We caught up with the brilliant and insightful O’Shea Hollins a few weeks ago and have shared our conversation below.

Alright, O’Shea thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

When I was in high school I had brand that was really dope and I was making moves as a youngin’. When I graduated from high school, I knew I had to turn in up and take it 100% serious.
I came up with the name of The Everyday Fresh in 2017. I was just talking sh*t to my older brother as any young brother does. I was like “man I’m always fresh, I get fresh everyday bruh, man I’m everyday fresh!” And I head a light bulb moment was like yeah we gonna use that. And it just stuck. The name to me sounded big like the news. And it just sounded so official.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

I was born in Minneapolis, MN and I moved to Atlanta in ‘07 when I was nine years old. I was very into all spectrums of Atlanta culture from the women, to the music, cars, music, and fashion. But when I turned about 11 – 12 my older brothers were tapping into the new underground scene of rap music and fashion. So I began listening to music that was from outside of Atlanta and it sounded so rare and better than anything that was coming out of Atlanta. Rappers like Curren$y, Wiz Khalifa, Dom Kennedy, and the late Nipsey Hussle were making major noise in the rap world. And just based on me listening to them at such a young age, it naturally grew to me wanting to be just like them, which usually means trying to look how cool they looked by wearing what they were wearing. I would see Spitta & Wiz rocking Diamond Supply & The Hundreds. You’d see Tyler in supreme. Everybody rocking Stussy. So it went from me trying to look cool like my favorite rapper, to me wanting to make my favorite rapper look cool. And I could only do the by creating my own brand. So I started to study all the streetwear brands from Supreme to Alife to Stussy to The Hundreds. What I loved most about these brands, was that they were all based on skateboard culture around the U.S.
Around 2014, my brother Soda, who is also a rapper, started a clothing brand called “The Cool Club”. At this time I was still in high school. After a show he had in Atlanta he was just talking to me about how far his brand would be if would started at my age and at that moment I had another light bulb moment. And I got started on my first brand.
I knew I wanted a streetwear brand because of the music, culture, and people who I looked up to were always wearing streetwear so I wanted them to have a uniform they could wear when the make their moves on a daily.

Can you share a story from your journey that illustrates your resilience?

I don’t have just one specific story but I will say that on a journey to creating a brand, you’ll have to spend a bunch of money just to get the ball rolling and there’s not always an immediate return on investment, if your lucky enough to get a return at all. The main thing with me is that I know that one day that my grind will pay off as long I don’t allow myself to give due to discouragement.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One thing I had to unlearn was being in survival mode. I think being in that mode made me miss out on a lot of opportunities because at that time I could only see what was right in front of me. I don’t come from a silver spoon world so at a young age I had to learn how to get it and I think due to that, there were points in my life, where if I didn’t see immediate success or returns, I didn’t see the value of what I was doing.

Contact Info:

• Website: TheEverydayFresh.com
• Instagram: @WavesByOshea @TheEverydayFresh