Remember when fans went nuts when Carmelo Anthony rocked the hybrid New York Yankees and Mets hat at the Mets’ Citi Field stadium last year?
It did really well, according to one of the designers of the hat, Gary Gonzalez.
“I think it made it on every channel on ESPN, and they talked bad about it and it made it better. … The hat sells out every time we put it out,” said Gonzalez.
Gonzalez and Christian Vazquez run a fashion design and retail company, Famous Nobodys. Vazquez is La La Anthony’s brother and Carmelo Anthony’s brother-in-law. Earlier this week, they unveiled their new line or capsule: the “Ca77 God” collaboration. The store started out as an online hat business but expanded into a clothing company.
Gonzalez has been a designer for 12 years. He has worked with big names such as French Montana and The Game. Vazquez is a creative director for Motives Cosmetics and a public speaker, and he manages La La Anthony’s bookings and appearances.
They partnered with Starter, a premium athletic brand. Together they produced three NBA All-Star jackets, which received 109 million impressions (the number of times there is any interaction with the content) on social media and have been worn by Allen Iverson, Chris Rock, DJ Khaled, Carmelo Anthony, Jadakiss, Kenyon Martin, French Montana and others. Last month, they teamed up again to create the NBA Draft Day jackets.
Gonzalez and Vazquez then teamed up with The Compound, a lifestyle branding and marketing company. Together, they produced a line that features the phrase “Ca77 God.” In some religions, the number “7” is a symbolic number. Both Gonzalez and Vazquez think God should be the first entity that one calls on in life.
“In life, no matter whether it’s good or bad or whatever you have going on, that always should be your moment to call God,” said Vazquez.
The Famous Nobodys refers to the owners’ belief that everyone is famous in their own right. The website lists Trayvon Martin and Eric Garner as examples — they are men who rose from obscurity in the Black Lives Matter movement because of their deaths. The storefront opened on April 20, and the symbol depicted on the storefront is a star with a line through it. This is the Nobody symbol, which represents nontraditional paths to achieve success.
For Vazquez, social media is one of these paths. “In this day and age, social media is so powerful, it’s almost like an anti-revolution where you don’t have to go through traditional chains of entertainment to be a star or be a celebrity to be successful to take on that large following,” he said.
Unlike most fashion companies, Famous Nobodys does not release lines according to the season. Within the intimate rectangle-shaped store, they also maintain a 2,500-pound embroidery machine in the back of the shop so they can embroider and then sell their products.
Instead, Vazquez’s strategy is to put out “pieces that are relevant to the time, what’s going on right now with the culture and what the mood of what the climate of the situation is.”
Gonzalez and Vazquez like to work with people who they consider as being “for the culture,” which they define as “what you add to the scene that is already producing greatness.” For example, Gonzalez partnered with Datwon Thomas, editor in chief of Vibe, in 2013 to produce a hat line: Twnty Two.
In January 2015, they all teamed up and created the Nobodys Famous brand, which is now the sister company to Twnty Two. A majority of the hats from Famous Nobodys, like the “Arabic successful” hat and the “Justice or else” hat, were so popular they sold out in less than 24 hours. All of the hats, shirts, camos, jackets and sweatshirts range from $25 to $200.
Working with minorities is a priority for the owners because that’s who they are. Gonzalez is Dominican and Vazquez is Puerto Rican. This is part of the reason they chose to locate the store in Mott Haven, a section of the South Bronx.
According to the last U.S. Census, the South Bronx is made up of mostly black, Latino and Asian communities. Gonzalez grew up in the Bronx, and Vazquez said the New York City borough took care of him when he was going through a low point. Because of these ties, they wanted to add a fashion-centered vibe to a low-income neighborhood that is seeing a rapid increase in rent.
Sinceré Armani came to the “CA77 God” line launch because she likes to stay current on all of the latest fashion brands and believes this brand speaks to artist/rappers. She has worked as a fashion stylist for Nicki Minaj.
“I think the urban world would love it [because] they have dope tag lines on their T-shirts. Its fly, and I think it’s going to take off,” said Armani.
The Famous Nobodys plan to start making book bags, custom hoodies and button-down shirts around September or early October.