Starting the Journey

I began this journey on December 9th, 2024, when I attended a sneaker convention in Tampa, Florida, called Sneaker Kulture. It was an incredible experience—there were so many vendors showcasing sneakers, hats, clothes, and other gear. As I walked around, I realized that I already owned a lot of the same kinds of items. In that moment, the idea hit me: “I could do this too!” From that point on, the thought of starting my own business began to take shape.

A Trip Down Memory Lane

That same night, I found myself flipping through an old family photo album filled with pictures of my mom. She passed away on April 7th, 2020, and I miss her every day. My mom had a unique sense of style, always looking fashionable—like a true trendsetter. However, her life wasn’t always easy. She grew up poor in a family of 13 kids, and she was the second oldest. At just 16 years old, she moved out and had my sister. Eventually, she relocated to Tampa to live with her aunt, and later moved to Fort Lauderdale, where I was born. After some time, we settled in St. Petersburg.

My Mom’s Influence

As a single mother, my mom raised me and my two sisters on her own. Despite only having a fourth-grade education, she worked tirelessly as a maid. Nevertheless, she always found ways to support me. For instance, when I went to college, she sent me $100 every month for over four years, no questions asked. She refused to let me pay her back, no matter how much I insisted. After her passing, I realized I had to do something meaningful to honor her.

Building the Business

I decided to start an apparel company in her memory. The next step was choosing a name, which came to me quickly: D’EVA APPAREL. The “D” stands for my first initial, and “Eva” was my mom’s name. It felt like the perfect way to keep her legacy alive. The next challenge, of course, was designing a logo. I spent the next four months sketching every night, sometimes drawing for two or three hours at a time. Eventually, I came up with a design that felt right, and in April 2024, I brought it to a graphic designer to bring the vision to life.

The Journey Continues

It’s been a lot of hard work, but every moment has been worth it. I want to make my mom proud with everything I do, and this business is my way of doing that.

Dale Johnson
Founder and Owner of D’EVA APPAREL
Established April 2024