by Lisa Reisman
There were squeals, cheers, frenzied clapping. Some students jumped up and down, hands over their mouths. Others held onto each other. A few dropped to their knees.
That was the scene in the gymnasium of Elm City College Prep Middle School, a public charter school on James Street. The star at this assembly: Joshua McCown, the 22-year-old founder and designer of the Time A Tell clothing brand. It’s been showing up throughout New Haven and across the globe—as well as on the concert stages, music videos, and social media platforms of celebrated rap artists.
The purpose of the assembly this past Friday: to announce a collaboration between Time A Tell and the school, one that will reward academic prowess and solid citizenship with the T-shirts, sweat suits, and varsity jackets jam-packed with color-saturated logos and slogans that distinguish the brand.
“This is about recognizing scholars that are doing the right thing, that are positively impacting our community, that are getting good grades, and making good choices in the classroom,” emcee and Dean of Students Alexandria Blackwood told the 256 students grades five to eight filling the bleachers.
To hear Blackwood tell it, the popularity of the brand among students set the partnership in motion.
“We see so many of our kids wearing Time A Tell, and we wanted to connect things that they love with academics,” she said, as a spirited students versus staff basketball game was winding down and McCown prepared to take the floor. “Then we learned about Josh and we reached out to him, and he was all in.”
“Knowledge is power.”
With that, she handed the mic to McCown. Clad in Time A Tell (TAT) overalls with one strap casually off the shoulder, he exhibited the sense of style that, soon after graduating from Hamden High, he parlayed into the Time A Tell clothing line.
McCown named the brand for the care and patience required to get something right. A year later, in April 2022, he opened Time A Tell clothing store and smoke shop on Dixwell, drawing inspiration from his girlfriend Nevaeh Dent and father, both business owners.
“Knowledge is power,” McCown told the students, once the screaming died down. “I’m here to tell you that you can do whatever you put your mind to. If I can do it, you can too.”
Josh McCown with parents James and Cleo.
Standing off to the side, Cleo and James McCown, Josh’s parents, looked on. “We’re very proud, but not surprised,” Cleo said. “He always had it in him.”
Blackwood invited Dent to join her. “This young lady standing next to me, Miss Vae, she owns a beauty supply store, she’s a hairdresser, a hair salon owner, a spa owner, and she runs a beauty academy,” she said, referring to Dent’s LSH Academy, where she schools girls aged 7 to 17 in the beauty care business. “She’s a boss in her own right.”
Nevaeh Dent, entrepreneur, with Dean of Students Alexandria Blackwood. Credit: Lisa Reisman photo
Watching intently from the floor was seventh-grader Analia. “I love Time A Tell,” she said, holding up a scrap of paper with McCown’s autograph. “I’m gonna put this on my wall.”
“I worked with Josh and Miss Vae to create these exclusive designs, which means only we have it,” Blackwood was saying, after unveiling the new merch; TIMEATELL x ELM CITY MIDDLE, it read. “Our scholars are going to be repping Time A Tell and Elm City and that means they’re repping perseverance, accountability, knowledge, and maturity.”
Scholar displaying Time A Tell T shirt.
She called out the names of students to claim their rewards. Among them was Camille, who said her favorite subject was history. “But I work hard in everything and I get A’s in everything,” she said, as she admired her new T shirt.
Josh McCown and Nevaeh Dent dispensing advice. Credit: Lisa Reisman photo.
Outside the gymnasium, McCown and Dent led an impromptu career counseling session. Dent said she opened her first business when she was 17, and McCown followed at 20. “One thing we always did was focus,” she said, amid the beat of a hip hop track from a dance competition inside. “Josh is where he’s at because every single day he works at his craft, but it starts at school.”
“You gotta finish school and you gotta put your heart into everything you do,” McCown said. “When I make my clothes, I wanna say ‘yeah, I want that,’ like I’m on the outside looking in.”
“Josh is not trying to copy other designers, he’s creating his own way,” Dent rejoined. “And that’s what you guys need to do, figure out what you enjoy doing because that means you’re probably good at it, and then get to work. When we come back here, we’ll be checking up on you.”
Nearby was Principal Leisel Renaud. “A collaboration like this is important because we can recognize our scholars and also show all our students there are so many ways to succeed,” Renaud said, gesturing at McCown and Dent. “This is the beginning of something important and special.”