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Meet Cheek The Profit of You Live And You Learn Clothing in DTLA

Today we’d like to introduce you to Cheek The Profit.

Thanks for sharing your story with us Cheek The Profit. So, let’s start at the beginning and we can move on from there.
Hip-hop artist and business owner from Trenton, New Jersey based in LA. I started emceeing at the age of eight, as music has been a part of my existence from birth. My father was an 80’s beat dancer and a hip-hop historian and I always have been inspired by the greats who pioneered the game to what it is today. Early on in my career, I was apart of multiple local rap groups in Trenton, NJ. While in college, my father was incarcerated and I had to find ways take my hustle to another level. I wrote him while he was in prison and told him my goal of starting my own brand called “You Live and You Learn Clothing.” Within a week I received a letter from him with the initial rough draft of my companies Logo. Since then I have been creating music and designing my business to sustain the legacy that I was raised on.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
There’s no such thing as a smooth sail in this journey, but persistence will get us to our destination in no time. Two withdraws from college and 5 1/2 years later, I was able to obtain my bachelor’s degree in Psychology in 2015. My father was also released from Prison that year, and the year Live and Learn LLC was founded. To start our business we bought our first heat press machine and vinyl cutter and began shirt production in my business partner, Akeem Pridgen’s basement. For the next year, we was able to establish ourselves as a hot new local brand at Delaware State University. We also put our printing equipment to use by fulfilling orders from small organizations on our local college campus. We had no mentor advice or investments but we learned how to print and operate through our own trial and error. In 2016, I dropped my debut Soundcloud mixtape #CHEEKSEASON and moved to Los Angeles, CA and my business partner moved to Minneapolis, MN. After three years of canvassing, Live and Learn LLC became a legal entity I’m 2018 and I’m wrapping up my debut studio album #TheProfitStrikesBack for a Fall 2019 release. All is well!

Please tell us about You Live And You Learn Clothing.
Live And Learn LLC, dba You Live And You Learn Clothing is a lifestyle fashion brand. We believe no matter where your geographical backgrounds says you’re from or your ethnicity we have all been through life-changing experiences. Some more positive or negative than others, but what did you learn from it. What can you apply today that you didn’t know before yesterday’s experience. We believe if each person takes on the challenge to Live And Learn, this world will become a more harmonious place. “You can never LIVE until you LEARN from your experiences, and you can never LEARN if you never LIVED through those experiences.” Our brand specializes in urban streetwear for Men, Women, and Children.

By Fall of 2019, we will be rolling out our fitness and business casual collections. I’m so proud to see our business flourish from a small sweatshop in Delaware to having strong presence in LA, Orange County, Minneapolis, And New Jersey. Our brand has been featured in fashion shows in LA and we recently served as vendors at SoundSet Festival in Minnesota. I feel like our brand is unique from the logo down to the people who run it. We come from a place of dysfunction, lost hope, and resentment. We personally use our brand to motivate our family and all like-minded individuals who are tired of the status Quo. We all have been through trails but how are we making ourselves and our community better. As an artist, I take pride in embodying the substance behind our brand into the content of the music I produce. We all can relate to the term “You Live And You Learn.”

If you had to go back in time and start over, would you have done anything differently?
I wouldn’t change a thing. My only advice to my younger self is to stay hungry. YOU’RE THE TRUTH. You gotta believe in yourself even when no one else does.


  • “Namesake” Bold Print Tees – $29.99
  • YL2 “Logo” Dad Hats – $29.99

Contact Info:

Image Credit:
Max Alldread (@malldread); Akeem Pridgen (@designedbykeem

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