Worldwide Dope, also known as Deesoh East, is an independent music label and creative collective founded by Stafford Griffin Jr., in 2020. The brand/collective has connections to all works of art including fashion design, TV & movie production, and art direction & design. The clothing/merch division specializes in unisex streetwear mainly hats and bottoms but will expand to more pieces soon. The creator also derived the brand name by blending his love of traditional New York hip hop music and his own personal Southern rap culture experiences. The word “Dope” and its origins as original hip hop terminology and its southern roots as a word associated with a more underground movement; WWD takes this dual meaning as being the brand's staple. In a world that prioritizes and glorifies money and drug dealing culture, WWD aims to turn those ideals on their head and create a counterculture that denounces these practices and encourages kids that they can be “dope” and be themselves. This is emphasized in the brand's slogan, “You ain't gotta Be a Dopeman to be Dope man" promoting an image of a clean, sensible hustler mentality. WWD also has brand themes centered in Christianity displayed by it's secondary slogan, "WORLDLY BUT NOT OF THIS WORLD." The first portion of the brand's name connects with the brand's aspirations of small town kids that want more out of life and wanting to inspire them to have a more “Worldwide” sense of self worth and not limiting their dreams and visions. WWD's sensible & hustler brand mentality was sparked by rap artist Nipsey Hussle and his 'All Money In' brand. WWD's focus on duality and balance are reflected in its mostly black & white color palette. The brand takes design inspiration from the likes of Bape & Gucci as well as mainstream rappers and underground fashion gurus such as Pharrell Williams & Dapper Dan; as its designs are very minimalistic yet bold in nature. WWD also draws inspiration from basketball culture and streetball style wear. The design of WWD also aims to inspire as its design takes inspiration from high fashion brands but the brand intends for its pieces to be accessible to all.
Worldwide Dope’s website, www.wwdope.com, acts as both a digital storefront and a brand expression, capturing the label’s philosophy of balanced contrasts. Positioned as an independent music label and fashion brand, WWD appeals to individuals who embody an understated yet bold style. This website successfully mirrors this aesthetic, presenting a streamlined, modern interface that radiates sophistication and exclusivity. The design of WWD’s website does well to represent the brand’s dual nature. Its layout is clean, yet striking, reflecting the brand’s grand yet minimalistic vibe. The homepage’s simple color scheme and spacious layout focus attention on the featured products. This aesthetic should resonate with the brand’s target audience–those drawn to timeless, high-quality design with a quiet sense of luxury. Worldwide Dope’s distinct brand identity–balancing boldness with introversion–could serve as a powerful differentiator.