More Than Clothing: Local Apparel Company Does 'Everything Different'

Integrity is rare to come by in the ever-changing, cutthroat fashion industry, where fads come and go and gaudy gimmicks sell. But Fremont-based Doing Everything Different is paving its own path by remaining true to a simple mission: promoting positivity. 

“A lot of people are focused on image or money. We’re focused on a forward, positive progression,” says Devin Lars, the company’s CEO.

The company’s designs feature both graphics that take some studying to decipher and simple slogans of empowerment. One of their t-shirts depicts a scruffy cartoon bear dressed like a pirate sitting on a pile of gold. “He’s beat up, but he’s got his gold,” Lars explains. “He had heart and wasn’t afraid to get beat up to reach his goal.”

D.E.D’s most successful campaign has been the “Visionary” series. The word “visionary” is written backwards on shirts and hat. The word, of course, appears properly in a reflection.

“Sometimes when you have a vision, people don’t see it in the beginning. As long as you get up in the morning and you can see it, that’s all that matters,” Lars said, alluding to his own challenges.

Lars' own vision is slowly coming to fruition. And apparently, Doing Everything Different is doing something right.

The brand has gained support from a host of celebrities from Justin Bieber and Chris Brown to Rick Ross and Trey Songz, who have all been spotted sporting D.E.D. on stages and in Instagram photos.

“The celebrity backing solidifies who we are and our message,” Lars said.

The rough but righteous road

The skinny 25-year-old Richmond native towers over 6-feet tall. His arms are covered in tattoos. Like each graphic he designs, every tattoo has a meaning. Inked angels and crosses display his faith; names of loved ones serve as dedications to those who’ve nurtured his moral integrity and shaped his entrepreneurial mind.

Lars credits his late grandfather as a key influence. Growing up in Richmond, he was exposed to the negative street life but always kept his grandfather’s wisdom in mind. “My grandfather used to tell me, ‘Wrong isn’t designed to work right,” Lars said. “It gets tempting. You see people doing it the wrong way and getting ahead of you but you have to keep your integrity.”

In 2008, his grandfather let him and his friends use his garage. That’s where they built a screen printing press and made their first run of t-shirts.

It was around that time that Lars’ grandfather passed away from a medical condition right in front of him. “My hero died in my arms just like that. Situations like that will change you,” Lars said. “You just have to learn how to cope with it in a constructive way.”

Taking his clothing business more seriously, Lars wrote a proposal letter to his mom, who emptied out her savings to support his endeavor. In 2010, he bought an industrial-size screen printer and eventually found a warehouse space in Union City off of Alvarado-Niles Road.

To offset the clothing brand’s costs, he started printing shirts for local businesses and other clothing companies, including popular street wear brand Pink Dolphin, under D&D Designs and Screen Printing. Soon, they were getting printing orders from across the country and outgrew the Union City space.

Turning a vision into reality

D.E.D is now headquartered in an industrial complex in Fremont. A warehouse churns out printing orders and a small front office doubles as a showroom. The printing business is doing okay; he’s got a steady flow of orders, though he could use more, he admits. Meanwhile, D.E.D. is gaining more clout. He recently sponsored Wild94.9’s Wild Jam and 106.1 KMEL’s Summer Jam.

Juggling the printing business and the D.E.D. brand keeps Lars busy, but he isn’t one for rest or vacations. There’s much more that he wants to do, and his got his eyes on a much bigger picture.

Lars recently joined the Extreme Entrepreneurship Tour, a traveling series of motivational speeches from young business leaders, after attending a stop at Chabot College in Hayward. He approached the organizers and told his story. Soon, he was traveling across the U.S. to inspire others. He recently came full circle, speaking to youth at his alma mater, El Cerrito High School. 

“I use our brand as an example that you can make your dream a reality. It just takes hard work,” Lars said of his new role as a motivational speaker.

“That’s changed the whole dynamic of the company,” he added. “I’m real conscious of how stuff affects the next generation and how society impacts youth.”

Lars proudly reads emails and messages from kids thanking him for the inspiration.

“Our brand is more than clothing,” Lars said.

Lars hopes D.E.D will become an inspirational lifestyle brand. He’s developing women and children lines and delving into more cut-and-sew apparel, bags and accessories. The way Nike promotes excellence in athleticism, Lars wants D.E.D to promote individuality, creativity and positivity.

“Anybody who identifies with our message can wear it,” Lars said.

Lars recently launched a Kickstarter campaign to get wider support and exposure for D.E.D. He hopes the campaign will allow fans to build a closer connection with the brand and help turn his vision into a reality.

The campaign ends July 1. 

To support Lars and D.E.D., visit their Kickstarter page here. 

For more on D.E.D., visit www.doingeverythingdifferent.com or www.facebook.com/doingeverythingdifferent08.