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Since founding Public School in 2008 and winning the CFDA/Vogue Fashion Fund award in 2013, Maxwell Osborne and his design partner, Dao-Yi Chow, have become big names in the industry. While their work is often referred to as "urban design" or "streetwear," Osborne has been clear that that is not the company's vision. He claimed in the brand's "Letter From the Editors" that the terms were "created to pigeon-hole the talents of mostly black designers who held an aspirational yet utilitarian take on fashion." Osborne and Chow have been credited with shifting menswear into a more avant-garde realm, and now the pair are going to take over as the creative directors of DKNY.