IT ALL STARTED…

January 2010 

When I was asked to make a design for a friend, which I did and tagged it FATSOE. Originally the was tag made to vandalize school property back in high school, but had grown to become a stamp for my private artwork. My friend loved the design, and immediately asked who is FATSOE?  Prior that he didn’t know I had lost 50 pounds before we met. It was a light bulb moment for me to create a brand anonymously for my friends.

NOW ITS…

August 2010

And with a little help from his friends, and many nights of doodling the logo was created. The idea was have a logo that would grab you instantly with the eyes, and intrigue you with the name.

FAST FORWARD TO…

August 2011

Days before the first whoisfatsoe.com is about to go public, my car is stolen and halted everything. We found the shell of the car and sold it for a third of the car’s value. While dealing with personal issues, there were still things missing for whoisfatsoe.com. Faced with a decision of putting everything WIF on hold or continue to push forward with the website’s plan, I decided to keep going and bought a DSLR camera to start WIF’s blog section.

 

NOW ITS…

November 2011 

After months of meeting and connecting with local creatives, and documenting it all on the blog it was time for The WHOISFATSOE Pop Up Shop. Held at New Image Barbershop, I rented a stage and booked a local DJ to handle the vibes. With a little help from my friends we served drinks and sold merchandise, while 4 artists hit the stage performed to a pack shop. A month after the pop up shop everything was sold out.

 

OVER THE NEXT…

Several months, the money made from the first run was reinvested back into the business and whoisFATSOE was getting locally known. I started seeing people I didn’t know wearing my brand. But at the same time not having a car was tough. Catching rides with coworkers and riding the bus was my transportation now, but no matter where I went I had my camera and back pack filled with WIF merchandise.

 

NOW ITS…

December 2012

Still with no car and a room filled with shirts that no one is buying. Friends no longer picking up calls cause you’re constantly selling them something, and with no idea who I should be selling too. I hit a wall. With no real resources and being a one man show WIF was put on hold to get personal issues in check. But the spirit of the brand never went away, I kept working on designs and honing my craft.

 

JUMP TO…

February 2015

I have car again but I had to sell my DSLR camera to help. I picked 3 designs and went to the local swap shop. Stood there for 5 hours without making a single sale. Finally someone walked over that was also selling, looked at my products and said you don’t belong here. At first I was defensive but as he kept talking he told me, “if these consumers wanted to pay retail price they would be at a retail store not the swap shop”. I walked away with barely what it costed to be out there. I also called out of my day job to be out there, and without a dollar to name it wasn’t looking good for WIF’s comeback. It was there I learned the importance of having a market to sell too. Spent the next of couple printing designs, finding a market and a way to connect directly with a broad base of customers.

SINCE THEN…

The brand continues to grow and inspire, its taken a kid from Broward County Florida to all over the world. The brand can be seen from North America to South America, and all the way to Europe. WhoisFATSOE continues to deliver superior quality and original streetwear pieces, while still carrying the same message. Which is to fellow your dreams no matter what.