Daniel Kasidi Believes a Brand Is a Feeling Not a Product

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. 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