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Meet Witt Rabon of Dro

Today we’d like to introduce you to Witt Rabon.

Witt, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
The concept for dro began in 2012 at a loft in DTLA, where our Founder Paul was working at the time. The brand was primarily a side project for him with an online store and heavy presence in the cash & carry district. Fast forward to 2015 in Denver, Colorado, we all had jobs working in sports nutrition at MusclePharm where myself, Paul and Jamar all met. While everyone else was exercising on their lunch breaks, we were taking trips on the side roads hotboxing each other’s cars and one day, Paul decided to show us the brand. We immediately fell in love with the logo, concept and designs and knew this is what we were all destined to do. We quit our jobs and began to pursue the dream of dro full time. We decided to go about building the brand in a different manner from the rest in that we strictly sold to rappers, celebrities, and athletes vs. selling to stores as we knew if we could sell to major artists, the stores would soon follow. It worked and hence our phrase “We design bespoke garments for drug smugglers, rap artists, and dimes.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not… building a brand with culture and meaning behind it takes lots of time, energy, and just being around the block. We never had an investor come in and give us a runway till we got it right, so we always had to hustle and be on the lookout for the next opportunity. The clothing and cannabis industries are ever-changing and unpredictable so making calculated decisions is something you may not always get right.

Alright – so let’s talk business. Tell us about Dro – what should we know?
We are a lifestyle brand based around the hip hop, skate and drug dealing/cannabis culture. We specialize in designing clothing with a clean aesthetic look that speaks to our audience. One of our most proud moments as a company was when Waka Flocka Flame became a member of the company. Waka had been watching us since the beginning and always a huge supporter of the brand. Its an honor to now be able to call him our business partner. What sets us apart from others is our ability to speak to our audience in a real/organic way.

Is there a characteristic or quality that you feel is essential to success?
Being able to adapt and pivot when opportunity arises.

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