They say you never forget your “first.” From a first kiss to our first pair of kicks, each moment becomes a memory that shapes us forever. For Jourdan Ash, creator of the sneaker and streetwear platform True To Us, her first subway ride after moving to Harlem from Detroit served as an official initiation into East Coast sneaker culture.
“I stepped on somebody's sneakers,” Jourdan recalls. An offense that, while pardonable (she was six years old after all), still held minor repercussions. “[The girl] was really upset that I stepped on her sneakers, to the point where my mom and her had words about it,” she tells xoNecole. Even in her innocence, the encounter brought Jourdan to an illuminating realization, “People really care about sneakers.”
“Growing up in New York, I realized a lot more that people will look at your shoes first before they decide to speak to you, so I had to get that together real quick,” she says. Coming of age in the mecca of streetwear culture gave Jourdan a unique perspective on the significance of sneakers and the people who wore them. One that proved why these footwear staples were more than just coverings for your feet — but a lifestyle and symbol for self-expression.
In February 2020, Jourdan was in pursuit of a potential social media job at a popular streetwear publication. For the edit test, she was tasked with creating an Instagram account from scratch. After noticing the lack of representation of Black women and men on the brand’s page, Jourdan decided to curate a mockup that was inclusive and reflective of her culture and community. “I built it in a way that I wanted to see certain things,” she says. While the position was dissolved due to COVID, Jourdan was determined to put this project to use, and thus, True To Us was born.
Sarai Garcia
True To Us is an online platform dedicated to Black and brown women to amplify their voices and presence in the sneaker industry and the streetwear culture. “The community was there immediately because there were so many women and people who just wanted to talk about sneakers and streetwear without feeling belittled,” she says. “If I didn't have that embarrassing moment when I was six, just for stepping on somebody's sneakers, who knows where I would be?”
With her unique merch and insightful podcast, True to Us Talks, Jourdan continues to use her platform to amplify the ever-growing population of women within the sneaker industry and provide her community with the tools and resources necessary to shape their path into the streetwear industry.
xoNecole: From your work with notable brands to your podcast, Dating In NYC, one of the things I love most about your work is how community-focused it is. Tell us more about the importance of community-building and how it’s played a role in growing your brand.
Jourdan Ash: Community building is important because a lot of people think they can buy their way in. When we think about gentrification, it's the same thing; you think because you can afford to be here that you are a part of the community and maybe that's not true. For me, building community has always been important from the bottom up. For example, I like to volunteer. I don't just say, ‘Hey, I'm here,’ and impose myself. I build community, I talk to people, and I come back every week to volunteer. I can't say I love something without helping it.
Sarai Garcia
So if I say I love the Bronx, why wouldn’t I volunteer in the Bronx? If I say I love streetwear and sneakers, why wouldn’t I hold space for people in it? Why wouldn’t I help other people? Why wouldn't I say other people's names?
"I can't say I love something without helping it."
In terms of authenticity, people are always going to know when you buy yourself in. People are always going to know when you’re posing or pretending, especially in New York. It's very obvious when they're not of the culture or replenishing the culture. I think a lot of people use the culture, Black and brown folks, and all these really amazing, beautiful things as a resource, and they don't replenish, and that's the issue. So that's why community building is always so important to me. Whenever I have any type of partnership, I always make sure that there's something that goes back because you have to replenish what you just took.
xoN: What have you learned the most from the women you’ve encountered within the streetwear and sneaker industries?
JA: I think the most important thing is to try because a lot of people get turned away easily. I'm not afraid of a no, and I'm not afraid to be myself. I think those are things that are super important. Every single woman I have met this year has genuinely been themselves, and that's the most important thing. I think a lot of times we see streetwear, and it happens to be a woman, there's an archetype of woman that gets heavily promoted. That woman doesn't look like everybody, but that doesn't mean you can't do it.
There are times when I go onto a set and I'm looking for the other Black women or other brown-skinned women and I'm like, ‘Oh, I'm actually the darkest person on this set.’ I have to not only set the tone for the next person but also let them know that this is not okay. There's no reason to not have more body types. There's no reason to only have light-skinned women in your photoshoots. There's no reason to not share. So I think being authentically you and sharing with your community, that's a part of it.
Sarai Garcia
xoN: What space do you hope to fill within sneaker culture and the streetwear industry through True To Us?
