In an almost cinematic scenario, Kaejon Misuraca (20), sat bored in his physical geography class, trying to think of a name for his start-up street wear clothing company based out of Toronto. He glanced down at his textbook which read, “Dangerous Earth”. ‘Dangerous’ he thought – that’s it.
Kaejon had an interesting start in the world of street wear fashion. He grew up in Stratford, Ontario, being the youngest of a family of five. Throughout his childhood, he noticed that his foster siblings would come home in tears because they got teased at school for how they dressed and what brands they wore. Incited by the incident, Kaejon was inspired to help make a change to this largely overlooked problem. It was essential that the clothing be comparable in quality to other top street wear brands, but more importantly be affordable.
Dangerous began to grow its roots while Kaejon was enrolled as full-time student at Humber College. Aside from outsourcing photography and accounting, Kaejon remains the sole employee. Virtually everything is done by him. Most importantly in maintaining the ethical standards of the brand, all the printing is done locally, in Toronto.
Having only launched in May 2016, Dangerous garnered over 15k followers on Instagram.
A fundamental key to Kaejon’s success has been to take customer feedback very seriously. In addition, he strives hard to achieve diversity through his sizing charts, unisex nature of the clothing, and variation in models. In fact, Dangerous models vary in not only ethnicity, but also in age. In comparison, most fast fashion brands, are concerned with keeping their models young and relevant.
Dangerous is not afraid to show the versatility and the agelessness of street wear clothing.
The definition of the word dangerous is “able or likely to cause harm or injury” and yet the brand itself does not depict that. Dangerous is not about breaking the rules and being reckless, but about stepping outside of your comfort zone and taking a risk no matter how big or small.
Kaejon affirmed that greatest compliment he received was when a customer referred to his work as “simple yet bold,” which is exactly what he strives to achieve. What he emphasized was that it’s not about the clothing being super risky or crazy, but rather the feeling and the confidence you get while wearing it. Dangerous isn’t telling you what risks to take in life, it’s just telling you to take the risk.
It doesn’t matter who you are, where you’re from or what you look like. While you are wearing Dangerous you are wearing more than just the brand, you’re wearing a symbol.
What is refreshing about Dangerous is that it’s tied to message and not a specific activity or sport. You don’t need other people to validate you or initiate you into the world of Dangerous; you initiate yourself by agreeing to take a risk.
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