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Meet Niccolas Jones of #DLROWEHT in Lancaster

Today we’d like to introduce you to Niccolas Jones.

Niccolas, can you briefly walk us through your story – how you started and how you got to where you are today.
A little about my story, I’m a 28-year-old father of an amazing soon to be 11-year-old son. I was born and raised in Dallas, Texas. Oakcliff to be exact. Growing up, I was always big on learning about two subjects; music and history. These were always my favorite subjects because I feel those are two of the main subjects and topics that make the world turn. True facts are if you don’t know your history you don’t know nothing. Music has become one of the biggest teaching tools within the school system and in life. Music has always been something I’ve been passionate about. I started writing at age 12. It’s something that helps ease my mind. It has always put me in a happy place. I started my brand “#DLROWEHT” back in April of 2013. It stands for The World is backward. A lot of people don’t get it when they first read it.

When I break down the meaning and give a lot of examples, I get a lot of “Oooohs” and “Ahhhs” because not many people would think of that. That’s where I came up with the slogan, “Making nonsense make a lot of sense”. It doesn’t take much to understand the world we live in. I base the facts of history and everything that goes on in the world today. Then I put it into what I’m doing with this brand. The fact that so much chaos is going on in this world. Seems like no one else is willing to take the time to pick up where people like Martin Luther King, Malcolm X, and Rosa Parks left off. Do what they did and change the world in their own way to make a difference. It started off with just a couple wristbands being passed out here and there to friends, family, and coworkers. A year or so later it became T-shirt sales. I believe if the good Lord says the same there will be more to come.

Has it been a smooth road?
I’m from Dallas, Texas where there are no such things as smooth roads lol, but in all honesty, it is rare that you hear of a “smooth success story” and you definitely won’t hear one here lol. I can honestly say that it has been a struggle pushing and building my brand, I mean it has not been easy at all from getting shirts made, handling the marketing aspect and networking on my own. I can’t say I’ve done everything on my own I have had good assistance from a couple of T-shirt and apparel businesses that I can’t help but to shout out for bringing my vision to life first one is my good friend, my brother Quinlan Reese a.k.a Busyboy Rep he help bring the one of my many visions to life with my first shirt design and he’s helping me with many others, another good friend my sister Najmah El’amin of Quality Prints she has really helped me bring a lot of my new designs to life and she’s even made a few for herself so I can definitely appreciate that, and last but not least another friend of mine Ms.Charnae Hooper Of SIL Creations she has definitely been a big help on a lot of my newer designs and helping me mix things go a little here and there. My success story is nothing short of original but yet I’m not here to be original; I’m here to be everything they said I couldn’t be, Me!

So let’s switch gears a bit and go into the #DLROWEHT story. Tell us more about the business.
My brand Is called #Dlroweht stands for the world is backward, based on the world we live in today, the name started off as an alias I made for myself it was originally just “Dlroweht” and what I would do is when I post something on Facebook or Twitter such as a quote or something inspirational I would end it with “-Dlroweht” basically being my trademark. What I started off as just an alias I wanted to be so much more, people would start asking “Hey, what is that name you put behind all of your quotes and sayings?” I just replied with it’s the world spelled backward, then they’d ask “Well what does it mean? ” and that’s the fun part lol, having to break down the meaning of the name I went from telling people “It’s a name based on how I look at the world from many different angles and views “to just basically saying “Look at the world we live in…..” and people instantly get the concept.

After a while I started to feel the name needed more to it than what it had “Dlroweht” made it seems too plain and normal I mean given its two words, turned backward combined in to one still seemed too ordinary and boring to me and I felt like that made us strangers rather than the same person if that makes sense lol. I started brainstorming and thinking what does it need to make it stand out more, give more meaning and thought? So what came to mind is that everything that I think about or write about are known as “trending topics” and what do you normally see in the beginning of a trending topic? A “#”, so that’s when I changed it to “#DLROWEHT”. The hashtag brought so much meaning and attention to it to where if people search it on social media or even google it they may find some of my quotes or inspirational insight, so it feels good that my message can be spread throughout the world without me even having to voice it myself or explain it.

The topics I talk about are basically things that affect humanity itself today rather it’s in politics, injustice, racism religion, what’s done on social media or even in your own family, I believe “#DLROWEHT” can touch on any subject and any category. When I thought of the idea to start actually marketing the name I felt like I could really get my message across and also get a bigger following , which it did and now my brand has been a lot of dope local Dallas artists like Melissa “Myduza” Torres , Quincy “Que P” Bradley , Gabrielle “Gawdess Clxvr “Jackson-McGill,Dominique Gonzalez, Jessica Roberts & Mav Traxx, Kia Lieani, Nicole Mariee, Que P, Mav Traxx, Hippie Snooks, and SagittAries and a lot more they have worn my brand in their performances, music videos, radio interviews and other events that they are apart of and it’s an honor for my brand to be in the mix of their greatness. My brand is not just for African-Americans, my brand is not for people who are “Woke”. My brand is for everyone rather you’re Black, White, Spanish, Straight, Gay, Bisexual doesn’t matter my brand is for the world. Promoting equality and unity.

How do you think the industry will change over the next decade?
In the next 5-10 years, I would like to see my brand in more than just Texas, I want to be a helping hand to a better world instead of just another mouth eating from it. I want to hold different events that will show what “#DLROWEHT” is about and maybe inspire others to join and help be that change they wanna see in the world. I don’t want my brand to be the next Nike or Jordan, I would like for my brand to be the first of its own, I would love to see my brand in fashion shows, on radio shows, artists rocking my brand in their music videos.

Contact Info:


Image Credit:
Darius Bradford Of Gfam Productions; Cashmeir Etier of Drkweather Studios

Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

1 Comment

  1. Arhonda Jones

    June 26, 2019 at 5:37 pm

    #PROUDMAMMA
    I am the very proud Mother of Niccolas Jouaughn Jones.
    When Niccolas was born he was unique at first sight as well as Love. We encouraged our children to ask God for direction considering their gifts, Niccolas embraced his, all the while attempting to take of the people in the “backwards world” with him.
    I absolutely Love the energy he gives to his brand, God Bless you son.
    #TWIB

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