We recently connected with Devoun Burrowes and have shared our conversation below.

Devoun , thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

I came up with the name F*CK YA FASHION for my company because I wanted to encourage fearlessness, originality, and self-expression through streetwear culture. I created the brand in 2013 after I moved back to Atlanta from Brooklyn to start GSU. Durning the year I moved to Atlanta Instagram grew to become the most popular social media platform which made me feel like we gained access to the entire world overnight. In Brooklyn I never looked to the internet to get a name or tell me what was popular in the street. If you wanted to build a name for yourself or know what’s trending, you had to go outside. Nowadays you can see exactly what the fashion trends are, new slang, and popular places to vacation or eat instantly which has caused everyone to dress exactly the same, talk the same, and go to the same places. The goal of F*CK YA FASHION is to promote embracing your individuality and serve as a voice for fearless creatives around the world.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Devon. I grew up in Atlanta and Brooklyn. I have always been someone that is bold, ambitious and fearless. Even though I like to stand out I have a very calm but outgoing personality. I got into the fashion industry because growing up In Brooklyn we took pride in fashion. I came from a family where appearance is a representation of emotion. For instance, it tells the world how well you’re doing. Everything I learned about business up to this point has been through trial and error. In some ways I feel like a hands-on experience is the best way to learn business because you get a hands-on experience. What sets me apart from others is I am in a field that allows me to be authentic. There is no right or wrong way to represent F*CK YA FASHION. To be authentically you means to embrace your flaws and uniqueness. I am most proud of my resilience. I have continued to grow my brand even through challenges in my personal life. In some ways I think that’s what makes the journey the most exciting. There is beauty in each step along the way.

How did you build your audience on social media?

I built my audience on social media by being authentic. I run my own page, so I started by posting things that fit who I am as a person. For instance, I have always been somebody that like to laugh so I posted things that had nothing to do with fashion but things I related to. The reason is because I wanted people to invest in the person behind the brand. Also, I reposted everyone that wore my clothes whether they are the average working person or a celebrity I showed the same love. This is important because people like to feel like they personally know the owners of brands or companies. Having a deeper connection with your audience allows them to feel like they are also supporting a friend which a lot of times can actually build real friendships outside of social media.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

A lesson that I had to unlearn is thinking that nobody is watching. Sometimes when you are on your journey it can feel like your hard work is not being recognized. I learned that people are always watching even if they don’t acknowledge they are. For me I learned this lesson because I have been working my brand for so long that I have become a bit disconnected from my work and its outcome. When I promote my brand, I am not conscious of the idea that all the promoting I have done over the years is or has been being seen. I know it’s weird, but you never realize that people are paying attention until you get to a point where people may not know you, but they know your brand. For instance, when I was in Los Angeles, I threw a party in Atlanta. The only promotion I did was online since I was not physically in the state. Leading up to the event I felt like ticket sells were slow, so I was under the impression that people did not care about my event. Next thing I know on the day of the event I had 150 tickets sold before the event even started. Thats when I learned people are always watching stick to the script.

Contact Info:

• Website: FuckYaFashion.com
• Instagram: Fckyafashion
• Facebook: facebook.com/fckyafashion
• Twitter: fuckyafashion_
• Youtube: Fckyafashion