So Seriouz Apparel

So Seriouz Apparel is more than a clothing brand—it’s a movement built on purpose, creativity, resilience, and self-expression.

Founded in 2019 as a division of So Seriouz Brand & Company LLC, our mission is to create apparel that inspires people to embrace their individuality and pursue excellence through the meaning of SERIOUZNESS. Every design begins with an idea, a story, or a life lesson before it ever becomes a graphic on a shirt. We don’t chase trends—we create pieces that carry purpose.

Our founder, Michael Damont Jones, built this brand from a lifelong passion for creativity. As a choreographer, designer, creative director, entrepreneur, and artist living with Autism and Nonverbal Learning Disorder (NVLD), he transformed personal challenges into fuel for innovation. What started as a vision to inspire others through art has grown into a creative ecosystem dedicated to empowering people through fashion, dance, design, and storytelling.

At the heart of everything we create is the philosophy of SERIOUZNESS.

SERIOUZNESS isn’t about being serious all the time. It’s about showing up with intention. It’s believing in your purpose, honoring your craft, embracing your creativity, and continuing to rise through every setback. It’s the mindset that pushes you to become the best version of yourself while encouraging others to do the same.

Every collection represents a different chapter of that philosophy. Whether it’s transformation, authenticity, confidence, resilience, or creative freedom, each design is meant to become part of your own story.

Welcome to the House of SERIOUZNESS—where creativity meets purpose, originality becomes legacy, and every piece is designed to remind you of one question:

How SERIOUZ Are You?