Sean Whyte was born in Denver, resided in Kansas City, Edmonton, and is currently calling Vancouver home. During his time in Edmonton, he attended the University of Alberta where he majored in political science, and minored in economics. It was in university, when he began to create custom t-shirts, and hand out jerry cloths (face towels) with his business card attached to them. He created YBR (Young, Beautiful, and Rich) and has also co-founded Triprez Productions with another up and coming entrepreneur based in Edmonton, Carlton Clark. A genuine passion for fashion, the Hip-Hop culture, and a prosperous life drive Sean every single day. “My mom taught me how to dress.” said Sean. “She taught me how to match clothes, she gave me my fashion sense. She made looking fly, a part of my daily life. I’d always rock the freshest gear, but I always thought to myself what am I missing? So I created YBR to fill the void, to provide what I was missing. Started with the t-shirts and then moved on to the hoodies. My friends really liked what I wore, their friends liked it, and people started buying it.”

After a bottle of Red Stripe and two spicy beef patties from a near by Caribbean cafe (Big ups to Ken and Junko from the Lion’s Den), he told me success for him was not easy. “You see I made a lot of mistakes along the way and failed a couple of times…Wait let me rephrase that, I learned a lot of important lessons along the way. Without these experiences I wouldn’t have the knowledge and skills like I do now.”

For that hour we spent at the Lion’s Den, I learned that the fashion game is almost similar to the Hip-Hop game. The game is so similar, Sean even compares coming out with new hoodies or shirts to working on a new mixtape. “My designs are like an MC’s lyrics. To stay fresh, to stay on point, I design new material everyday.” Also just like the Hip-Hop game, it’s not nice, it’s not friendly, and it’s not easy. There’s plenty of wannabe designers and entrepreneurs, but the reality is not everyone is built for the game. In order to survive and to continue in the urban fashion world, you need these elements (according to Sean Whyte):

1. A strong belief in yourself, confidence. You need to not be afraid of failure, because a fear of failure keeps you away from taking chances.

6. Just like from our first edition of HHG101, it’s who you know. What’s the point of having fresh gear, when you can’t get it into the right hands?

After lunch, Sean goes to Van City Custom to work on some shirts with Todd. During last year’s Cannibus day festival Downtown, the two met each other by chance through a mutual friend, Rasta Mike (from Camp Army). Todd White was born in Nova Scotia, previously residing in Montreal, Toronto, and is now proud to make Vancouver his home. After owning a previous shop in Toronto, he decided to build Van City Custom. Todd specializes in making custom shirts/hoodies, and also has his own brands Todd White Signature, and Goldmind clothing. Todd having been in the game for over seven years (Sean has been in it for over five), I was curious to know what are the keys for longevity. “Staying relevant.” said Todd. Sean then jumped in the conversation and said “There’s no formula to staying fresh. You either got it or you don’t.” Both men couldn’t agree more. I sat there in the shop as they worked on some custom tees using a silkscreen frame and a heat press. “Those are your best friends if you make designs.” said Todd. “Plus having an updated computer that isn’t slow helps, a Mac is very important for what I do. You have to be efficient. ” Just like Sean, I asked Todd for his elements of survival. What it took him to get his shop to where it is now:

1. Having a business plan. Always stay organized, learn to prioritize, and keep track of your money.

5. Also once again you have to be confident and believe what you are making is the shit. If you don’t believe in your brand, why would anyone else believe in it?

To Hip-Hop heads, fashion is not just a shirt, a pair of jeans, or kicks. It’s a lifestyle, it’s the swagger you bring to what you rock. It’s the way you wear your fitted cap, the way you tie your kicks, it is just as important as the skills you bring on the mic. These men are truly a force to be reckoned with. Spending six hours with them in the shop, their work ethic is very contagious. The amount of focus, the amount of drive, hunger, and determination. You can have a million great ideas, but if you don’t have the elements, if you don’t have the drive, you’ll never go anywhere. Sean Whyte and Todd White, will never be content with their current positions. They will expand, they will create an empire of their own, but only with time, patience, hard work, and dedication will anyone’s empire be built. These are the building blocks for creating your own Rome. Just to recap on some important points:

• Have a business plan:Stay organized, prioritized, and keep track of your money.
• Promotion: Good marketing skills and create your own hype.
• Networking: I cannot stress enough how important this is, IT’S WHO YOU KNOW!
• Baby steps, crawl before you walk: “Life ain’t a sprint, it’s a long distance run”.
• Have fun: Enjoy yourself and have a passion for your craft.

If you want to know more about Sean Whyte and YBR, you can visit stevengreenclothing.com. Or you can join his Facebook group TRIPREZ PRODUCTIONS. For more on Todd White and Van City Custom, go to vancitycustom.com, or visit their new shop at (soon to be reopened) 621 Kingsway, Vancouver. It’s on Fraser St. and Kingsway. Till the next edition of HHG101.

Stay true,