From the Block to the World: Oberon Asscher's 5th Beardega Collection Block Party Proves the Brand is Bigger Than Fashion
- Jordyn Mayes
- Jul 16
- 5 min read
Updated: Jul 17
Celebrating 10 years of fashion, culture, and community, Oberon Asscher’s 5th annual Beardega Collection Block Party proves the Atlanta-born brand is more than streetwear... it’s a movement.
On a sweltering July afternoon, when Beyoncé’s Cowboy Carter tour was in full swing and MLB's All-Star weekend swept the city of Atlanta, something just as magnetic was pulling energy toward Atlanta's historic Auburn Avenue.
In front of the flagship Oberon Asscher store at 238 Auburn Ave NE, a cultural moment was brewing, and not just because the block was hot. This was the fifth annual Beardega Block Party, a milestone event celebrating the brand’s latest collection, but more importantly, honoring its roots, its people, and its community.
To understand why this event mattered, you first need to understand Oberon Asscher... not just the brand, but the movement.
The Birth of a Cultural Beacon
Founded by Husani Asscher in 2014 on the campus of Valdosta State University, Oberon Asscher began as a dream among friends. “The original plan was just to make cool stuff,” Husani laughs. Back then, it was a handful of T-shirts, a name inspired by a regal blend: Oberon, a German word for “royal bear,” and Asscher, a diamond cut known for its uniqueness and brilliance.
What started as dorm room hustle became a decade-long blueprint for authenticity and organic growth. From pop-up shops to a brick-and-mortar location on one of Atlanta’s most storied streets, Oberon Asscher has quietly, and now boldly, carved a space that’s bigger than streetwear. It’s become an emblem of hustle-chic, as Husani calls it: fashion made for the grind, with style that screams excellence.
The Fifth Beardega: A Cultural Communion
As smoke wafted from food stalls serving Ethiopian meats and Puerto Rican fruit juices, and music pulsed from speakers manned by local DJs, like Kiya Lacey of Fruta Mami, the vibe was clear... this wasn’t just a fashion drop. It was a cultural communion.
“You can feel the love here,” says Kiya, who collaborated with the brand on the La Familia collection. “This is the most genuine brand I’ve ever partnered with. It’s not about clout. It’s about connection.”
Inside the store, the new Beardega Collection stood proudly on display: bold graphics, textured fabrics, and signature cuts that spoke of craft and consciousness. Outside, families mingled, artists showcased their talents, and long-time supporters wore their vintage Oberon tees with pride.
In a city buzzing with other high-profile events, the turnout here said everything: community shows up when it's real.
A Platform for the People
The Beardega block party is a culmination of more than just design work. It’s a living testament to what happens when fashion is used as a platform for collaboration and empowerment.
Ali Lemma, chef and owner of Ruki’s Kitchen, an Ethiopian pop-up, sees the brand as more than just clothing. “I’m all about building,” he says. “And that’s what Oberon does — they build with people who are building.”
Illustrator and art director Kyzia Witt echoes that sentiment. “When I took time off from art, Husani still believed in me. We collaborated on an art show last year, and it reconnected me to my roots,” she shares, her eyes lighting up at the memory.
“Oberon Asscher is community, period.”
The Streetwear Store That Feels Like Home
In a retail landscape dominated by fast fashion and viral trends, the Oberon Asscher storefront feels refreshingly grounded, curated with nostalgia-inducing relics like VHS tapes and old CDs, but designed with a vision toward the future.
“People don’t just come here to shop,” explains Tre, the brand’s photographer and videographer. “They come for the experience. To feel something.”
That feeling of connection, quality, and intention is what separates Oberon from its peers.
“We make pieces that last,” says Tre. “This isn’t throwaway fashion. There’s something here for everyone, and people wear our stuff because it means something to them.”
A Decade In, A Legacy Unfolding
When asked what hasn’t changed since the brand’s inception, Husani pauses.
“Honestly, the people behind it,” he says. “The core of who we are — that’s always been real. That’s what’s kept us going.”
It’s not an accident that Auburn Avenue, a street steeped in Black history and resistance, became home base. “This block is rich,” Husani says. “You feel it when you walk down the street. Tourists come from all over the world to experience the legacy of MLK and the Civil Rights movement. I want this store to add to that... to be a place where culture isn’t just remembered, it’s made.”
Husani dreams big, and the next five years will likely see the brand expanding to New York and Paris, and growing into larger creative spaces. But he’s in no rush.
“It has to be right,” he says. “Before we go global, we gotta make sure our roots in Atlanta are solid. And I want other brands in the city to rise with us. We need more standalone stores. More spaces that belong to us.”
Beyond Fashion: Building the Blueprint
The brand's story is a masterclass in intentionality, from the pieces they design to the way they operate. “We stand on our principles,” Husani says. “We’ve been through the ups and downs. This is a love story, not just a business.”
And love is exactly what you feel at the Beardega, in the laughter of friends reuniting, in the thoughtful curation of every booth and beat, in the pride on the faces of those who’ve watched Oberon grow from a college hustle to a cultural institution.
If Atlanta is in the midst of a creative renaissance, Oberon Asscher is one of its vanguards. A brand not just making clothes, but shaping how a city dresses, connects, and moves together.
A Word on Legacy
“Legacy is about not being here today and gone tomorrow,” says Tre. “When you see someone in Oberon, it means something.”
It’s not about hype or influencer campaigns. It’s about something more permanent, more rooted... like family, like community, like culture you can wear.
As the sun set on Auburn Avenue that Sunday night, the beat didn’t drop — it echoed. And with it, a message loud and clear:
Oberon Asscher isn’t just on the block. They are the block.
Here’s to the next five years — and beyond.
The Beardega Collection is available now at the flagship store and online. For more information, visit oberonasscher.com.
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