Jake Moncrieff shared their story and experiences with us recently and you can find our conversation below.
Hi Jake, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What do you think is misunderstood about your business?
Sneaky Nieky isn’t just apparel. It’s an energy, a culture, a city-wide game of finding the logo wherever you go.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Jake Moncrieff, and I’m the creator behind Sneaky Nieky, a Denver-grown streetwear movement that started as a personal creative outlet and grew into a community. Sneaky Nieky isn’t just a clothing brand—it’s a personality, a vibe, and a citywide game of spotting the logo in the wild.
What makes the brand unique is its blend of playful rebellion, Denver culture, and storytelling. Every drop, every design, and every collaboration reflects real life—my kids, the city that raised us, and the people who wear Sneaky Nieky like a badge of identity.
Right now I’m focused on expanding the brand’s presence in Denver, building stronger ties within the streetwear and art scene, and pushing out more designs and content that reflect the movement Sneaky Nieky has become.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who were you before the world told you who you had to be?
Before the world told me who I had to be, I was a creative kid who loved making things, exploring ideas, and imagining worlds bigger than the one around me. I wasn’t worried about titles, careers, or expectations. I was driven by curiosity, humor, and the freedom to express myself without limits. Sneaky Nieky is really just me getting back to that original version of myself.
If you could say one kind thing to your younger self, what would it be?
I’d tell him he’s not as alone as he feels, and that one day he’ll build a life, a family, and a brand that come directly from his heart. Everything he thinks is weird, creative, or ‘too much’ is exactly what makes him special.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Is the public version of you the real you?
Mostly, yes. The public version of me is real, but it’s not the whole story. What people see is the creative side, the hustle, the humor, the brand. But the quieter parts—the dad, the human, the person figuring things out—those stay closer to home. Both versions are me, just in different settings.
Okay, we’ve made it essentially to the end. One last question before you go. What do you understand deeply that most people don’t?
I understand how powerful small moments of connection are—like a logo on a hoodie that makes someone feel seen, or a design that sparks nostalgia. Most people underestimate how much those little creative touches can shift someone’s mood or identity.
Contact Info:
- Website: https://linktr.ee/sneakynieky
- Instagram: sneakynieky
- Twitter: niekysneaky
- Facebook: sneakynieky
Image Credits
All images were by me.
