My name is James McCoy I am a young, black, motivated entrepreneur. I started this brand to encourage others like myself to be different from the rest, because what would the world be like with all normal people? You also should push yourself to be the most authenic person you can be. Always show the raw true side of yourself. Note to self become rare and not accessible. The apparel is not only an item it resemble to you being Real, Raw, and Rare.