DUDE. be nice Apparel Startup Inspires Teens to “Random Acts of Niceness”

Share Article

The DUDE. be nice project is a platform to inspire young people to build a positive community by recognizing a person or group in a fun and creative way.

Antelope Valley High School Students Surprise Local Costume Shop Owner With Elaborate Thank You

California apparel startup helps teens thank their unsung local heroes

We created a brand that's relevant enough for young people to wear and isn't ‘anti’ something, but is ‘for’ being nice.

Having already helped hundreds of high school students in “flash mob”-style thank yous for unconventional heroes, from a kind restaurant employee in Anaheim to a beloved East Los Angeles school custodian, apparel start-up DUDE. be nice has committed its latest “Random Act of Niceness” for a Southern California woman whose costume shop was destroyed in a fire.

The newest video from DUDE. be nice™, a Ventura-based apparel company with a do-good mission, chronicles Antelope Valley High School’s love and appreciation for April Ray, the owner of Daisy’s Costumes who was always willing to provide students with get-ups free of charge. But this community mainstay was devastated when her business burned to the ground earlier this year.

Antelope Valley residents rallied behind April and George Ray to help rebuild their 30-year business, but the students for whom she has always been there wanted to take it even further. Joining with DUDE. be nice founder and CEO Brent Camalich, hundreds of Antelope Valley High school students – school mascot and all – caught April by surprise when they arrived outside of her store holding flowers and ready to give her a dance and musical performance she’ll never forget.

“In the months since my store burned down, there hasn’t been a day gone by when something magical hasn’t happened,” a smiling and emotional Ray said as she looked out at the sea of students. “But nobody can top this.”

Influenced by surf, skate and art cultures, Dude. be nice clothing looks to inspire youths to use the little things they say and do each day to make a big difference.

“We realized there are a lot of brands out there that don't stand for anything and we wanted to be different,” said Camalich. “So, we created a brand that's relevant enough for young people to wear and isn't ‘anti’ something, but is ‘for’ being nice.”

That message is brought to life through the DUDE. be nice Project, a platform designed to inspire young people to build a positive community by rallying together to recognize a person or group in a fun, creative, and meaningful way. With a significant portion of the startup’s sales going to support requests for these elaborate thank yous for people such as April Ray, DUDE. be nice has created an Indigogo "crowdfunding" campaign so it can help even more kids honor the people that inspire them.

About DUDE. be nice
Founded by Brent Camalich, a former local TV news producer, DUDE. be nice is a Ventura, California-based apparel company with a mission to inspire young people to build a positive community by recognizing a person or group in a fun and creative way. DUDE. be nice is committed to working with as many schools, students, and organizations as possible to create special moments, cultivating a culture of kindness and appreciation. DUDE. be nice apparel is available online and schools may order custom DUDE. be nice gear for fundraising events, spirit weeks, campus clubs and more.

For more, visit http://www.dudebenice.com and http://www.dudebenice.com/pages/dbnproject.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Juliana Minsky
DUDE. be nice
+1 (805) 687-3322
Email >

Angel Pacheco
@DUDEbenice
since: 04/2012
Follow >
Dude. be nice
Like >
Visit website