Who We Are
Dread Looks — We are a small Start-Up with Big Dreams! Dreams to deliver a badly needed product to people just like us. At last, in a quality that is deserving of who we are.
We are American and French-Caribbean, combining American vision and entrepreneurship with French style and quality.
Our core product proposition is a head scarf that is simple yet so necessary for people who have been overlooked and disregarded and also discriminated because of their hair. Not to cover up but to protect and enhance and uplift the image of Afro Black Hair. Not just utilitarian but stylish as well.
We strive for excellence with simple yet elegant designs and carefully sourced materials in all our fashions - always respecting workers and respecting the planet. This approach is not easy but we believe in our mission of change and responsibility.
In short, we want to grow a well rounded high quality ethical brand that is exclusive yet attainable.
Our Creators
Dread Looks — Russell and Frandy.
Russell has been an entertainer and entrepreneur all his life. Born in Philly, raised in Virginia and Los Angeles, his dance and music career took him travelling around the world where he engaged in a variety of business opportunities.
Frandy, fiercely proud of his Caribbean heritage, born in Paris, he immigrated to the United States at the age of 19. Shortly thereafter, he forged a career in the management of major European Fashion Houses.
Russell and Frandy, fast friends for over 15 years, the two come together to combine and express their creativity as Dread Looks!
DREAD LOOKS® is a registered trademark of U Better Believe It Co. registered with the U.S. Patent and Trademark Office.