From Hype Beast Radio, I'm Jeff Staples, and this is the business of hype, a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

There are very few people who have the ability to carry an entire city on their back.

Every city has that select, unique person, right?

If you're in Toronto, you know Drake reigns supreme.

If you're in Houston, you can't do anything without the permission of Bunby.

And if you're trying to make it in Tokyo, good luck without the blessing of Hiroshi Fujiwara.

So now let's talk about Chicago.

The great thing about Chicago is that it has so many amazing people in it who have attributed massive amounts to the greater culture.

The superstar names, we all know.

But there's a lesser-known unsung hero from the shy

that holds it down equally well for all the people.

In fact, very uniquely so, I'd argue that there's no one pushing it forward like this man here.

But you know what the reality is?

This isn't really a story about Chicago.

It's about representation.

It's about hustle.

It's about taking nothing and creating something truly amazing out of it.

So get ready as we hear a story about someone who grew up on the west side

to then becoming the face for all of

Chicago street culture. And you probably want to check your calendar soon because one of his

pop-up shops is probably coming to a city near you. So everyone, welcome to the business of

hype, Mr. Joe Fresh Goods.

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