Inspiring Conversations with Chris Swails of FRSH League

Today we’d like to introduce you to Chris Swails.

Hi Chris, thanks for joining us today. We’d love for you to start by introducing yourself.
I started pressing t-shirts because I wanted something original to wear in my music videos. I was tired of repping other people’s brands, I wanted to feel the magic of wearing my own. For years, I focused on learning how to create a quality product. Even though I wasn’t selling anything, my friends never stopped reminding me that my work was good enough to go to market.

Once I felt confident in my process and the quality of my designs, I finally began selling t-shirts and hoodies. We officially incorporated the business in 2021. Looking back, I think about all the challenges my business partner and I have faced. There were so many moments when it would have been easy to walk away. Most people probably would have. But we kept pushing, because we know there’s no shortcut, either you commit or you live with the regret of never trying.

We launched our online store in 2022, and that’s something I’m really proud of. Since then, we’ve been showing up at events across Los Angeles, meeting people who connect with our message. Building relationships never gets old. I love when someone asks about the meaning behind our brand, because when I share our story, I see that same spark in their eyes that I felt the day I made my first t-shirt.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Simply put NO, the journey hasn’t been smooth at all. In fact, I can’t think of a single “easy win.” But if there’s a silver lining, it’s that the challenges we’ve faced have taught me lessons I can now pass on to other business owners so they don’t repeat the same mistakes.

One major lesson: do a trademark search with a professional before you incorporate your business. We did the opposite, we incorporated first and later had to change our business name just to secure a trademark. That cost us time and momentum.

Another ongoing headache has been dealing with the California Franchise Tax Board. Our experience with them has been…let’s just say, difficult. The hard truth: if you incorporate in California, you’re on the hook for $800 a year, no matter what stage your business is in. And if any paperwork is incomplete or filed incorrectly, expect additional fees.

My advice? Find a tax professional you trust early, even before you think you need one. That relationship will save you a lot of stress down the line. After nearly a decade in the game, I’ve made enough mistakes to fill a playbook but I’m always willing to share what I’ve learned to help someone else move smarter.

Alright, so let’s switch gears a bit and talk business. What should we know?
What should we know?
We’re a streetwear clothing company that champions teamwork. The teams that you play for (the people with whom you surround yourself) impact your thoughts, feelings, and ultimately your actions. In other words, we’re a modern twist on the old adage, “You are the company you keep.” This belief birthed our slogan: Life is a team sport. Who you running with?

What do you do, what do you specialize in / what are you known for?
FRSH League is a streetwear apparel company that sells t-shirts, hoodies, and sweatsuits made from cotton and cotton-polyester blends. Our products are branded with our signature screen printed designs. Our purpose is to motivate our franchise players (our customers) to achieve their version of success and to celebrate the culture that inspires us as a company. Inspired by the framework of a sports league, FRSH League is comprised of teams. Each team has its own unique mindset. Team Certified: The apex of self-validation. Team Zero Fux Given: No excuses. No permission. The Home Team: Life is a team sport. Who you runnin’ with? TAKER$: Nothing in life is given.

What sets you apart from others?
Other than literal pro sports franchises to their fans, no major brand is highlighting teamwork as the basis for their product; and definitely not in the streetwear market. Not only are we doing just that, our designs still deliver a style that allows people to express their individual self, like a jersey on a team. Furthermore, we embody the culture in all aspects: the language, the style, the ballers, and of course the music, in addition to signature sports and pop culture moments.

What are you most proud brand wise?
I’m most proud of our brand identity. Our logo and slogan are a reflection of what we believe in, how we carry ourselves, and speak to our originality as culture connoisseurs.

What do you want our readers to know about your brand, offerings, services, etc?
I want your readers to know the WHY of it all, why do we exist? FRSH Leagues exists for the following reasons:

To motivate ambitious people to reach their full potential.
To be a torchbearer for the culture at the intersection of Hip-Hop, sports, and streetwear.
To be a symbol of authenticity.
To antagonize culture vultures.

What’s next?
Our plan moving forward is to really establish ourselves as a major player in the LA streetwear scene, right up there with brands like Undefeated, Stüssy, and Supreme. The long-term dream is to open a storefront in the Fairfax-Melrose district—that area’s always been a hub for the kind of culture we’re tapped into.

I’ve also been thinking a lot about relaunching our website soon. It’s definitely time for a facelift. The current store’s been holding it down, but it could use some love… if I could just find the time to sit down and make it happen.

One of the biggest changes we’ve made recently is shifting the brand to focus more on our art. Both my business partner and I are recording artists—I’m a rapper (Tone G. Flamingo), and he’s a producer (Stoops). So from here on out, we’re blending those worlds more intentionally. That means you’ll start seeing artist-branded pieces as part of the collection, with Tone G. Flamingo as the central identity behind the brand. Think of it like what Nipsey Hussle did with Marathon, same kind of idea. There are two ways into the brand now: through the music, or through the clothes. Either way, it’s all part of the same creative universe we’re building.

Pricing:

• T-shirts start at $30.00
• Hoodies start at $40.00
• Hats start at $30.00

Contact Info:

• Website: https://frshleague.com/
• Instagram: @frsh.league
• Facebook: https://www.facebook.com/frshleague/
• Youtube: https://www.youtube.com/@104Point5
• Other: TikTok @frsh.league

Image Credits
Photography by Bilal Muhammad II