LA Brand's Success with Non-Clothing Products — Full Breakdown & Transcript

[00:01] one of the strongest businesses in the streetwear space. But here's the catch. selling clothes like every other brand. Instead, he's built his brand around an entirely different product that most people overlook. This is Blazee, founder

[00:15] and owner of Nothing Personal, a brand that's turned everyday home goods, collectibles, and lifestyle products into a cash printing machine. Instead of he's selling lighters, rugs, laundry

[00:28] bags, and this freaky ass ashtray. So, the real question is, how profitable are these products? How is he making them? What does it cost for him to make one of these? And what is he selling it for? In this episode, we flew all the way to Los

[00:40] Angeles to get you guys the inside look. I asked him as many federal questions as going to answer, but this is Behind the Brand with Super LA. Let's get into the Brand with Super LA. Let's get into the video.

[00:53] >> Good to see you, bro. Where are we at? >> Hey, man. We at the sandbox. We at the sandbox, man. This is where all the magic happens. sandbox? >> Well, sandbox is a is a place for kids

[01:06] sand castles here. >> Did you get a haircut yesterday for >> Yeah, it's a fresh cut, bro. >> Can you give us a tour when we walk in? I want to see some of this stuff.

[01:18] me kind of break you down on what we have right here. You know, I came up of like how I got into the game, just being a graphic designer. There's no uh record There's no award ceremony for

[01:31] guys like us. So, I went ahead and printed out my favorite, maybe like 70 projects that we've been a part of. Everything from Velo and Juice WRLD to uh Jordan and Christopher Knights. We got ProClub. We got Eminem. We got a

[01:46] Wakisha. We got Lacoste. >> This is essentially like your plaque >> Exactly. >> Which one went triple platinum on here? >> Which one went triple platinum? Well, it would be Lil Wayne's Carter uh 6

[01:59] >> Damn. So, you designed that? >> Yeah. Yeah, so this is when I was Sherman shout out to Mike Sherman Sherman, he gave me an opportunity. He out with an album. They hit us up to make some pieces and uh" Off of that,

[02:15] off of this one, it became one of his best sellers for the album. work? You just get paid a flat weekly? >> Yeah. Yeah. >> Well, that's the thing, right? Like it's it's never said. I don't think the

[02:28] brands ever like disclose that with the designers, but they want you there busy, output is like a graphic a day. >> Was it like a 9:00 to 5:00? You show up >> Yeah. 10:00 to 6:00, but it was fun, you know? I was there for around 9 months.

[02:42] >> Can you disclose roughly is it more than a teacher salary, under teacher salary? >> I don't know. You In Atlanta, they get starting like 40, 50. were passing that being high off our ass, making uh

[02:56] >> Was it more than like a doctor salary? Like or a consultant? Like consultant >> Okay, no. We were I wasn't making 70k at at that moment. How does that work? Do they pay up front per design? Do they give you a revenue

[03:10] >> Yeah, I think for graphic designers, it's rare for you to get the respect to with you, it's a bunch of peekaboo games. It's way cleaner if we do flat rate, you know? A lot of these projects, they range between 300 bucks to 2,000

[03:25] 2,000? >> Really the network, you know what I'm saying? Like let's say my cousin's best friend from high school. Like, "Yo, can whatever you want to offer. Now, if you have UMG or some of these huge license

[03:40] whoop them cuz they're going to have this [ __ ] at the mall. They're going to hit their five, six figure mark on the most of these designs. >> you're like Robin Hood. You don't tax the poor, but you you you whack the

[03:53] >> Exactly. Yes way. Yes way. >> Can you give us the rest of the tour? >> We'll start with down here. And this is the warehouse suite right our stuff. You know, we keep our stock. It's a little difficult sometimes to

[04:08] just because they're so huge. You know, for a t-shirt, well, you could cram like 60 shirts in some of these boxes. You know, for something like Ash on Me know what I'm saying? You can only put like 24 in each box. You got to have

[04:22] dude, huh? >> Well, I'm a little freaky, but most importantly, I smoke weed, right? And one thing that I recognized there's no just putting their logo on the bottom. So, me, this all comes from being a

[04:36] consumer, all being a connoisseur. I love stuff like this at my crib. I can't tongue out. >> also >> No. No. No. But but but we are on packaging. We love telling a story. And

