HOW DETH STARTED
Jordyn Weekly created Don’t Eat the Homies by accident. During mid April in 2018, she came up with the phrase (that she’d later name her company after) inspired by her passion to spread vegan awareness. She hurried onto a “print on demand” site and created a design using the now iconic words, “Don’t Eat the Homies”. The design featured five animals - a cow, chicken, fish, pig, and horse – those who have been exploited, tortured, and commoditized the most within the commercial animal agriculture industry. Little did she know at the time, this was the first night and real beginning of the company that has since grown into the largest vegan streetwear brand today.
In a true grassroots fashion, Jordyn and her friends wore their hoodies around LA advocating for veganism within their communities and through the social scenes of Santa Monica and Venice. Over time, more and more people started asking for hoodies and tees. Due to the demand, an instagram and website were made out of necessity.
“It wasn’t until we started running ads that I truly realized the potential of the brand. I never imagined there were so many people who thought the way I did” Jordyn explained. Through running facebook ads, it was clear that there was not only a real demand for the clothing, but a shared passion that could be expressed through each garment.
Fashion is an extension of self and with the exponential rise of streetwear since the 90’s, it makes sense that the clothing we wear should be a reflection of our own values. DETH has really resonated with those already living a vegan lifestyle, but as the brand continues to grow, the goal is to introduce veganism to mainstream audiences to incentivize the growth of the movement. More and more are realizing that veganism is not a fad, trend, or for the hippy extremists of the world, but rather – a clear path and look into our collective future.
Compassion never goes out of style and repping a brand that is rooted in this sentiment is timeless. DETH is for anyone who respects the vegan movement as a whole. We are here to spread the message, donate, and do our part to teach peace. In reality, we are just a small scale streetwear brand and wouldn’t dare claim that we are “changing the world”… However, we will continue to dedicate our time to growing a company that has already proven to make a difference for the movement. If we all do our part, we can pave the way for future generations. The world will not be vegan overnight - but it will get there, we just need to continue fighting.