Most people don’t want to be labeled as “lame,” but what happens when “lame” becomes the new cool? The creators of the Lame Brotherhood (LB) clothing line certainly put that question to the test by aiming to be an advocate for the outcast.
Uprooting from Cincinnati, this fashion team is creating trends and putting their “lame” images on people all over the world.
LB designer and founder, Dakarai Ashby says, “I was always that “lame” kid growing up. I was the underdog in sports and games. You can almost say my life story was similar to Rudolph the Red Nose Reindeer. Instead of crying about it and worrying about not fitting in, I try to embrace it and make it worthwhile.”
Lame Brotherhood claims to create fashion for the outcast, the rebel, the underdog and the up-and-comer. With such a creative force, there’s no question why this team of young and fresh designers are able to get the new stars in the music industry to rock their labels.
Being spotted across town in the colorful street wear, Hip Hop artist Wiz Khalifa is a faithful supporter of the brand. In 2009, the company hooked up with the rapper after a show at the Grog Shop in Cleveland and gave him a couple of their very first crew neck sweaters which were called “Sweet Dreams.” Recently, he was spotted wearing one of their items while performing his hit single, “Black and Yellow.”
Other than attracting music talent, the company cultivates their strong following from everyday “lames” by simply having purpose behind every design created.
“I try to have a meaning behind every design, I think people stay interested in us and become repeat customers because of what Lame Brotherhood stands for,” says Ashby.
“I’m not saying that other brands are not about something, but many seem to miss that. Our objective is to make people proud to wear Lame Brotherhood Clothing.”
Because of Lame Brotherhood Clothing, lames, losers, underdogs and misfits can unite and turn their stories of tragedy into stories of triumph. Nobody stays a loser forever.