[04:50] from telling a story. You know what I mean? If if it's in there, we finna tell >> story is this telling? >> This is telling the great story of Ash take out. >> Ash on Me Ashli? Is that from a personal

[05:03] a girl named Ashley? >> No, it's definitely based on my ex for >> Is your ex's name Ashley, too? >> No. No. I I couldn't give her all that. We made Ash on Me Ashli. And originally at at the time it's our second product

[05:18] we ever developed. And yes, all these require custom but the best thing is like in the context of telling a story like this wouldn't have gone on as crazy You know what I'm saying? We're selling stuff to our cousin and that's it. No

[05:32] when it's a product whenever you whenever you're able to be with your homies and ash it together. You know what I'm saying? That's where all the experience and moments come from. I want to sell an experience. And even if it

[05:45] does come from a hentai school girl diffusing your your joint, so be it. You >> boys take turns diffusing their ash on their tongue. Sometimes they'll be chopped off without a tongue. Like, people would tag me on

[05:58] a tongue. I'm like, "Where What happened to this tongue?" I'm not even kidding. you explain that process to somebody that doesn't understand? Like, what is a you know, we use screens, right? That's kind of your reference on how this thing

[06:13] for a mold. So, for a mold, when you're dealing with materials like polyresin, they're going to inject the material into the mold you create. Those are the thousands of dollars. >> So, how much was the mold for this?

[06:27] say this is like 2,500. >> You're not even manufacturing it, just >> Yeah. Yeah. >> how much does it cost for each one? >> And that's the best part, right? That's where you hear all this like these fairy

[06:40] tales about China. That's where the prices start coming to play. This is >> Wow. >> For this, like, if you have the mold, it? >> Yeah, they do. So, it works out for

[06:54] product, actually. And this is another thing, too, is like packaging, right? >> Shoe box, right? We had to make it ourselves, man. >> like a D-boy shoe box, the big ticket. >> Exactly. Exactly. So, when it comes to

[07:09] is like when we're shopping at Louis Vuitton, when we're shopping at Hermes, whether you go once a year, once a month, once in a lifetime, for some reason we save the box. We save the packaging, at least poor people do.

[07:23] Like, us poor folks do. Like, we save the box. We try to make sense of what should go inside the box. We feel a shame throwing it away. That's the same they're dealing with our packages. I don't want anyone to throw it away. I

[07:36] companies are throwing shoes in a shoe box. Us at Nothing Personal, we wanted to really tell a story and show people what's possible by bringing a million dollars to their crib

[07:50] >> in a shoe box. >> Yes. Million dollars in a shoe box that is now your piggy bank. This is the million stack, the big ticket. So, something like this we ran 3-4 years ago. And yeah, we made the custom mold

[08:03] with them. 2026 knocking on their door like, "Hey, can we make some more?" Hey, going to be low cuz you don't got this crazy mold you got to deal with. Just pay us per piece and let's move forward. >> Wow, that's that's like crazy. That's

[08:16] >> You know, investing in your molds it it'll take you a long way for sure. grand. >> And how did you find these factories? >> So, that's the best part. Let's go upstairs and explain that real quick.

[08:30] guys so much [ __ ] free game right here. This is crazy. They should buy the a paywall right here. You got to start paying $49.99 to get past this part of >> Yeah, this guy is not holding back today. He's giving you the whole [ __ ]

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[09:54] >> on? How's it going? >> Eric. He's been working with Nothing Personal now for 5 years. His whole job when he came in was to help me create this world, help me find these products to develop. So, that's pretty much what

[10:08] >> Yes. >> And what what is the secret to finding the factories? Alibaba? What do you do? >> A bit of everything, but yeah, yeah, Alibaba is one of it. But, it all comes from like creating these relationships

[10:21] with the vendors. The most important part of like the connections we have, we could bend their arm and they'll find a way to do it for us. None of us really went to college, you know, we're all from Sandbox University, yeah, so.

[10:34] like make sense. >> What's the biggest mistake that you've >> I for sure have had one. >> I have a funny story. Never order because they [ __ ] melt and you will be surprised when all 500 of your

[10:49] >> So, what do you do then? You can't go back to the factory, right? your website. Hey, I want [ __ ] up I also want to harp on what you were saying about the manufacturing. Like, a

[11:01] lot of stuff does get discouraging. What me and Chris have developed these last few years is quite literally an address book, a phone book, a yellow pages of y'all ever want to get some stuff made, you know, y'all know who to contact.