JA: I want to break the glass wall; I want to break down the gate. There's a lot of gatekeeping that goes around to the point where people don't even know how you can get a job in the sneaker industry without working in a sneaker store first. That's why we have True to Us Talks, where we speak to different women about their journey into streetwear and sneakers.
There are so many avenues you can take to work in these industries without wanting to design your own sneaker. There are so many different aspects of sneakers and streetwear that involve math [and science] that people don't know about, so let me talk to somebody who does that, and hopefully, that'll bring you to a place where you can either get in contact with them, try to follow a similar path, or at least get some questions answered. I'm hoping with True To Us not only are we able to share opportunities as they come, but let people know it's okay to explore new things and you don't have to start at the sneaker store.
xoN: What advice would you give to women who are looking to build and grow their own platforms?
JA: The biggest thing is just to do it; don't worry about anybody else. There have been so many times when I didn’t know if I wanted to do a podcast because ‘everybody has podcasts,’ but nobody has a podcast like me. It doesn't matter what's already out there if you're not out there.
"It doesn't matter what's already out there if you're not out there."
I am a firm believer in the power of words, some people call it delusional and some people call it being optimistic, but there's no reason why I can't get what I want. A part of getting what you want is working towards it. You're not going to get what you want if you don't put yourself forward in doing it. Even if you have to fake yourself out and say, ‘Yeah, I could do that,’ you keep saying it until it's real.
Get out of your own head. There are plenty of times when I tell myself I want to do something, and when I tell somebody, they speak fear into my plans and now I'm hesitant about doing it. But that's just the projection. Sometimes you can't tell people until it's done, and that's okay, too. But the first step is to always just do it; just try.
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Featured image courtesy of Jourdan Ash
RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Since we all spend roughly one-third of our lives sleeping, and a good portion of that is while we are in a dream state, let’s take a moment to explore some fascinating (and proven) facts about the topic of dreaming.
It just might cause you to think more (or differently) about how you rest and when you rest — so that the quality of your dreams can become better than ever.
1. Men and Women Dream Pretty Differently
GiphyA quote that I like and use often is, “If two people were exactly alike, one of them would be unnecessary.” (Larry Dixon) And yes, men and women are created differently in order to balance one another — and I will forever die on that hill. Which is why it doesn’t surprise me in the least that, even when it comes to dreaming, males and females are not exactly the same.
Although research does indicate that dreaming, in part, is about how we process memories while we sleep regardless of our gender, men’s dreams tend to be more about action while women’s dreams are more about conversation. Not only that but women’s dreams are typically longer; men dream about other men more than women do (interesting), and women dream more from their own perspective while men daydream more with the topic usually being about sex.
2. Lucid Dreaming Is a Method to “Control” Your Dreams
GiphyIf it feels like you are aware of the fact that you are dreaming as you are doing so, pardon the pun, but it’s not all in your head. What this is called is lucid dreaming and, the fascinating thing about it is, to a certain extent, you can actually control these types of dreams whenever you have them. If the mere thought of this fascinates you and you want to try and “rig up” some of your dreams (LOL) — some sleep experts say that doing things like keeping a dream diary and a sleep schedule can help to make this happen. Anyway, you can read more about lucid dreaming here.
3. Dreams Typically Have a Short Shelf Life
GiphyAlthough it’s been reported that people tend to spend somewhere around two hours of their night dreaming, the thing to keep in mind is most individuals have multiple dreams during that period of time — and for this reason, oftentimes dreams last for no longer than 5-10 minutes tops (although some have the ability to last considerably longer. You can read more about that here and here).
4. Dreams Happen When You Are in REM Sleep (You’re “Paralyzed” Then Too)
GiphyWhen it comes to sleeping, it actually happens in four different stages. While you can read more about those here, as far as your dream state is concerned, most of that tends to happen during your rapid eye movement cycle which is better known as REM. It is when you are in your final stage of sleep which is why your dreams typically are the most intense during that time.
Know what else is wild about dreaming during REM? Although you don’t realize it, your body is actually paralyzed. And although, initially, that might sound low-key terrifying, it’s actually a blessing in disguise because your brain is telling your muscles to stop working (temporarily) and that is what ultimately keeps you from acting out whatever you are dreaming about. The more you know.
