Hype Style/Beauty

Published on November 13th, 2019 | by Hype Editorial

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Keith “Street Lotto” Smith’s ‘OOOG Brand’ Is Not Just Fly Fashion, But a Lifestyle Brand for the Resilient

When Cincinnati rapper Keith “Street Lotto” Smith created T-shirts to promote his single “OOOG” back in 2014, he had no idea that it would blossom into a full-fledged lifestyle brand – one that would not only make a statement in the fashion world, but inspire many people in the process.

However, that is exactly what is happening. Now, based in Atlanta, OOOG Brand has formed wings and continues to soar, establishing a powerful presence across the nation with no signs of slowing down.

“I never planned on being in fashion, but when we put [OOOG] out, everybody started asking for it,” said Smith, who worked in music with everyone from Tha Dogg Pound to 98 Degrees.” The stuff sells itself. Nothing in my life sells like this. When you have lightning in a bottle you have to move with it.”

True, the line is growing in popularity, but its success must also be attributed to its CEO’s relentless drive and work ethic. “Street Lotto” keeps his eyes and ears to the streets, building relationships and making keen observations of “what people want, but don’t even know they want until they get it.”

Among the OOOG Brand mainstay items for both men and women are hoodies, hats, sweatshirts, long-sleeve crew necks and T-shirts. Other specialty items include camo jackets and jean jackets with fur on the collar, and soon, jogging suits and crop tops will be released. The gear dons inspirational and motivational messages such as “Earned Not Given,” “Do More, Say Less” and “Deuces to Excuses.”

These aphorisms, accompanied by attractive designs and colorways, have enticed celebrities and influential figures such as Ice Cube, Big Boi, Bishop T.D. Jakes, John Gray, Rakim, AZ, Coach K, Bill Bellamy, CeeLo Green, the legendary DJ Hurricane and many others to sport and support the brand.

Needless to say, OOOG is not clothing to be worn by just anyone. In fact, there is a message behind the name. It is for the one who has been tested by life’s trials, has persevered, and thus, carries with them a wisdom and clarity that has allowed them to succeed in spite of. It is like a badge of honor for entrepreneurs, for bosses.

“A “OOOG” has really been through it. They have lived a bit, are well-rounded and have developed a keen understanding of life,” said Smith. “They are a shining inspiration through their trials and an inspiration to those before them, beside them and to the ones to come. So, if you are wearing this brand, you inspire through the way you carry yourself and how you motivate others. You have been knocked down, but you got back up and can show others how to do the same.”

OOOG Brand apparel can be found on the official website at www.ooogbrand.com. For updates and additional content follow @ooogbrand and @streetlotto on social media.



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