If sleep is for suckers then I must be a VERY wise woman! Last night I was preparing until the wee hours of the morning for this feature on an underground fashion line that is based in Atlanta. The brand is Sleep is 4 Suckers, and its built around a clever clothing line which consists of t-shirts, hoodies, and wristbands. The company is headed and ran by a friend of mine, David Shands, and he has created a very appealing concept which has consequently created the underground phrase Sleep is 4 Suckers.
Rewind to Sunday night. I am in my living-room thinking of questions to ask that would give me a better idea of the brand and what it stands for. Rihanna is playing lowly in the background, a Criminal Minds rerun is on tv, and my cat is beside me sleep (what a sucker). By this time my eyes are so heavy and I want to just pass out on my bed, but then I think about the company motto, and I somehow manage to keep going. Fast forward to 8:45am Monday morning when my alarm goes off to remind me of a phone interview I have with the line’s founder, David. Long story short, the interview is rescheduled, and I never fall back asleep. Talk about embracing the motto. *Insert blank stare*. Eventually I meet up with David at his home which also doubles as the Sleep is 4 Sucker’s headquarters. I am so glad I came prepared because everyone in the room seemed to be so focused and on a mission. Drake is playing in the background singing something to the affect of I’m just getting money, tryna take care of me…, and I can’t help but notice the irony of that hustle-driven song being played by a man who always seems to be on his grind and putting in work. It was so fitting for the moment.
The Brand
Sleep is 4 Suckers is a brand first and a clothing line second. Its founder, David Shands, is described as a hard worker, persistent, and above all, a good friend. The idea started in 2010 during a conversation between David and his best friend Brandon Abrahams, and it just took off from there. Their roles are simple. David has a concept, the designers create, and Brandon is in charge of the internet promotions. Its a system that seems to be doing very well because Si4S has its first fashion show later this evening in a chic Buckhead club, and everyone seems to be buzzing about it. In fact, Sleep is 4 Suckers is a movement that’s slowly getting the recognition it deserves. David recalls seeing his t-shirts on people in places like Atlanta, Los Angeles, and even Canada. That’s major for a business who, just a couple of years ago, didn’t exist!
The t-shirts and hoodies have catchy sayings and amazing graphics, but it’s the wristband that David declares is his favorite item because “everytime you looks at your wristband you make a decision.” A decision to waste time and aimlessly go through life, or a decision to temporarily sacrifice comfort in order to acquire the things that you want. It completely makes sense. Although, David has an ultimate goal, he doesn’t know exactly what the next steps will be. “I think my steps are ordered”, he explains to me, which means whatever is meant to be will happen. It’s such a humble goal for someone who is so focused and passionate. No matter what the outcome, I have no doubt that David will be successful in tattooing this way of life into the minds of young professionals. He has already convinced me that sleep is 4 suckers; next is the world!
Founder David Shands
Head of Internet Promotions Brandon Abrahams
