A few weeks back two of my friends from Motivation, Ann Arbor’s premier streetwear boutique, launched their own brand named Chief. The founders, Jay and Kao, have been working in the streetwear/lifestyle industry for a long time now. Having the opportunity to grow up in streetwear, they have seen brands come and go, and even some of their favorite brands fall off.

Under a motto that reads “Everything is earned,” they plan to take what they have learned and put it to good use. With the natural progression of things, it only seemed right for them to start their own brand. Kao explains that they now have the opportunity to do “what we want, when we want, how we want, and possibly in the future to do what makes us happy.”

Don’t get it confused though–it’s not at all related to, nor does it have connection to, the old Illinois mascot. There’s much more to the name Chief. To them it is more than just a leader or a ruler, “It’s also an embodiment of struggle, death, life, loyalty, honor, and perseverance that one needs to go through to become that leader or Chief,” says Kao. This only being the start of their journey, it will be great to see how their upcoming brand will strive and differ from those already established.

Chief is currently available via Motivation’s online store. Look for their website to launch soon with more information on where to purchase the gear. In the meantime you can keep up with the brand via Facebook and Twitter.