Clothes that celebrate the beauty, strength, and truth of Black culture made for
people who live it, love it, and want to share the positive side of the story.

We’re chasing truth.
Lavelle Daniel started this line because, honestly, there’s already enough noise out there telling the wrong story about us. We wanted something different, something that feels like Sunday cookouts, like the hum of old-school R&B, like community.
Every tee, hoodie, and track set is a quiet statement. Not loud for the sake of it but proud, rooted, and real. Because the culture deserves to be seen in its fullness: the joy, the laughter, the strength, and the everyday magic.
Each design nods to the stories that shaped us: family, music, and resilience. Think less “fashion statement,” more living memory.
Each design nods to the stories that shaped us: family, music, and resilience. Think less “fashion statement,” more living memory.
We built this brand on good energy. The kind that spreads like when a stranger compliments your fit, and you both smile like old friends.
We built this brand on good energy. The kind that spreads like when a stranger compliments your fit, and you both smile like old friends.
This is about community. About reminding the world that our culture isn’t defined by struggle, but by brilliance, creativity, and love that never quits.
This is about community. About reminding the world that our culture isn’t defined by struggle, but by brilliance, creativity, and love that never quits.
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