About Lucrative Apparel
The Roots.
Established March 2020
The Story
Founded by Travis Francis in the spring of 2020, Lucrative Apparel was built on a singular commitment: Social Justice. We didn't start this brand just to follow trends; we started it to lead a conversation.
We believe that streetwear is more than just an aesthetic—it’s a platform for change. Our growth has been fueled by a diligent focus on representation and the belief that fashion should reflect the diverse world we live in.
The Mission
No Room for Negativity.
At Lucrative Apparel, our goal is to have a lasting, positive impact on future generations. We believe there is no room for negativity in our communities. We strive to foster an environment where cultural differences are respected, celebrated, and protected.
We’re teaching the next generation to be mindfully aware of how we treat one another, ensuring that no individual is judged by anything other than their character and their contribution to the culture.
The Legacy
More Than a Brand.
Inspired by the global call for equity and the fire of the Black Lives Matter movement, we’ve taken our mission beyond the threads.
Through our Social Justice/Leadership Award, we seek common cause with initiatives that push the world forward. By supporting students who exhibit excellence and leadership, we are investing in the leaders who will define the future.
Ultimately, this is what we are truly about.
