His messages about the city he loves are in bold print, to be worn proudly across the chests of all who purchase his gear, and Chris Reynolds will tell you it was time for him to re-focus his sports wear company squarely on the future of Detroit.
His company is called Detroit Life, and it's taking off online with signature shirts, hats, jackets, and even shorts being made here and worn everywhere.
"Detroit Life, especially with the city coming back, it made it really want me to inspire myself to make powerful sayings that can empower people to believe and have hope," Reynolds said.
The 39-year-old is so driven because his roots run deep. His whole family grew up two streets from the Packard Plant on Helen and now, in addition to making messages you can wear, he partners with long-time local music company Wise Guy Records so you can wear his message as well.
Aaron Mancina owns Wise Guy and has worked with some big names in the business. Their weekly Facebook Live show brings in other entrepreneurs to talk about their support for the city and its growth.