5. Certain Sex Dreams Have NOTHING to Do with Sex At All
GiphySex-themed dreams are very normal and quite common. Thing is, although the dreams may be about sex, oftentimes what they are interpreting is something entirely different. For instance, a BDSM dream is oftentimes about having a controlling parent, while a sex dream that involves a lot of dirty talk could represent someone who wants to free themselves from how others perceive them, and recurring sex dreams about your ex typically means that there are some unresolved issues that you may have with them.
Oh, and while we’re on this topic, dreams about cheating usually means that you are feeling some sort of jealousy in your relationship while sex with a boss usually means that you want to move up in your job or be appreciated more often — not that you want them in a sensual type of way.
6. You Can’t Read or Tell Time in Your Dreams
GiphyHere’s something that you’ve probably never thought about before — when you think back on the dreams that you can remember (more on that in a bit), how many of them do you recall reading or even telling time in? If you said “a few,” science would probably give you the side-eye because, according to their research, reading (and telling time) is virtually impossible to do whenever you are in your dream state.
The reason why is because, while you are dreaming, the logical and intellectual part of your brain pretty much shuts down. If that bothers you, the easiest way to try to read (or tell time) would be to train your mind to do some of the lucid dreaming that we already talked about.
7. Your Recurring Dreams Typically Mean You Need to Address Something
GiphyOut of all of the things that I’ve mentioned about dreams, this is probably the most obvious revelation — if you are having a recurring dream, it tends to mean that either you have some unresolved issues in your life or there is a need that needs to be met that hasn’t been yet. While doing a bit of research on this one specifically, I thought it was interesting that many mental health experts say that some of the most common recurring dreams involve flying, falling, encountering a dead individual, your teeth falling out or being nude.
And what are some ways to “end” recurring dreams? See a therapist. State what your needs actually are (to the person who is not meeting them). Lower your stress levels. Get more consistent rest. Speak with your doctor about altering your medications (if you happen to be on some). To that last point, a not-so-fun fact: melatonin usage is sometimes attached to nightmares. Goodness.
8. Foods You Consume Can Influence Your Dream State
GiphyThere are several reasons why you shouldn’t eat immediately before turning in at night; one reason is because it has the ability to mess with your body’s natural circadian rhythm which is your system’s 24-hour clock. This is relevant when it comes to sleep because your circadian rhythm helps to control things like your sleeping pattern.
Another thing to take note of is to not only push the plate back 2-3 hours before going to bed but to watch what you do choose to consume as well. That’s because, believe it or not, certain foods do have an impact on your dream life. Like did you know that dairy can cause digestive issues that can lead to microaggressions that can give you very strange dreams?
Or were you aware that sugary foods can trigger your nervous system and make your dreams more vivid and intense? Interestingly enough, dairy, sweets and also spicy foods can also increase your chances of having a nightmare. Hey, don’t shoot the messenger, chile.
9. Is It True That Some People Don’t Dream at All?
GiphyI don’t know about y’all, but when I was growing up, I used to hear that if you don’t dream, you’re crazy. The actual fact is that, although most people absolutely do dream, the reason why they don’t remember them (or they dream less than other people) is because they don’t fall into REM sleep as much or often as they should.
And what are some of the main reasons for why this would happen? Sleep disorders, depression and medications that treat anxiety are all things that top the list. So, if not dreaming is something that bothers you, speak with your doctor and consider seeing a sleep specialist. An underlying issue could be the cause.
10. Not Only Scary Movies Lead to Nightmares
GiphyWhile reading a Harvard-based article entitled, “Nightmares and the Brain,” I thought it was interesting that it separated nightmares from night terrors (nightmares can be remembered; night terrors cannot although people do wake up screaming or frightened), that night terrors mostly happen to children and “Night terrors are not technically dreams but are instead sudden fearful reactions that occur during transitions from one sleep phase to another.”
Okay, but clearly people have actual nightmares (1 in 20 people say that they do at least once a week); however, guess what the source of a lot of them are? While sometimes it’s a horror film, oftentimes it’s stress, anxiety or simply sleep deprivation. Honestly, I might have a nightmare a couple of times a year, tops (and I remember my dreams on a daily basis). So, if that’s a sign that I’m managing stress well — happy to hear it!
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Welp, there you have it: 10 facts about dreams. Now that you know them, does it make you want to approach sleeping — and dreaming — in a different way? If so, hop in the comments and tell us why. Because, clearly, dreaming is more than just a notion. Amazing.
Sweet dreams to all, y’all.
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Featured image by PeopleImages/Shutterstock