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The founder.

Meet Dominic Reed, The Founder of Greatness Apparel. Dominic is father of 3, currently serving in the U.S. Navy. He started this brand in 2022 in San Diego, California.

"I know how it feels to have a broken dream….and to not believe in yourself anymore. My dream since I was as a kid was to play professional football. I was extremely talented but I got injured multiple times and eventually talked myself out of it. After that, I wanted to follow my love for music and become musician. Again, I think I gave up too easily not even giving myself a chance. I regret giving up on my passions when any sign of adversity came into play.

That’s what I hope to change with this brand. To re-instill that confidence and create a community of born again dream-chasers. This brand is a non-negotiable agreement I made with myself to stay committed to helping others accomplish their dreams and become the greatest version of themselves. And to never let myself give up again. No matter what. This is only the beginning."

"NO MATTER WHAT."

It's the mindset we have cultivated and engrained into the DNA at Greatness Apparel. It's a simple yet powerful phrase we believe one needs in order to be Great.To be "Great" at anything isn't easy. It's a long and lonely journey full of failure, pain, and struggle. Many people choose to give up when things get hard. We want to change that. A broken dream can haunt you for a lifetime. And the hard truth is that “no matter what” happens to you, life will surely go on with our without you.We strive to build a community that moves relentlessly in the face of adversity. "No Matter What" is a commitment, an agreement we make with ourselves everyday, in every situation, to chase our dreams fearlessly and to see out our visions regardless of the obstacles that stand in our way. Every garment, every piece of clothing is a reminder of where we are going and to inspire and fuel those who wear them. Our dream is to see you live yours. We exist to empower the Dreamers, Hustlers, & Creators with the confidence they need to execute and pursue their passions at the highest level possible.

THE VISION.

We have the potential to help our community in far more ways beyond the clothing industry. As we continue to grow, we want to be able to provide the resources our people need in order to improve their craft. When the time is right, we want to create facilities that are specifically tailored for the dreamers, hustlers, & creators. Training facilities for athletes, creative studios for artists and photographers, and libraries for students and entrepreneurs. Ultimately we aim serve and provide our community with access to resources they need to achieve greatness.