On Oct. 8, LeBron James’ revealed his first Wheaties box to the world when he posted a photo of himself holding up the iconic orange cereal box from his residence in the NBA’s Orlando bubble—this was just days before capturing his fourth NBA title. The box itself showcases a snapshot of LeBron skying for a dunk in his Lakers uniform along with students from his iPromise school in Akron, Ohio. You might think for such a momentous occasion that he would be wearing some special Nike threads, but instead he had on a graphic T-shirt paying homage to the boxing legend Muhammad Ali designed by Ferris, who founded his Atlanta brand Do Not Disturb only 10 months ago.
While this was an amazing promotion for the young brand, it’s not the first big cosign. His first big customer was Young Thug, who still rocks Do Not Disturb logo hoodies in the studio with Megan Thee Stallion or performing on stage overseas. By association, some of his close friends and collaborators like Gunna and Lil Keed have also become supporters. Ferris says that it all started when he connected with Thugger’s stylist Zoe Dupree ahead of a European tour in Summer 2019. He reached out to Dupree who was leaving from Atlanta that afternoon. Ferris caught him right before he hopped in an Uber and gave him an assortment of his T-shirts and hoodies. There was no guarantee that Thugger would rock the pieces, but he knew giving Dupree his clothes would make it a possibility.
“It's also cool to know some of the people that made things possible for us today. And I think that's the biggest thing that I've been trying to do with the brand,” says Ferris. “Myself too, man. I'm just learning more about the culture, learning more about my culture, being Black.”
As for the future, Ferris says he is just getting started. He hopes to add more products from puffer jackets to basketball shorts, even tapping into the home goods space with clocks and rugs. While the items are currently only available via the brand’s web store, working with retail partners is a goal. Ferris specifically names Atlanta’s own A Ma Maniere as a destination he would love to see stocking his pieces.
“The brand is a year old, but we've only been online for eight, nine months. So, it's humbling, the pace that we're going,” says Ferris. “I hope that it just keeps growing. And I hope that all my favorite athletes wear it. That's like the vision, the goal in the next year and a half or so, just to grow the brand mad big to where we're just doing collabs with everybody, expanding, and staying true to the people.”