In February, I obtained a direct message from True Brvnd on Instagram. The message learn, “Hey Taylor, my name is Sang – would love to connect with you and D Magazine.” Typically, a message despatched to my private Instagram would find yourself in a field to the left. However, one click on on Trvnd Brvnd’s IG was all of the persuasion I wanted to reply.
I’ve seen True Brvnd’s signature upside-down Dallas hat for over a 12 months. From La Privada on Jefferson Blvd in Oak Cliff to Dak Prescott at a Dallas Cowboys press convention and Dwight Powell on the walkup to a Dallas Mavericks recreation, the “SALLAD” brand has taken over the town. It all began with a DM on Instagram.
In April 2020, Sang Truong, founding father of True Brvnd, noticed the Dallas Cowboys decide quarterback Ben DiNucci on the final day of the 2020 NFL Draft. Troung had adopted the participant on social media and determined to ship him a DM. The message, a pleasant welcome to Dallas and present of free hats, labored.
As destiny would have it, Truong was staying throughout the road from DiNucci’s resort. Later that night time, the 2 met in-person and instantly hit it off. Ten months after the assembly, DiNucci joined Truong as co-owner of True Brvnd.
Since then, you’ll find the model on Trevon Diggs, Tony Pollard, and Michael Gallup. It had an unofficial function on HBO’s Hard Knocks, the place DiNucci wore a True Brvnd hat throughout every episode. Through the ability of phrase of mouth among the many metropolis’s athletes and actuality tv stars, the model has shipped hats to Canada, the United Kingdom, Australia, Sweden, Austria, and Germany.
For Truong, the Boston-born, Dallas-raised streetwear designer, the worldwide success of the model is the achievement of a lifelong dream. “I wanted to create something that truly represents the city and community,” he says. “We have seen a lot of New York- and Los Angeles-based brands, but you don’t see a Dallas-based brand at all.”
Truong pays respect to By Way of Dallas, Hance Taplin’s streetwear model, which is a will need to have for anybody invested in native streetwear trend and tradition. The model partnered with D Magazine on an unique capsule line, and has been worn by Erykah Badu, Blue, The Great, and a who’s who of creatives in Dallas. In the years since By Way of Dallas’ debut in 2015, a variety of native streetwear manufacturers have arisen to showcase their neighborhood’s tradition.
Yet, the Cowboys co-owner hyperlinks the streetwear model and hat firm to the NFL’s richest crew. In November, the model partnered with Dallas Cowboys Golf Club to promote hats at its Grapevine location. There are conversations about official licensing with the town’s different skilled sports activities groups. DiNucci is assured within the model’s potential to occupy a novel area on the intersection of streetwear and sports activities.
“The fact there is a Cowboys player at the forefront of this [brand] shifted the whole aspect of this thing,” he says. “The guys on my team, rallying behind it, has taken it to another level that some of these brands are not able to do because the Cowboys have such a pull down here.”
Valued at $5.7 billion, America’s crew is the best valued sports activities franchise on the planet. But Truong and DiNucci have plans to develop their model by means of different large-scale partnerships. Two on their listing of potential collaborations are 7/11 and Wingstop, world manufacturers based in North Texas.
Think native, go world is the model’s ethos. “Let’s go back to the city. Let’s go back to the roots. Let’s show people these businesses and these companies are all from here. Let’s do some crazy collaboration to show what Dallas is all about,” says Truong.
In Dallas, the hats can be found to buy from Daily TX. The streetwear model and hat firm is open to the concept of pop-ups in the course of the summer time and welcomes suggestions from clients. All you need to do is slide within the DMs.
Taylor Crumpton is the web arts editor for FrontRow, D Magazine’s arts and leisure weblog. She is a proud Dallasite…