Concept

At the heart of our brand, "Family Over Fame" embodies the principle of always putting your family first. It reminds us to cherish our roots and never lose sight of where we come from. While we recognize the importance of material possessions in providing for our loved ones, it’s crucial to ensure that these things never take precedence over family.

Founder: Alex “Cunny” Ross

In 2014, Alex "Cunny" Ross conceived a powerful idea while working on his album. Upon its release on September 15, 2015, he launched 15 exclusive T-shirts to promote the album. As he went door-to-door in his community, he discovered that not only did residents love the music, but they were also captivated by the shirts.
Encouraged by the positive feedback, people expressed that these shirts represented more than just a CD release: they resonated deeply with the community.
The message found a special place in the hearts of those in Uniacke Square, inspiring Alex to pursue his vision further. By 2016, Alex transformed the concept into a movement and, eventually, a thriving business—all self-made and funded entirely from his own pockets, with no loans involved. "Family Over Fame" emerged as a symbol of prioritizing what truly matters—our loved ones, our roots, and staying true to ourselves—over the fleeting allure of fame and success.