Inside Look: James Morris of DSE @ Grand
Posted: 8/18/2009

 

Located in Downtown Detroit, DSE was established in May 2008 with the aspiration of communicating an individual's eclectic taste. "I am pretty much a simple guy, but at the same time I like things that are creative. A lot of the commercial brands that I see today and even some of the underground brands; none of them were really speaking to me," says Morris. Capitalizing on his experience as a photographer and owner of Detroit Style Entertainment (since October 2005), Morris focused his creative lens to create Definitive Style Exclusive. Morris channeled his passion for graphics & design into clothing that represented his style.

The curious eye quickly observes the type of style that Mr. Morris is introducing to the Detroit area. Fashions that are not discovered just anywhere; tee shirts, handbags, eyewear, and hats all represent smart & innovative style.  James Morris definitely would not have it any other way. DSE thrives on eclectic & unique blends of product, with the absolute main attraction being the collection of tee shirts creatively portraying historical figures such as Che Guevara, Malcolm X, Nina Simone, and Coleman Young.  This is true style punctuated with social substance.

Morris wants to spark an interest in history that may have been nonexistent or dormant. This is the uniqueness of DSE. "Even if a person wears a suit all the time, he may find a tee shirt that has Support Detroit (one of Morris's personal designs) on it. That customer can say that it 'speaks' to 'me'. It speaks to them and also speaks to the way they feel.  There are a lot of shirts that represent how a person may feel. Maybe a person wants to see more support in Detroit. Maybe a person wants to express adamancy about making sure the ‘67 Riots don't happen again. That is why I created the shirt Detroit Riots 67 The Never Again Tour, basically to represent this is what happened in the past and a reminder to make sure this never happens again," says Morris.  This brand of merchandise is a great conversation starter. Morris does not want his customers to invest in trendy items that arrive & depart with time. No, he wants to see his customers wearing his products years later because it speaks to their own individual style. There must be meaning. There has to be substance. "It is one thing to have a customer purchase your product. However, it is entirely different to have someone buy it and absolutely love it," Morris explains. Morris wants to interject social conscience while keeping fashion stylish, relevant, and meaningful.

Morris's thoughtfulness extends well beyond the range of fashion. He started a fund raising initiative to help his younger brother, diagnosed with dyslexia, with his continuing education in Georgia. Morris wants to be a positive model not only for his brother, but youth in general. He believes positive reinforcement travels a great distance in a child's life. With the election of Barack Obama, Morris hopes people will strive for a better future for themselves  and their children. Speaking of which, he does a wicked impersonation of the President. Invoking President Obama's stop and go cadence, Morris pitches an impromptu speech endorsing a DSE tee shirt layered underneath his blazer. Along with President Obama, Morris would have loved to dress Jimi Hendrix and Aaliyah.  Jurnee Smollett also makes the list because he admires her activism as such a young beautiful woman in Hollywood.

With prices ranging from $20-$34 for a graphic tee shirt, the choices are both affordable and expertly varied. Along with his own designs, DSE also carries 101 Apparel, Exact Science, Mixer Friendly, and O-Skateboards to name a few. Five years into the future, Morris hopes to add a cool sneaker line to his already inventive collection. With a sharp focus on longevity, Morris aspires to have DSE boutiques worldwide. "Look, your limitations are only what you make them," says Morris. James Morris also wants to reach back into the Detroit community and make a positive difference with the youth and create a new state of mind. "I don't expect to save Detroit one million strong, I just hope to make differences in people's lives. Hopefully, they will carry it on through the next generation. Hopefully, that will build and create for a better city." With an eye toward a positive future and demographic that ranges from 10 years old to 75 years old, one would be hard pressed to argue against his success.

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Best regards,
Glen Antoine Palmer
The Gentlemen's Standard
http://gentlemenstandard.blogspot.com/
"Be the rule, never the exception"

Photos by Bobby Johnson
 

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COMMENTS

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