James later expanded to working in other countries within Africa and beyond, including Mexico and Honduras, to continue producing desert boots, shoes, slippers, and sandals.

[13][14][15] Brother Vellies has been worn by activists, celebrities, artists and musicians, including Beyoncé,[4] Solange Knowles,[16] Nicki Minaj,[17] and Elaine Welteroth.

[18] In 2020, in the wake of the murder of George Floyd and the wave of Black Lives Matter activism that followed, James launched an initiative called the 15 Percent Pledge,[19][20] with an Instagram post on May 29 that Vogue writes "immediately went viral and resulted in an outpouring of interest.

[21] The goal of the foundation is to advocate on behalf of Black-owned businesses and to build generational wealth in Black communities;[23] according to its website, the initiative "was born from seeing multiple acts of social injustice and police brutality in the United States, with a lack of corporate accountability for the systemic issues at play.

"[28] Cat Woods writes in Observer, "While reading Wildflower, it can sometimes be hard to see how James conjured up the resolve and determination to carry on in an industry notoriously defined by privilege, exploitation and savage competition.

"[29] In Fashionista, Andrea Bossi writes, "Sure, a fashion lover can appreciate how James takes the reader through learning about the footwear trade, but the book speaks to a broader audience.