About Us
From Vision To Vogue: The Birth Of Community Fashion
OUR STORY
Our journey began with a simple yet powerful vision – to redefine the way Black community experience fashion.
My name is Dexter Morrison, and I want to introduce you to a brand built with purpose, history, and vision. After more than fifty years of living in the same city as Nike, Adidas, and Under Armour, the time has come to create something different—something that reflects the identity, pride, and purchasing power of Black and Brown communities.
We are proud to be a Black-owned sportswear company designed for customers who deserve to see themselves represented in the brands they support. Unlike the global giants, we are intentional about building a company that uplifts underserved communities while offering designs that speak to cultural heritage, languages, and stories that resonate deeply with customers.
Our Mission
We understand that fashion is an expression of identity, and we take pride in delivering products that embody the highest standards of quality.
Every purchase from our brand is more than a transaction—it’s an investment back into communities that have too often been overlooked. Through our Merchandise Fundraising Campaign, proceeds will be reinvested directly into programs for disadvantaged neighborhoods, empowering kids, supporting youth sports, and sparking new opportunities where they are most needed.
We are committed to becoming the first major sportswear company that links fashion, culture, and community reinvestment—transforming sportswear into a tool for economic and social progress..
Customer-Centric Approach
Beyond Fashion: Nurturing a Customer-Centric Experience
Black consumers contribute more than $1.3 trillion annually to the U.S. economy. Yet, these same consumers are increasingly losing confidence in legacy brands. For example, Nike reported an $11.7 billion loss in Q3 of 2025, a shift that will create ripple effects across retail by 2026. Customers are ready for something new something authentic.
Retailers who partner with us won’t just gain a product line—they’ll gain trust, loyalty, and increased sales from customers who want to shop with purpose.
The Bigger Vision
Sports Tourism & Cultural Pride
we recognize the responsibility we hold in shaping a more sustainable future for fashion. Our commitment to Sports friendly and sustainable fashion choices is at the core of what we do.
Beyond apparel, our long-term vision is to introduce Sports Tourism to communities left behind in America’s economy. By connecting cultural identity, athletic opportunity, and community investment, we will unlock a new revenue stream for both retailers and neighborhoods in opportunity zones.
As the new federal administration shifts its priorities, communities of color will need private-sector partners to step up where federal support falls short. That is the space we are stepping into—boldly, strategically, and with purpose.
Partnering
Why Partner With Us?
– Purposeful Shopping: Customers know their purchases create real impact.
– Representation: Culturally resonant designs that drive pride and loyalty.
– Growth Potential: A rising alternative as legacy brands lose momentum.
– Community Impact: Retailers can position themselves as leaders in equity and opportunity.