We’re for the doers and overcomers, who over come obstacles and do what it takes to get to the next level, up that mountain — *To The Top. It is about reaching your truest potential, no matter what obstacles may have been in your way. It is a way to express the highest version of yourself to the world, even if you had humble beginnings. The story of the 1550 name is about where it all started — th
e U.S. Founder and CEO John "GUILLO" Petersen grew up in St. Thomas. Rising high above the hills and valleys is Crown Mountain, the highest point on the island with an elevation of about 1550 feet. The symbolism is clear — no matter where you started, you can make it to the top, whatever that looks like for you. The story holds true for the founder, who grew up without a lot in an environment that would’ve made it easy to resolve himself to lack being his fate. But he always had dreams of *more*. 1550 is the manifestation of one of those dreams. But the path to a dream fulfilled is always littered with roadblocks, potholes and inclines. With a passion for style. Fashion was a way to express himself even when life was was filled with struggle and strife. So when he decided to remain stateside after completing a tour in the U.S. Army, he knew he had to find a way to turn his passion into his purpose. In 2005, he started selling clothes out of the trunk of his car — along with drinks and snacks — at local basketball courts and neighborhoods. That evolved into his first clothing brand, which faced a trademark dispute from another small business. That was the first in a number of trials and errors that provided a real-time education on how to keep going.
1550 Brand is a literal and symbolic representation of the desire to dream big and fulfill your purpose, no matter what.
