True to Its Core: GHETTO Soul 2007
Written by Yvette N. Coleman

Ghetto Soul was created by Lewis “Ryan” Smith who was born in New York and raised in the paradise of the Virgin Islands. Smith embraces the aesthetic: “Out of chaos, something beautiful is taking shape.” The intention of Ghetto Soul is to symbolize the American Dream of persistence and resilience. The inspiration came about after observing the many hip-hop celebrities who came up from the ghetto, overcoming the many traps and who were able to become success stories in spite of overwhelming odds. The name comes from the idea that mankind can take raw elements and turn them into amazing skyscrapers, the idea that everything grand and lavish had its beginning in a raw form.

Smith points out: “The vision of Ghetto Soul is to celebrate the diamonds and pearls of the ghetto through extraordinary fashion. Hence our theme: A history of legends makes you a star…embrace yourself. Hip hop is celebrated by so many diverse cultures across the globe, and we wanted to create a brand that honors its incredible impact.”

For the spring GS collection focuses on the Asian tattoo art with the use of bright colors, dragon tattoo in glitter metallic, and sparkling rhinestones throughout.

The collection includes hoodies, t-shirts, jeans, and button-up dress shirts.

Their goal for their collection is to appeal to fashion connoisseurs who are selective in wearing styles that exude status, “where money is no object, and luxury is a necessity.”  

They have had great response to their product with notable celebrities Flava Flav, Tyrese, Common and Kat Williams.

What does Smith think about the obvious “urban” connotations?:
Ghetto Soul Jeans Company embraces the term “urban.” I don’t think you can get any more “urban” than (using) “ghetto.” Now, do I think Ghetto Soul will be pigeonholed by this term? My answer is…No!

I think diamonds and pearls will be diamonds and pearls regardless of where you find them. In other words, we believe the styling, quality and product categories covered by a brand determines its crossover appeal and success.

By saying we are “street-wear” or “high fashion” doesn’t necessarily make it so.

The clients’ perception takes precedence.  As optimistic proponents of paradoxical phenomenon, we believe Ghetto Soul can have a broad appeal, while staying true to its core.”  

Look out for Flavor Licious from Ghetto Soul!

Words of wisdom from GHETTO SOUL:
Don’t ever give up on your dream. You cannot direct the wind, but you can adjust the sails.

Retail from $40-$100 for crew neck tees
Jeans from $80-$200.
GHETTO SOUL can be found in urban retailers across the US and through www.ghettosouljeans.com