CREATIVE CIRCLE MEET DFRNT HYPE CEO ANDREW ROSS

by Devon Riddick

When pursuing the world of business, the journey requires a firm understanding of the coordination that takes place to properly run one. This includes tedious details such as proper certifications, legal tax filing, and the marketing promotion of a business. In a Creative’s Circle discussion, Devon Riddick spoke with an ECSU student who is all too familiar with what it takes to operate a business by going through the learning process himself. Andrew Ross is a 21-year-old graphic design major and the creative director for DFRT HYPE which is a street clothing brand and productions LLC. During the discussion hosted by Riddick, the two conversed about the journey of being a creative director and video designer in addition to the key essentials needed to start a successful business.

To give background, Andrew Ross attended Henry. E Lackey High School where he wore a different hat as a studentathlete playing varsity basketball. While he was not on the court, Ross took his downtime to establish his business DFRNT HYPE junior year of high school. The business venture idea was created with friends of Ross who helped brainstorm how to incorporate DFRNT HYPE into their daily lifestyles. During the weekends, Ross was free from being an athlete, so this time was used to invest in the vision for DFRNT HYPE. As the weekends passed, the evolution of DFRNT HYPE finally came to fruition with the release of the clothing line. The first release of DFRNT HYPE was more than successful due to the brand being sold out in just a few weeks with the help of the community and local supporters! What assisted Ross in the creation of his sought-after designs was the studying of his consumers’ interest in colors and recent shoe releases, using this information to appeal to his customers. Although this was deemed a successful beginning for DFRNT HYPE, Ross immediately began thinking about longevity and the importance of his business changing with time. With that in mind, DFRNT HYPE not only became a clothing brand but a production media outlet that represents the culture. Ross speaks about this transition in an interview stating, “I was able to gain success locally by being a brand, but I wanted longevity. I wanted to become a business and not a brand. A brand is your identity, it is something you are known for. Your business is the legal work: Having an LLC, being trademarked, and filing for taxes.” Understanding the importance of building a business on a firm foundation is what helped DFRNT HYPE maintain stability and allowed for a great transition from producing clothes to also identifying as a production company. This switch in business ventures allowed Ross to create a space to support photography work, video designing opportunities, and touring different HBCU’s spreading their clothing and business professional knowledge.

What is most important in being a CEO and operating a business is adopting a mindset that will allow you to endure all that is ahead of entrepreneurship. Ross mentions in an interview three mottos that he lives by which are consistency, patience, and selfbelief. Ross says, “Consistency beats skill 100% of the time. Having a goal that you work on consistently will always prevail. Being patient in not only the process but with yourself is key. Understanding that no one is perfect and that things will go left but knowing that it is a process. Having that same patience with yourself will give you a level-headed mindset to achieve everything. Believing in yourself is the most important. Anything can be achieved once your mind and heart are in it.” Though much was shared and learned from the entrepreneurial testimony from CEO of DFRNT HYPE Andrew Ross, the interview ended with an echoing phrase, “Being different is more than a mindset, it is a way of life and the ability to be yourself through any obstacle which excels all fame and popularity, originality always sells.”