Founded in 2017, Since99 LLC was established by visionary entrepreneur and CEO DShawn Ruffin with a relentless belief that a brand can outlive any obstacle. Built on the philosophy, “You can stop a man, but you can’t stop a brand,” Since99 began as an event promotion company before evolving into an internationally recognized clothing label and later expanding into the music and entertainment industry. Today, Since99 LLC stands as a global marketing and lifestyle brand, blending fashion, culture, entertainment, and strategic branding to create unforgettable experiences and lasting influence.

Headquartered in Miami, Florida, Since99 has grown far beyond its hometown roots, establishing a presence across multiple markets through live events, collaborations, and performances before countless fans around the world. With a reputation for innovation, authenticity, and trendsetting creativity, the brand continues to redefine what it means to build culture while inspiring the next generation of entrepreneurs, artists, and visionaries.

At the heart of Since99 is a commitment to making an impact beyond business. Under DShawn Ruffin’s leadership, the company has consistently invested in the communities that helped shape its journey. Since99 proudly partners each year with the Trayvon Martin Foundation, supporting initiatives that empower families and create opportunities for youth. For more than six consecutive years, DShawn has also led an annual Thanksgiving food drive alongside longtime friend Rocky Pierre, providing meals and resources to families throughout the community. This unwavering dedication to service reflects the brand’s belief that true influence is measured not only by global recognition, but by the lives touched along the way.

Today, Since99 LLC represents more than a company—it is a symbol of resilience, ambition, and cultural excellence. From fashion and marketing to entertainment and philanthropy, the brand continues to expand its global footprint while remaining grounded in its purpose: to inspire, create opportunities, and leave a legacy that transcends generations.