Daniel Kasidi Believes a Brand Is a Feeling Not a Product

The founder of Rastaclat tells us how he went from a shoelace to a global movement.

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Daniel Kasidi Believes a Brand Is a Feeling Not a Product
Business of HYPE
5,791 Hypes 3 Comments

Business of HYPE is a weekly series brought to you by HYPEBEAST Radio and hosted by jeffstaple. It’s a show about creatives, brand-builders, entrepreneurs and the realities behind the dreams they’ve built. On this week’s episode, jeffstaple sits down with creative entrepreneur Daniel Kasidi of Rastaclat.

What started as a shoelace that has grown into a global movement, Rastaclat came from a simple idea that Daniel had while skateboarding. Born in Kenya, he later relocated to Orange County, California where he was immersed in skate culture — landing his own sponsorship at 17.

After randomly braiding his extra set of laces to wear as a bracelet, his friends took notice and Daniel began selling them in high school. More than the profit, he looked forward to the positive stories that came with each purchase. While the idea for Rastaclat began in high school, it wasn’t until after attending FIDM and gaining experience working at various companies, from Levi’s to Speedo, that he would officially start his business.

Daniel’s knowledge of street and skate culture was a driving force for his inspiration. By providing an accessory for people who can’t afford streetwear, he hopes that they could feel like they are part of its culture. While some may call it just a shoelace and not a brand, Daniel believes that a brand isn’t a product but a feeling.

“A brand isn’t your product. A brand is how you make people feel. A brand is how you bring people into the community. People that buy our brand are buying into positivity.”

Collaborating with charitable foundations, Rastaclat also seeks to make a difference by donating proceeds and bringing awareness to a variety of issues. Daniel tells us it isn’t about the money or recognition but more about impacting people’s lives.

Later on, he details everything from their lawsuit with Off-White, to Rastaclat’s partnership with the 2020 Tokyo Olympics and the growing landscape of streetwear. So tune in and hear Daniel’s journey on how he aims to “seek the positive” with Rastaclat.

As always, thank you for tuning into HYPEBEAST Radio and Business of HYPE. You can subscribe to our channel on AppleSpotifySoundcloudStitcherOvercastAnchor or wherever else you get your podcasts. Please don’t forget to leave a comment or review.

Additionally, feel free to hit Jeff on Twitter, @jeffstaple, or via email at questions@businessofhype.com, and he may answer your question on a future episode.

This episode features references to the following:

2:38 – Rastaclat
5:28 – Distribution
7:41 – Role as a founder
10:32 – Inspiration
14:59 – Early life
16:40 – Rastaclat idea
18:44 – FIDM, Levi’s, Reebok, Speedo
19:39 – Starting Rastaclat
20:00 – Nike SB
22:33 – Osiris D3
25:25 – Dunkxchange
26:29 - 2020 Tokyo Olympics
33:10 – Finding fulfillment
35:44 – Off-White™
40:00 – Thoughts on streetwear

Read Full Article
Host
JEFFSTAPLE
In collaboration with
byt.nyc
Director
Daniel Navetta
Producer
Christina Hong/HYPEBEAST
Photographer
Rastaclat

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