Former USC football player L Simpson launched his exclusive clothing brand Take No L’s in partnership with Shiekh, a trendy street and footwear store, on Thursday. Simpson’s brand consists of streetwear-style clothing such as hoodies, t-shirts, beanies, and sweatpants representing the Take No L’s brand.
L Simpson is currently a senior studying communications at Annenberg. Simpson formerly played basketball for Loyola Marymount before playing for USC’s football team as a cornerback, experimenting with his Take No L’s brand throughout his sports career.
“This has been something in the works for about three years,” Simpson said. “Out of nowhere, I get a text saying, ‘Hey, for your event, we’re building a Shiekh at your school,’ all part of God’s plan and God’s timing.”
Simpson always had an aspiration for creating his own clothing brand focused towards streetwear, and basketball, paying homage to late basketball legend Kobe Bryant, “I’ve never lost. But every time I lose. L means a lesson.”
The launch event was held from 3 p.m. - 6 p.m. and included a DJ, a dance performance and free Insomnia Cookies. USC students along with Simpson’s close friends were in attendance at the event. Simpson himself greeted customers in his section as they explored the store.
“I played football with L so he reached out and was like, ‘Yo, I’m gonna be in the village,’” Grant Zane, a close friend of Simpson, said. “[Simpson] used to pass his [clothes] out to other teammates in the locker room. Now it’s evolved, now he’s in the village.”
The Take No L’s collection is available exclusively at Shiekh at the USC Village with prices ranging from $40 to $100 in a wide variety of colors. The collection emphasizes casual and comfortable wear featuring high-quality materials with the slogan “Take No L’s” in graffiti-style text plastered across the pieces.
“I do like the style. Probably not for my generation. You know, 50, 60 year-olds,” Danielle Jacquies, a USC parent visiting for parent’s weekend, said. “I like the colors and the styles that he’s got going on”
As a work in progress for 3 years, Simpson owes his success to his friends and family who have been supporting his dreams as he grew up.
“[I have] always loved fashion and clothes,” he said. “I love other brands, but I wanted to have my own brand, rep for myself,” he said. “[Shiekh] is the store that I grew up shopping at. This is a full circle moment.”