[11:15] >> Uh, it's cheaper than you think, you know what I'm saying? Y'all could DM us, favorite one? >> This was probably one of my favorites, though. This is the Bank Bob Big Bands piggy bank. We all grew up with this

[11:28] piggy bank. We all grew up with this iconic SpongeBob image burned in our minds. During COVID, I was going through the border, the Mexican border, uh San Ysidro, and I was looking at all these uh piggy banks that they had. They

[11:40] presidents. And I'm like, "You know what? How good I want to look for a SpongeBob one." This [ __ ] this was a huge risk. We bought 1,000 pieces, and this was also our first product sold out, you know what I'm saying? So, I'm

[11:53] stuff like this? >> So, that's the thing, right? Well, let assume the minimums are? >> I I feel like the minimums would be low. is on the mold fee. So, I feel like the minimums is probably starts at like 300.

[12:07] >> Yeah, you're not you're not uh wrong. A lot of people assume it's like three, 5,000 pieces yeah uh just cuz these Alibaba page will that's like what they show on the on the front line like, "Yo, we need three, five thousand minimums."

[12:20] yeah, three to 500. >> you're still paying the 3,500 to 5,000 cost of the 300. >> 100%. This stuff still ends up cheaper

[12:32] it for more, you're able to tell a bigger story, and you're able to feel what I mean? >> And this lasts longer. I feel like a shirt, you know, you might wear it for two months, three months, maybe if you

[12:45] to be sitting in your room for >> as long as you want. any of them, but I the one thing I did keep is the stuff that you gifted me cuz >> Exactly. Thank you. >> the the wall like

[12:59] my favorite products just cuz of the wanted to make a dope laundry bag cuz I feel like there was none. You could only get a unbranded one maybe on Amazon, maybe maybe, you know, girls have always

[13:12] have some cool ones. You'll find one with hamsters, maybe some some squiggle lines, but we wanted to come a little different. We wanted to come XL. And to be honest with you, it's probably like I think this This got more use and

[13:27] I'm really proud of this one right here. >> And this one, do you need to do a mold >> It's more like making clothes. This is uh this is no molds, you know? When there's products like this, like the Super Stash Bros Stash Box, this

[13:40] >> Mhm, why? The top and the bottom? >> Yes. Yeah, so you would think like bro, talking back and forth with your manufacturer on why this needs to be one

[13:52] mold, but you got to bite the bullet sometimes, but don't ever let that get get to make dope stuff like this. >> crazy? This is actually sitting in Sam's that there's a QP in there. >> I [laughter] [ __ ] love that, man.

[14:05] you're watching this video, make sure you check this specific item in his mad loud. Which one of these products was the most profitable? >> The most profitable product, that's a great question. Well, I think it might

[14:19] Chris? >> Probably actually. >> Yeah. >> Yeah, I think this one had the craziest sellout. We had we sold like 800 in one

[14:31] >> Wow. >> Yes, bro. And I'll be telling them like >> No. >> Okay, that's not that big. chick, right? I mean that might be the one we marry, but uh yeah, this is La

[14:48] >> La Tortita is crazy, bro. >> I made her just because I'm well, I'm making all these like freak bomb, these sexy ashtrays, well, I got to tone it make a uh >> Big girls need love, too.

[15:00] to get asked on as well, man. So, we put her on a on a platito, you know what I >> A good little taco plate. >> And you can enjoy that at your house, >> Dude, if I wasn't married and had kids, I would be [ __ ] having this in my

[15:14] >> Yeah, right. Yeah, I'm not sure if this is like stuff for like a married man. >> But you know, for the bachelors, like Sam and I, we going to rock all that at she walks into the room and she sees this with the [ __ ] lit up blunt?

[15:27] >> The real question is what is Sam's mom tripping on harder? what >> I think I think she would rather prefer Yeah, I think she's more of an extendo tongue kind of mom.

