Teenagers Launch a Famous Fashion Brand
From America's Poorest Neighborhoods... Teenagers Launch a Famous Fashion Brand
In an exceptional and inspiring story, a group of students from a public school in the Bronx, New York, successfully turned a school idea into a real project, ending with their products being displayed in one of the most famous sports stores in the world: the official NBA Store on Fifth Avenue in Manhattan.
The story began when director and writer Dan Klores, founder of the Earl Monroe New Renaissance Basketball School, decided to create a different approach to address students' boredom and disengagement from school. Instead of traditional classes, he launched a practical entrepreneurship program. The idea was simple: students would start and run a real company themselves.
From Dream to Realization
From the heart of poor neighborhoods plagued by gun violence, about 15 students came together to create a youth fashion line called EVNTLLY. The name was chosen by student Gary Williams, who later became the team's CEO. They also made orange a key symbol of their products, expressing their awareness of the dangers of gun violence that have claimed the lives of relatives and friends.
Classrooms were transformed into meeting rooms, while a small room in the gym was used as a warehouse for storing goods, according to the New York Times. The beginning was not easy; doubt and disagreement prevailed among them, and the project almost stalled more than once. Even the first presentations to their teachers failed, as the students became confused and lost focus.
"We'll be in debt forever"
They also faced a financial crisis when they discovered that clothing production in China would double costs due to US tariffs. One student even exclaimed, "We'll be in debt forever!" But the support they received from the school's founder's network proved crucial. He introduced them to prominent figures, including NBA Commissioner Adam Silver, and arranged meetings with the heads of major companies like Centric Brands, who admired their efforts and assisted them with manufacturing and marketing.
For student Jordi Santos, the vice president, the experience was more than just a business venture. He entered the program looking for "free pizza," as he put it, but he emerged a confident leader, having lost his uncle in a shooting as a child and lived without a father. Despite his fear of public speaking, his teammates insisted he lead the pitch to investors. With the training, he learned to speak from his heart, not from a script, and to turn the boardroom into his own personal stage.
The Hour of Truth
In mid-June, the team ascended to the 14th floor of the Hudson Square Tower to meet with executives from the multinational corporation Fanatics. Kayan Shand began by talking about how the project helped them see a future greater than the problems of their neighborhoods, and Jordi continued, "This is why we started our company."
The students also gave an impassioned presentation, including samples of their products. The result was both shocking and exhilarating: the NBA's official store agreed to allocate space for their brand, EVNTLLY, in the Emerging Designers section. The experience wasn't just a school project; it became a story of perseverance, personal transformation, and the opportunities that can emerge from a challenging environment.
"I was very shy," Jordi said before they left the room. "But now I've found my voice. I realize I have what it takes to succeed." From the Bronx to the heart of Manhattan, these teens proved that innovative education and the right support can transform ordinary students into entrepreneurs with a message and hope for a better future.
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