College can be a time for a student to make a name for themself. Some students find this after they graduate and for others, all it takes is one moment to define who they want to be. For Eze Nekes, this moment found him just before graduating high school.
Nekes is a 22-year-old student attending CSUN. While studying, he has been steadily building a clothing brand throughout his college career while doubling as an independent music artist that goes by YFR Eazy.
Born in Nigeria and raised in South Central, Nekes has shown love and appreciation for both cultures he grew up with, combining classic Nigerian phrases with LA streetwear fashion and symbolism.
Starting in 2020, Nekes attended an LA music program called The Nest Society and had the opportunity to show snippets of his music to one of the program leaders.
“He would tell me that, ‘yeah, the music is good, but I feel like to have people be more connected with you and your brand you should try to sell some merchandise,’” Nekes said. “That always stuck with me in the back of my mind, but I didn’t really have money to start.”
Nekes patiently waited for the “right” time to start his clothing brand, EazyLovesYou, growing the brand along with his music catalog.
Initially, Nekes did not expect Eazylovesyou to get as much recognition, being that he just wanted another way to make income outside of his regular nine to five. His sole drive was his music – the clothing was simply a bonus. The inspiration behind his iconic “Bubblgum” hoodies came from a song he had made while chewing bubblegum. Over time, he grew a love for the business, marketing and distributing side of being an owner.
Reflecting on his Nigerian roots, Nekes said the typical occupational expectation was medicine. However, Neke’s father told him differently.
His father wanted Nekes to be the best at whichever field he was most passionate about. Neke’s hopes to inspire other kids with his same background to not take the typical route and to know that there are other ways to “make it.”
Discovering inspiration through his fanbase, Nekes finds creativity through seeing students on campus wearing his merch and promoting his music online.
Most of all, he has creative freedom. As a brand owner, there was not a team or manager Nekes had to answer to. He is the boss, which allows ideas to be generated organically and at his own pace.
Despite the success, Nekes still prioritizes being a student first, typically tending to his assignments before working on his creative endeavors.
Jaszmine White, sophomore at CSUN, described Nekes as “funny, fly and super creative.”
“If [Nekes] has a goal he tries his best to execute it for sure,” White said. “He’s big on respect. Overall a good friend and person.”
Nekes has done collaborations with close friends, helping them gain exposure for their own brands. From being a model for his hoodies, helping write a song, filming a skit and posting fan art, Nekes opens up avenues for others.
He strives to be successful in everything he pursues, but he also makes sure to help those who have helped him along the way. Nekes’ way of pushing love out into the world is through bringing those closest to him along his journey of entrepreneurship.
“The main point of EazyLovesYou – I’m just trying to put a lot of positivity out in the world,” Nekes said. “I feel like hate travels faster than love so, I kind of want us humans to push more love out to one another.”
