I provide fresh innovative ideas and designs that reflect a range of personalities and characters within the Hip Hop culture. The twist with my designs compared to other Hip Hop clothing retailers is that I am founded on Christian morals and values. This means that designs are inspired on a positive platform that does not hinder society or fuel detrimental behaviour. The overall aim of the company is to change the person in society who will become a change for the society. Hip Hop is a very underestimated industry due to the negative media centred around it, however we hope that our designs will capture the hearts of consumers for change. Initially I focus designing on short and long sleeved t−shirts and jumpers however I have advanced to hats, jackets, trainers and bags etc and in the future I am to expand in the latter areas more significantly. In addition I provide a customisation service whereby customers can ask for a unique personalised design for their item of clothing. What is usually requested is a persons name or group graffed onto a particular garment. In light of copyright and trademark infringement we will not replicate any logos or cartoon characters etc so as to protect the reputation of the brand. Not many clothing companies provide this service to its customers therefore my services are distinguished and fills the gap that other retailers have failed to satisfy the needs and requirements of the Hip Hop market.