In 2009, business partners, the founder of Damascus, Nate Khouli and Josh Lyon, made the benighted decision with no experience or background, to unknowingly propel those head first into one of the most saturated and emulous markets in busines apparel. They expressed their creativity by designing T-shirts for their friends, family and people around San Diego.
They get their inspiration from everyday life; they focus on what is thrown in front of them that many others fail to see. Hip and urban phrases, like “live now, die never,” and “It’s nice to like,” or “rage harder,” song lyrics, and random pictures of women are just the beginning of how Damascus finds inspiration in an urban city with so much to offer.
Their line for the end of this year was all around 80s and video games. That’s why they made the Japanese letters that stand for “Live Now, Die Never.” They wanted their shirt to be a Sega Genesis start screen before the game begins. Most importantly, this line celebrates their primed accession to the Men’s Apparel industry.
