By Victor Hernandez (Guest Post)
Category: Streetwear Culture | Tags: Focus Rich Clothing, Focus Better, LA Streetwear, Pop-Up Shops, South Central Entrepreneurs
Focus Rich Clothing, the Los Angeles-born streetwear brand known for its bold designs and iconic Emoji logo, recently joined forces with Nun Better Clothing for a legendary collaboration that generated over $40,000 in one day. The pop-up event took place in Salt Lake City, Utah, but the story started years earlier in South Central L.A.—where both founders first learned the meaning of survival, hustle, and focus.
This is the story of how Focus Rich turned a neighborhood link-up into a national streetwear movement.
From South Central to Streetwear Success: The Origins of Focus Rich Clothing
In the streets of South Central Los Angeles, two childhood friends—Justin and EveryoneLovesIce (one of the founders of Focus Rich Clothing)—grew up navigating the harsh realities of gang culture, poverty, and systemic obstacles. But even as teens, they knew they were destined for something greater.
EveryoneLovesIce, known as “Ice,” launched Focus Rich Clothing to reflect the mindset of staying sharp in a world full of distractions. His brand quickly gained traction thanks to its unique aesthetic rooted in hip-hop culture, Los Angeles street style, and a commitment to focus. Today, Focus Rich Clothing is worn by professional athletes, rappers, influencers, and creatives around the world who believe in pushing culture forward.
Meanwhile, Justin, aka “Just,” created Nun Better Clothing—a brand focused on self-worth, elevation, and raw authenticity. His mission? "Inspire individuals to GET BETTER."
Focus Rich Meets Nun Better: How “Focus Better” Was Born
After years of building their respective brands, Ice and Just reconnected at a backyard BBQ in their old neighborhood. While chopping it up on a front porch in L.A., they revisited the dreams they once talked about as kids. That’s when the lightbulb went off:
“Bro… what if we link up for real? Nun Better. Focus Rich. Call it… Focus Better.”
The idea clicked instantly. Ice had a trip planned to Utah and knew the scene was wide open. Less competition, high demand, and fans hungry for something real. The duo agreed to take their vision on the road.
The Utah Pop-Up: How Focus Rich Clothing and Nun Better Sold Out
Thanks to a friend affiliated with the NBA's Utah Jazz, the team secured a pop-up location in downtown Salt Lake City. With 20 people, four vehicles, and a U-Haul full of Focus Rich Clothing and Nun Better gear, they hit the road.
The event drew lines of customers—local sneakerheads, college athletes, fashion lovers, and influencers all eager to grab a piece of the limited Focus Better collection. Branded hoodies, graphic tees, and exclusive hats flew off the racks.
By sunset, Focus Rich Clothing and Nun Better had cleared over $40,000 in one day.
Focus Better: Not Just a Capsule, a Movement
The success of the Utah pop-up wasn’t just about merchandise. It was about Focus Rich Clothing telling a story—about legacy, resilience, and vision. Two real ones from South Central. No handouts. No shortcuts. Just drive, creativity, and community.
Today, Focus Better is more than a one-time drop. It’s a movement. A message. A reminder that no matter where you come from, you can build something that matters.
"Where we come from, we had to focus just to survive. But when we locked in together—there was nun better."