24 Rules


The 24 Rules. Principles that we honor, follow, and promote as a brand. Reading the 24 Rules allows you to dive into our culture and beliefs as a brand and as people.

  1. Real Recognize Real: Whether from a distance or up close, those who keep it real and true to themselves at all times will always understand and support the vision of those who are the same.
  2. There's No "I" in Posse: Don't be selfish! Selfish people never win. Ignore the ego and invest in your team. Role players get rings too.
  3. Bounce Back: Don't trip whenever you take an L in life. Everyone has their day. Even Jordan & the Bulls lost 10 games in '96. What is important is that you come back stronger and better the next day.
  4. Roll The Dice: Don't be afraid to take risks. We all have doubts but never let the doubts freeze you. "You miss 100% of the shots you don't take" - WAYNE GRETZKY
  5. Smile Ever Day: Keep a smile on your face through it all. Don't let anyone or any thing take that away from you.
  6. Stay True 2 You: Be YOUnique, be original. Originality is the one thing that you could never fake. Believe in and be yourself at all times, you might inspire some people and change the YOUniverse some day.
  7. Confidence + Hard Work: Have confidence with the dedication to match if you want to make it. They go hand in hand.
  8. Stay Down: Keep going. Don't stop living and doing what you love. At the end of the day, the show must continue.
  9. Be All In: Don't half step. If you are going to do it then do it right. That's the winner's mentality. Play to Win.
  10. Chase Love, Not Likes: Aim to be a legend not a trend. If it's done for the love, it'll last. If not, it'll be sure to fade.
  11. Be Fearless: S**t is going to happen anyway and you can't control it so being scared of anything is a waste of time. Scared money don't make none and a scared player never wins.
  12. Progression: "You grow, we all grow. We were made to grow. Either evolve or die." - 2PAC
  13. Be Patient: One of the hardest things to do is stay patient while in the pursuit of getting everything that you know you deserve but without the patience, you'll never get it. Stay true to the process.
  14.  No B**chin': "As kids, we didn't complain about being poor. We talked about how rich we were going to be and made moves to get the lifestyle we aspired to by any means we could." - JAY-Z. Real ones don't complain. If you don't like your current situation, improve it.
  15. Don't Let The Past Determine The Future: Similar to #3, don't let yesterday's lost stop tomorrow's win. "It's not really about how you start, it's not about the lane. It's about the overall race." - NIPSEY HUSSLE
  16. Be Self-Reliant: No one is going to hand you anything worth having. You want something, you have to go and get it for yourself, by yourself.
  17. Learn From Mistakes: You can't make the same mistake twice. It's crucial now. If you slip up once, that's cool. Slip up twice? Ain't enough room for that.
  18. Crush The Competition: Go that extra mile to defeat the competition. Everybody that wants to see you lose, do not give them that luxury. Run the score up. If you're up 30, turn it into 60.
  19. Have More Than One Hustle: This ain't nothing new to all the real hustlers. Having one hustles makes you dependent. You aren't truly independent until you have multiple hustles.
  20. Preparation: If you stay ready, you ain't gotta' get ready. When your time comes, be prepared.
  21. Stay Fly: Every day! Enjoy what you have.
  22. "In 5 Years, Will It Matter": Ask yourself this whenever you are about to trip over something.
  23. Start Today: Start working towards what you want now! Ain't no better time than the present
  24. Change The Game: Innovate. Try to do something that we've never seen before and make an impact on the future. It's all about making history.