Dread Generation was established in 1994 in the city of Queens NY, by creator Willie Chambers. What initially began as a personal project - creating gear for himself- quickly gained attention as people began to demand hid distinctive graphics streetwear design.

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At the time, Dread Generation stood out from other brands. One of the artist's greatest challenges was building and promoting a brand that truly represented his identity. He faced significant ridicule and opposition due to his unique style and the cultural statement he embodied. During an era when dreadlocks were primarily associated with the specific cultural groups, he chose to embrace the look, despite being subjected to teasing and judgment. Nevertheless,  he stood firm in his beliefs and continued to push forward. 

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Willie, the creative force behind Dread Generation, originally considered pursuing a career in cartooning. However, his passion shifted towards fashion, and he decided to focus on creating vibrant, eye catching clothing. His goal was to design pieces that not only stood out visually but also conveyed a message. Determined to get his products noticed, he began participating in expos and shows, which proved to be successful and helped expand his reach.

 

As time passed, Willie remained deeply engaged in the fashion world, constantly innovating and adapting to the changing trends in both fashion and music. To this day, his designs, which were influenced by the evolution of rap music, resonated with people of all ages and across the globe.

 

Through his unwavering determination and dedication, Willie never stopped creating. Dread Generation's journey is a testament to resilience, vision, and power of self expression. Today, his legacy continues to inspire, and his brand remains a bold representation of the intersection between culture, art and fashion.

  

MISSION: TO SUPPORT DIVERSITY, REBUILD FAMILIES & COMMUNITIES THROUGH ARTFUL AND ARTISANAL EXPRESSION.

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