The Hyyer Life, currently based out of Maryland, had become an idea of founder Malachi Fuller when he was just a junior in high school. The name was originally inspired by hip-hop artist, Kid Cudi and his song entitled, “Hyyerr”. When Fuller was a sophomore at the University of Maryland College Park, he decided to shift The Hyyer Life from just a thought, to something much bigger.
The urban apparel and lifestyle brand uses the acronym “Have Your Years Earned Revenue?” It is the name, which represents a much deeper meaning. According to Fuller, revenue goes beyond just money. It stands for anything that is valuable to a person, especially things that add to a person’s life in a positive way. The Hyyer Life strives to encourage those around them to lead lives that are meaningful and productive.
Their latest design, “Conscious”, was designed by Malachi’s friend, Mbari Casey, an up-and-coming visual artist. Casey originally pitched his art to another clothing line, which turned him down due to disagreements in the direction of the brand. After learning this, Malachi saw it as a chance to give his friend the opportunity to begin his career in visual art by mastering the design for The Hyyer Life. “Not only are we trying to inspire people to do their work, but we’re trying to push them to do it, too. That embodies what The Hyyer Life is all about,” Fuller stated.
Urban youth culture has also been part of The Hyyer Life’s lifestyle focus for the brand. “We want to push them [the youth] to obtain their goals. We want to motivate people to go further and beyond the norm to achieve what they define as success. The purpose of the clothing line is to serve as a reminder of that.” The Hyyer Life also has plans to be involved with local urban youth programs in the D.C. Metropolitan area in the near future.
As the brand has been progressively growing, it has received attention outside of Maryland. Recognition has been given in the Los Angeles area, motivating Fuller and his team to further branch out to the west coast as well as expand within the Washington D.C. area. Within five years, The Hyyer Life hopes to open up a flagship location and have a unique set of inventory that depicts the direction of the brand and shows the growth that is constantly taking place.
When asked the best advice that he has been given, Fuller shared, “Perfection is the enemy of profitability.” He emphasized the importance of consistency in order to remain relevant and being willing to learn by making mistakes. “I feel like that’s something we definitely did. I told people, we’re definitely going to elevate with every piece. You’re definitely going to see the progress.”