Joey Lit: The Creative Force Behind Free The Youth

Jonathan Coffie, popularly known as Joey Lit, was born and raised in Tema, Ghana. From 2014 to 2018, he pursued a degree in Electrical Engineering and later completed his national service in the military. Despite his technical background, Joey was still in school and was drawn to fashion, styling, and creative direction.

Founding Free The Youth

Joey’s passion for fashion led him to co-found Free The Youth, a streetwear brand that has grown into one of the most influential labels in West Africa. He has shaped the brand’s identity as the designer and artistic director, blending African influences with modern streetwear aesthetics. Under his leadership, Free The Youth has evolved beyond clothing to become a cultural movement that empowers young creatives.

Global Collaborations and Influence

Joey Lit’s unique style, authenticity, and creativity have earned him recognition on the global stage. He has collaborated with some of the biggest brands and industry icons, including Nike, Facebook, Sony Music, and the United Nations. He also worked closely with the late Virgil Abloh, whose impact on streetwear and high fashion remains unparalleled. Additionally, he has partnered with Nigerian music superstar Wizkid, further solidifying his influence in both fashion and entertainment.

Empowering African Creatives

Beyond building a successful brand, Joey’s mission is to open doors for young African creatives worldwide. Through Free The Youth, he provides a platform for emerging designers, artists, and visionaries to showcase their talent and connect with global opportunities. His work is not just about fashion but also about reshaping narratives, celebrating African creativity, and inspiring the next generation.

A Lasting Legacy in Fashion

Joey Lit’s journey from an engineering student to a trailblazer in streetwear is a testament to passion and perseverance. By merging art, culture, and entrepreneurship, he has positioned himself as a leading voice in African fashion. With his influence continuing to grow, Joey remains committed to elevating African creatives and making a lasting impact on the global fashion industry.