Built From Culture. Driven By Impact.
Rawimpact Lifestyle Brand, is an American lifestyle brand founded by Drey Ricks. Founded in 2010, Rawimpact was created at the intersection of streetwear, sports, hip-hop, entertainment, and culture. What began with a collection of signature snapback hats and crewneck sweatshirts grew into a recognizable lifestyle brand encompassing apparel, accessories, skateboards, retail.
Since the early 2010s, Rawimpact has transcended its clothing roots to become a fixture within the hip-hop community and mainstream sports and entertainment circles. The brand has gained prominent recognition through authentic association with a wide network of artists and professional athletes.
Whether appearing at high-profile sporting events, backstage at concerts, or in the fast-paced world of media and sports consulting, Rawimpact has cemented itself as a staple of the lifestyle sector. The brand’s consistent presence alongside trendsetters and industry leaders has made it a symbol of status and cultural relevance.
FROM THE STREETS TO THE CULTURE
Rawimpact emerged during an era when sports, hip-hop, streetwear, and entertainment were becoming increasingly connected.
Founder Drey Ricks was already part of that world.
A Detroit native and former Division I point guard, Ricks grew up surrounded by competitive sports and Detroit culture. His family ties to the legendary Kronk Boxing Gym and championship boxing, combined with his own career as a Division I basketball player, placed him naturally within athletic and entertainment circles.
As Rawimpact developed, Ricks became increasingly recognized within sports, hip-hop, and streetwear culture, frequently moving within the same spaces as prominent athletes, entertainers, artists, and cultural figures.
Rather than attempting to manufacture a connection to the culture, Rawimpact grew from inside it.
Athletes and entertainers began wearing the brand, Rawimpact became visible at sporting events, concerts, entertainment functions, and community events, and the name gradually expanded beyond its Michigan roots.
A BRAND THAT STARTED FROM SCRATCH
Rawimpact’s first retail presence was established in Kalamazoo, Michigan, where its early collections centered around snapback hats, crewneck sweatshirts, and streetwear.
The opening of the Rawimpact flagship store included an appearance and autograph signing by legendary boxing champion Thomas “Hitman” Hearns, connecting the young brand with one of Detroit’s most recognizable sports figures. Rawimpact later expanded with a second Michigan retail location and broadened its product catalog to include additional apparel, backpacks, accessories, and skateboards.
Recognition followed.
The brand received local business recognition in Kalamazoo, participated in major university and community events, and became a marquee sponsor of Detroit’s Summer Jamz event. Rawimpact also gained sports visibility through its association with the State Farm College Slam Dunk Championship televised on ESPN.
What started as an independent streetwear company was becoming something larger.
SPORTS. HIP-HOP. ENTERTAINMENT.
Rawimpact’s identity has always existed where different parts of culture collide.
Sports. Music. Fashion. Media. Entertainment.
That crossover helped the brand gain traction beyond traditional retail.
Rawimpact merchandise became associated with athletes and celebrities, while the brand expanded its presence within mainstream sports and entertainment. The brand was later featured on television programming including VH1’s Love & Hip Hop and BET’s The Game.
For Rawimpact, these moments represented more than visibility.
Rawimpact continues to drive culture and lifestyle across sports, fashion, entertainment, and music.