We were lucky to catch up with Brandon Cox recently and have shared our conversation below.

Brandon, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

At Crookd Crown Clothier, our mission is to redefine what royalty looks like—one story, one stitch at a time. We exist to empower those who’ve been counted out, overlooked, or underestimated. Our brand speaks directly to the resilient—the people who wear their scars like medals and their experiences like armor. The tagline “Redefining Royalty” isn’t just catchy—it’s personal.

The mission is deeply meaningful because it’s born from my reality. I’ve been incarcerated for over 18 years, and in that time, I’ve watched people with immense talent and drive go unnoticed by the world. I started Crookd Crown from behind bars—not just to create fashion, but to create a voice. A voice for the voiceless, especially for children of incarcerated parents and anyone who’s been judged by where they come from instead of where they’re going.

This brand is about reclaiming identity and rewriting narratives. It’s proof that even when life hands you a crooked crown, you can still wear it with pride—and inspire others to do the same.

Brandon, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Brandon D. Cox, and I’m the founder of Crookd Crown Clothier, an urban streetwear brand with a mission to redefine royalty through resilience, purpose, and personal evolution. I started this brand from a prison cell after being incarcerated at the age of 21. I’ve now been behind bars for over 18 years, and rather than let that define me or break me, I chose to create something that could inspire others—especially those who’ve faced similar struggles.

I was raised in North Omaha, a place full of raw talent, untold stories, and resilient souls. I grew up in adversity, but I also grew up with a strong sense of hustle and loyalty, values that were passed down from my mother and my environment. My entrepreneurial spirit was born in the streets but reshaped through time, introspection, and the drive to give my children and community something to believe in. I wanted to create something that said, “We are still royal—even when the crown is crooked.”

Crookd Crown Clothier offers a line of premium streetwear rooted in real stories. We sell graphic tees, hoodies, jogger sets, snapbacks, activewear, and statement pieces that make people feel seen. Each design is intentional—whether it’s our “Freedom For All” tees paying tribute to civil rights leaders, or our more raw, street-code-inspired shirts like the “OOOPS…” design that makes bold social commentary. Every item is more than fashion—it’s a message.

What sets us apart is our authenticity and purpose. Crookd Crown is built from lived experience—not a marketing trend. Every piece reflects a journey from pain to pride, from being silenced to speaking loud through art and apparel. It’s not just about clothing, it’s about connection. We use the brand to give back, whether through giveaways, charitable events, or mentoring others inside and out of prison. Earlier this year, my brand gave away free shirts for back-to-school, and we also partnered with the NFL Alumni Gala to raise money for youth programs.

What I’m most proud of is that, despite my circumstances, I built something real—something my children can be proud of. I also wrote a 5-star rated book titled Hustle Reimagined: An Entrepreneur’s Guide to Beating the Odds, which shares the blueprint of how I turned my struggle into strategy and my hustle into healing. I’ve mentored hundreds of men inside these walls, and now I’m mentoring the next generation through my story and my brand.

To anyone learning about me for the first time—I want you to know this: I’m not just trying to sell clothes; I’m trying to spark a movement. I want Crookd Crown Clothier to be a symbol for everyone who’s had to fight twice as hard just to be seen as equal. We wear our experiences proudly—flaws and all—because our crooked crowns still shine. We’re Redefining Royalty, one piece at a time.

Any insights you can share with us about how you built up your social media presence?

Building an audience on social media wasn’t easy—especially considering I’ve been incarcerated for over 18 years. I don’t have direct access to the internet or social platforms, so I had to get creative. Everything I’ve done has been built through communication with my team on the outside—primarily my fiancée and family—who help bring my vision to life. I create the designs, write the captions, map out campaigns, and even strategize collaborations, all from a prison cell. It’s a constant hustle.

The foundation of our audience has been authenticity and storytelling. People connect with realness—and there’s nothing more real than someone creating a brand from behind bars to build a legacy for his children. We’re not just posting products; we’re sharing pieces of a bigger journey. Every design has a story. Every post is intentional. We also engage with our audience consistently—through giveaways, behind-the-scenes info, and messages that resonate with real-life experiences. That’s how we’ve slowly but surely grown a community of supporters who see more than just clothes—they see purpose.

For anyone starting a business, my biggest advice is:

Start with your “why.” If you don’t know why you’re doing it, it’s easy to quit when it gets hard. Your mission will carry you when motivation fades.

Be consistent, even when it’s slow. Growth takes time. Most people quit before they see results. Stay down. Keep showing up.

Use what you’ve got. I didn’t have funding, freedom, or fancy tech—but I had ideas, drive, and a story. Use what’s in your hands and maximize it.

Don’t chase trends—create impact. People may not remember every product, but they’ll never forget how you made them feel. Stand for something.

Build real connections. Social media isn’t just about selling—it’s about serving. If you give value and keep it real, people will support you.

At the end of the day, Crookd Crown Clothier is living proof that you don’t need perfect circumstances to make progress. You just need vision, heart, and relentless execution.

How do you keep in touch with clients and foster brand loyalty?

Staying in touch with clients and building brand loyalty while incarcerated is definitely a challenge—but it’s not impossible. I rely on creativity, consistency, and the power of human connection. Even though I can’t be online myself, I keep a detailed hand in every part of the customer experience—from the messages we include in orders to the tone of our emails and social posts. I write everything: welcome emails, thank-you cards, social captions, and even handwritten notes that my team helps deliver to our supporters.

We include a custom 4×6 thank-you card with every order, letting customers know that they’re not just buying a product—they’re supporting a movement. I make sure our packaging reflects our story and our mission, and we often add messages that speak to the values of strength, loyalty, and overcoming adversity. Our followers can feel that we’re real. That goes a long way.

We also use our social media platforms and email newsletter to share behind-the-scenes updates, exclusive product drops, motivational messages, and ongoing giveaways. I want our supporters to feel like they’re a part of the journey—not just watching from the outside. Loyalty comes from feeling connected, and we do everything we can to nurture that connection.

What keeps our customers coming back is the authenticity of our story and the consistency of our message. They know we stand for something real—and they want to wear that with pride. We’re not just another brand—we’re a statement, a voice, and a reminder that greatness can come from anywhere.

Contact Info:

• Website: https://www.crookdcrownclothiercrown.com
• Instagram: https://www.instagram.com/crookdcrown_official/
• Facebook: https://www.facebook.com/profile.php?id=61550328043270
• Linkedin: https://www.linkedin.com/in/brandon-cox-70b1642a0/

Image Credits

Brandon Cox, Kelly Brace, Crookd Crown Clothier