[15:39] these products really. >> [laughter] mom's hearts with some products like this is one thing. So we made a Jesus piece night light so Jesus could always stay with you and uh you'd be surprised

[15:52] like all my aunts have one all my tias all my mom like all her friends want one, you know? I think great products just communicate throughout generations, old you are. >> Can you give me a I'm going to get

[16:04] ashtrays? >> Uh I'm going to say >> Wow. >> Yeah, we'll we'll leave it at that but >> That's insane. >> Nobody wants to wait six to nine months

[16:17] to make something. People, you know, get me the mock up we're throwing this on tomorrow. But the truth is with a little more patience you're going to guarantee to be able to offer something new to the table something they could flip and move

[16:31] >> Delayed gratification essentially. What made you want to start doing this cuz tattoo on you you were making t-shirts. What made you transition into this? being a connoisseur. You go to my house you're going to see a lot of this [ __ ]

[16:44] just sit there. You ever at home Eric you're like man we I need to put >> Yeah. >> So I'll start googling in in in instances like that like okay like I want a wall clock. Let me see if I can

[16:57] >> [laughter] >> girl with a big ass tongue that doesn't >> Hey man, that we had that moment. It all stems from that it all stems from being this stuff for my own home. When you can't find it well that should just make

[17:11] you more interested and pursue the product. Everything here is something might as well make it. >> Yeah. And then what is the speaker? Is >> Yeah, so this is also one of our more popular products as well.

[17:23] >> So how does it work? Is you >> So you would put an incense cone right good smoke. >> Yeah, and that was one thing too we had to figure out. I What do you call like

[17:35] the science of wind? Is that like Okay, well, like we had to learn how like wind >> many iterations of this did you do before it actually worked? >> asked that because Yeah, a lot of these products they do require multiple

[17:48] iterations. I want to show y'all one. So this was something that we dropped two weeks ago. We were able to sell sell out of these in two hours. >> What is this? >> This is Don Flores. This is our local,

[18:01] our favorite flower vendor. And we wanted to make a statue out of him. So okay, like what would be a cool flower pot? Oh, well, Señor with some flowers and you know, like how we see on the street. And when I was creating it, you

[18:14] just have him sitting on a bucket with a smaller bowl. Well, you start looking at flowers in this. So you start making a bigger bowl and and then it gets to he's sitting on a ice chest. And from there >> this is a flower pot.

[18:28] >> That's [ __ ] tough. the flower district. People were loving this. And like yeah, a lot of these things do take iterations and that's where the time gets a little longer.

[18:41] to 2 years. >> And for this, are you having to buy a you end up not using? >> Often times than not, a lot of these with no mold. >> Oh, so they make you a sample with no

[18:55] you have to get the mold. >> Yes. Yeah. A no mold sample, you're >> Yes. Yeah. A no mold sample, you're looking at like $800 to $1,000 to start so worth it to be honest with you. >> What's over here?

[19:07] >> So we do Biggest Rose podcast every Thursday. So this is essentially a little podcast room. This This is a cool space where we're able to run content in every single room, man. So, we we do our podcast here every Thursday. We talk

[19:20] [ __ ] and uh you know, this it's a it's a fun room to be in. We got some original artwork, you know. We got some good [ __ ] on the walls and we >> Do you think as clothing brands, you think it's important to do content to

[19:32] your idea behind that? >> 100%. I think a lot of designers in 2026 are a little bit bashful. For some reason, there's this relationship of being a designer and not popping your [ __ ] They think it's like distasteful

[19:46] when it's like you don't have to put nobody down. You don't have to say you're the biggest guy in the world. But what you could do is empower kids that were in your position to do this themselves. And when I was coming up 10

[19:59] years ago, you know, I'm from Southeast LA. There was We didn't have Destodubs to look at and be like we could do it ourselves. So, I promised myself once I ever get to a point of success, I'm going to show my community how to do it.

[20:12] So, that's why I'm big on speaking. That's why I'm big on just telling my story because there's someone out there who's probably working a shitty job like figuring it out and they just don't have the proper mentors, the proper game

[20:26] available for them. So, if we're able to offer that, I think that's what life is all about, you know, making the world just 1% better than what you got it at. >> If you could boil down all of the advice to one thing, right? What's that one

[20:38] >> My one advice is immortality. So, what I mean by that is everything around us was quite literally man-made. Most of these people have passed away and their creations have lived beyond them. The truth is, if I pass away, a lot of these

[20:51] products are quite literally still going to be on people's shelves, still be on marketplaces, still be in people's closets because they're pieces of me, you know, they're memorance. And I think that will get you immortality.

