Clothing Line Bio:
‘Quite possibly the freshest, most dope clothing line ever. A complete combination of hip culture and artistic individuality.’ The apparel is designed by hand using paint with graffiti styled patterns and lettering.
A lot of the material is based on pop culture, music, social events, and sports figures; which appeals to a young crowd, club goers and hardcore urban art fanatics. CEO, head designer and fashion guru Sean “100” Celestine credits the uprise of label to his southern roots.
“I’m from Houston and in the south there is a term we use all the time called ‘keep it 100′. What that means is be 100% totally open and honest, and true to your word. Since I’ve always been that kind of person, I was granted that surname.
Our goal with clothing is to allow people a visual expression of that same term. We pride ourself at being 100% true to the things that set individuals apart: creativity, emotion, and means to communicate style.