a global audience that values true stories of success against the odds.
The Latest Flight: Paper Planes Fall '24 and Holiday 2024 Collections
To maintain topical authority, an expert brand must consistently deliver fresh, high-quality content, and Paper Planes is doing exactly that. The brand's most recent major release, the Fall '24 Collection, keeps the brand at the forefront of the streetwear conversation. This collection is a vibrant, carefully curated tribute to the dynamic energy and iconic street culture of New York City, the brand's birthplace.
The Fall '24 drop, which launched recently, features a blend of classic streetwear silhouettes with updated graphics and premium materials. Key pieces often include:
- Signature Headwear: The classic Paper Planes hat, featuring the unmistakable paper plane pin, remains a staple and a symbol of the brand's identity.
- Outerwear: High-quality bomber jackets, hoodies, and crewnecks, often featuring bold graphic prints and the "Greatness Is a Process" motto.
- T-Shirts and Fleeces: Apparel that utilizes distinctive graphics, combining street fashion aesthetics with contemporary design principles.
Following the Fall line, the brand is also gearing up for its Holiday 2024 Collection, which is typically a limited release of new drops and exclusive offers designed to capture the festive spirit while maintaining the brand's core aesthetic. These continuous, focused collections ensure that Paper Planes remains relevant and constantly provides its dedicated customer base with new, aspirational items.
The Global Impact: Collaborations and The "Imagine" Mindset
The success of Paper Planes extends far beyond typical apparel sales; it's a cultural movement cemented by strategic collaborations and a powerful mindset. The brand has successfully leveraged its connection to Roc Nation and its philosophy to partner with major global entities, dramatically increasing its global visibility and topical authority in the sports and fashion spheres.
The AC Milan Capsule Collection
One of the most notable and widely publicized collaborations was the 7-piece capsule collection with the legendary Italian football club, AC Milan. Launched on December 11, 2020, this partnership was a perfect example of how Paper Planes connects high fashion with global sports culture.
- The Connection: The collaboration was brokered through the relationship between Roc Nation and AC Milan, highlighting the synergy between music, entertainment, and sport.
- The Theme: Jones emphasized that the partnership embodied the brand's mantra, "'The Paper Plane Teaches You To Imagine' isn't just a mantra, it's a way of life."
- Key Items: The limited-edition collection included items like bomber jackets, hoodies, and other apparel featuring both the AC Milan crest and the signature Paper Planes logo.
The Puma Partnership and Streetwear Legacy
Emory Jones also has a strong partnership with global sportswear giant Puma, which often results in collaborative footwear and apparel that further solidify Paper Planes' standing in the sneaker and athletic wear community. This partnership allows the brand to reach a broader, more mainstream audience while maintaining its exclusive streetwear appeal.
Ultimately, Paper Planes' staying power in the highly competitive streetwear market is due to its authentic narrative and aspirational messaging. The brand’s identity is intrinsically linked to the concept of limitless potential and the drive to pursue one’s dreams, regardless of past obstacles. By consistently delivering fresh collections that are rooted in New York culture and backed by the powerful entities of Roc Nation and JAY-Z, Emory Jones has successfully launched a brand that is truly flying high. The Paper Planes logo is now recognized globally not just as a piece of clothing, but as a symbol of the powerful and inspiring idea that Greatness Is a Process.
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