[21:04] >> Be immortality. >> Immortality, yeah. If being a immortal. that's why I'm finding these products, you know, as as corny as a girl sticking feel, well, it's going to last longer than my physical body.

[21:19] this point? >> No. No, because I had no examples, unfortunately. You know what I'm saying? And as I was earning my my rank and and meeting all types of heads, you start meeting the George Olivers. You start

[21:32] meeting the Unathletic, the Parker absentees. You know, you you start under younger dogs, there's people my age who are doing what I'm doing. Why am I missing out on this opportunity? Like uh that's one of the things that was very

[21:46] hard to imagine, but now that I'm here, you know, I'm proud and I want to show everybody like, yo, if my dumb ass could do it, you can do it yourself 100%. A lot of these ideas are short-sighted. They they take 2 seconds to think of

[21:59] it's those aha moments. Like, oh, make those an ashtray. It it's not rocket doing the new iPhone, but what we're doing is is selling a product and giving doing. That's what I want to do.

[22:12] I think a lot of people have these ideas, but they get discouraged by the long process that entails afterwards. Where did you find the consistency, the >> So, to be honest with you, it was from the homie Colorful Mula. So, when I was

[22:25] starting off, shout out to Cass Colorful Mula at Glo Gang, which is the goat. You He uh well, I asked him like, bro, how are you guys able to drop product to product every single month? And he said, well,

[22:37] it's simple. We just put a lot into the machine, and yeah, these things take 6-9 to look forward every single week if you play it correctly. And when I heard moon, and I started working on like 10-12 products at a time. You got a lot

[22:52] items, so you might as well make it productive and think of things along the way. Uh for the most part, there's a lot of money in the air. It's really difficult to do these on a pre-order basis. I wouldn't suggest anyone to make

[23:05] a sample, then promote it, then sell it 6 months later. It's going to be dead by then. Like, you got to be ready, and you also got to be careful. It's not easy. that >> missed

[23:17] >> that missed. We're searching. We're We're always trying to re-experience what we're all about. >> And how did you learn the concept of of kids now, they see the pre-order method, "Oh, I can make 100k

[23:32] put the money in the air and wait? Cuz like all of these, essentially, you're putting up money for the production, and you're not seeing that money back for 6 to 8 months. How are you like How did you learn that skill and that

[23:46] >> Well, you learn it the hard way, but on a literal level, well, I started associating myself with Runtz. Runtz gang. They're They're great bosses over there. Nick, Ray Bama, Young LB, they taught me

[24:00] first hand on how to do this properly, and they showed me like, "Yo, it takes to see that anywhere than the weed market." Prior to that, I was just graphic designer, but those folks really taught me like, "Yo, you're going to

[24:12] and sometimes you're going to have to front that money before you can even post it. I'm the only one that could pay myself, so I got to put myself in the in the driver's seat, and you just gather your information. I crowdsource a lot of

[24:25] friends coming in, I'm getting their feedback on new sample. I'm always gathering feedback, and I'm seeing what people's rebuttals are, and I'm trying to answer them properly, but it's not easy to invest all this money and to

[24:37] have it hanging out in the air, but to be honest with you, it's the best way to myself. Yeah, you could spend five bands on a watch, well, you could also spend to that. >> I love that. I hope you guys learned

[24:50] support? >> So, you could find me my my personal Instagram, where I showcase all my products, all my creations, my my my thought process at Blazys. It's b l a z z y s. You follow the brand at nothing

[25:04] personal shop on Instagram. Check us out on that nothing personal shop.com. And if you want to make products just like this, I tell all my clients a lot of this [ __ ] is cheaper than t-shirts. Don't think that t-shirts is the end-all

[25:17] be-all to your idea, to your communication skills. Hit us up, man. the right price. Hit us up at kissourcing. sign for you to stop selling t-shirts, stop making shirts, stop buying blanks

[25:30] [ __ ] that no one else has seen before. >> Yo, Superline might have to start >> We're We're going to see an ashtray factory get made in Atlanta any day. this video. This is Behind the Brand with Superline. You know we stay giving

[25:44] with Superline. You know we stay giving y'all free game.