In 2016, the founder Christopher Butler-Day only had $480 and a dream to his name. Founded on the campus of Prairie View A&M University, he had one mission and that was to make a change on campus through his clothing. After quitting his job as a Counselor Assistant, he decided that clothing was something that he truly wanted to do. He would then go around the campus and ask people would they support the brand and often times they did, however there were a few who didn't. He never let it stop him though, only kept progressing. With the help of a team and support from his customers he was able to transition "IDECIDE" from a clothing brand to a business that not only focuses on clothes, but reading literacy and knowledge through his books.
To provide quality and effective customer service and affordable clothing lower to lower economic communities while giving them motivational, inspirational, and encouraging messages that inspire the everyday person to help drive them towards their goals and achievements.