In the latest episode of Let’sKeepIt100Podcast, the crew sits down with Neef, the creator of the streetwear brand Face Your Fears, for a candid conversation about entrepreneurship, personal loss, and the hustle behind making $17K a week selling hoodies. From navigating grief to rebuilding his brand, Neef keeps it raw about the highs, the lows, and the lessons learned along the way.
Neef’s journey began with a simple but powerful phrase—“Face Your Fears.” Inspired by a movie that ended with those words, he saw an opportunity to create something meaningful. The message resonated instantly, and the brand took off, gaining 10,000 Instagram followers almost overnight.
His signature spray-painted hoodie designs stemmed from a chance encounter—seeing someone rocking a PRPS hoodie with paint spots. That moment sparked an idea, and soon, his pieces became a staple in Philly’s streetwear scene.
Despite the brand’s early success, Neef’s world was rocked by personal tragedy. Losing his cousin and nephew forced him to step back from the business. Grief threatened to consume him, but instead of turning to vices, he gave himself time to process.
However, stepping away came at a cost—momentum slowed, connections faded, and many who were around when he was on top disappeared. The turning point came when his close friend reminded him why he started in the first place. With renewed purpose, Neef began rebuilding, determined to take Face Your Fears to new heights.
As his brand grew, Neef prioritized lifting others up. He opened doors for friends, helping them invest and even letting them run businesses out of his store. But with that generosity came challenges—mismanaged opportunities and the realization that not everyone reciprocates the same energy.
He also touched on the gatekeeping culture in fashion, where many refuse to share resources or manufacturer info. Unlike others, Neef believes in putting people on, reinforcing that success isn’t about hoarding knowledge but creating opportunities.
At one point, Neef was making $50,000 to $60,000 a week—but with fast money came fast spending. Extravagant parties drained his earnings, and he admits that having real money for the first time was an adjustment. The moment it all clicked? Seeing the same police officers who once arrested him now standing in line to buy his hoodies. That was his sign to move differently and go all in on the business.
No success story happens in isolation, and Neef gives credit where it’s due. From day-one supporters like Bart and Sque to his friend Quizy, who kept him accountable, his circle played a crucial role.
On the home front, his wife, Mecca, held things down, while her mother, Terry, provided shelter when times were rough. These relationships, built on loyalty and love, reinforced that success is a community effort, not a solo mission.
Looking back, Neef has no regrets. Every financial misstep, every setback, and every loss shaped his journey. His philosophy? Regret only comes from doing something you didn’t want to do in the first place.Now, Face Your Fears is making a major comeback. With a fresh lineup of designs, sweatsuits, and potential collabs with brands like Stocked Up and Sakar, Neef is locked in and ready to reclaim his spot.
