Our Story

It started with a freshman class

’97
We walked in together
A group of students entered college in Buffalo, New York, as the Freshman Class of 1997. That year is where the number comes from. It marks when the community began.
02
The friendships held
What started on campus lasted. The unity, loyalty and friendship formed in those years stayed with the group long after.
03
Four words to live by
Years later the community came back together, and one motto said what it had always meant: We All We Got. Showing up for one another. Every time.
04
Now it’s a label
HEOP97 carries that history forward in bold, expressive streetwear rooted in 1990s and early-2000s hip-hop style. It celebrates shared roots and welcomes a wider generation.