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Rock-It Psyence: (rok-it-sahy-uhns) – the psychology of fashion being smart and fresh, to know how to be exciting; appealing; great in the way you look, to place your soul into the things you wear
ex. “be smart and fresh, rock psyence”

Founded in 2004 and inspired by the collaboration of two young artists, Wilfredo Almonte and Emilio Armada, ‘Rock-It Psyence Ent.’ was born. It first started out as a small media production company, in which they designed promotional items such as: flyers, posters, press kits, and many other things; for local musicians and venues in the Miami area.

In 2006, the company turned to a new direction, in which the local talent demanded promotional clothing that would inspire their fans to support them. This caused Almonte and Armada to look at fashion as a new outlet for creativity. Starting with very basic logo designs and patterns it grew into something more. Late 2007, Rock-Psy dropped entertainment and officially became Rock-It Psyence Apparel Inc., in which set into motion a wave of new and innovative ideas incorporating different aspects of music, arts and culture; that has always been a part of the Miami scene.

The stimulus behind most of the ideas comes from the love of art as well as the musical influences that affect our lives. Both Almonte and Armada coming from strong artistic backgrounds have a sense of what works and what should be a fluid motion between mediums. Whether it is the old school traditional art or the new school digital media, both of which have a different mass they appeal to, are covered as well. The musical influence can’t be just tied down to one classification. It comes from every extreme idea of what music should inspire. Either hard rock to hip hop, from classical to alternative, or from R&B to punk; the list goes on and on. Hence the idea that: “music is life and life is rhythm”. In a sense, Rock-It Psyence stands for the transitional movement between music and fashion.

Even in the naming of the brand just plain “rocket science” would not suffice. The break down consists of a few elements “Rock-It” came from the idea that one would wear the brand, same as in saying “to sport it” or “wear it”. The word “Psyence” also has its own
explanation for the purpose of misspelling altogether, basically “psy”; as in ‘psyche’ from the Greek word meaning soul, for obvious reasons also found in psychology. The science would be definition alone, a system of knowledge covering general truths or the operation of general laws especially as obtained and tested until absolute certainty. With all that said Rock-It Psyence is wearing your heart and soul and be absolutely sure that it looks fresh.

In conclusion Rock-It Psyence looks to be the premier brand that breaks all cultural barriers, erases all borders, and shows that the creative mind thrives even in the clothing you wear. ------- Be Smart, Be Fresh, Be You, Rock-It Psyence.