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Meet J. Danny of VRVE in North Atlanta

Today we’d like to introduce you to J. Danny.

J. Danny, can you briefly walk us through your story – how you started and how you got to where you are today.
I have always considered fashion to be fun, important, and a way of expressing one’s vibe, emotion, and personality. Often, I would put outfits together from various designers, some considered luxury and others not. But I noticed that I was complimented often on what I wore whether I was casual or dressed up. People began to ask me for help with shopping for a certain look or would ask advice on what cut of jean would look best with a certain pair of shoes. VRVE was as a mere thought, became a vision, and overtime transformed into an outlet and foundation for me to express my love for fashion through consulting. Shortly after, the nation was hit with the COVID-19 pandemic. As department stores closed and social distancing became the new normal, I had to be innovative. No longer able to meet and consult, I channeled my creativity and love for fashion into building VRVE, the clothing brand!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Building a brand comes with many obstacles and challenges. The logistics of it all was one of the challenges I faced in the beginning. Finding the right manufacturers, designs, fabric, fabric weight, creating the website etc. I’m currently a one-man operation. However, I am amazed at how smooth the process has been. I’m doing something I love so my ambition is on a thousand!

We’d love to hear more about your business.
VRVE is a streetwear brand with designer aesthetics. VRVE is an acronym for Very Rich Very Expensive. However, it has little to do with riches and materialism but more to do with nurturing your well-being. It’s about creating a life that makes you feel Very Rich according to your own standards. An individual should know their worth, value, and expect people to treat them Very Expensive. There are a lot of brands out today and many make a statement when you choose to wear that brand. For example, if someone valets a Ferrari at a nice restaurant, the perception of that individual is that they are successful, they have a lot of money, and may not have a care in the world. All these things, though may not be true, are perceived because of the brand of car they are driving. When someone wears VRVE, I want the message to convey that they are aware of how rich and expensive they are as an individual, especially my culture. The black community has contributed to the development and the wealth of this country. Our culture is Very Rich and Very Expensive.

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