Meet The Founder

 Tracy Hendrix

I’m the founder and CEO of this clothing line, born in Arkansas and raised on the Eastside of Chicago in a neighborhood known as TerrorTown one of the toughest areas in the city where opportunities are scarce and challenges are constant. Growing up as the oldest of four boys, I learned early on the importance of resilience, leadership, and determination. These experiences shaped my vision and drive to create a brand that not only reflects strength and perseverance but also inspires others to overcome their own obstacles and rise above their circumstances.

What Does It Mean To Be

Rich But Reckless?

In 2013, standing at a bus stop in the heart of Chicago, the idea for RBR (Rich but Reckless) was born. It started as a fusion of a record label, clothing line, and business entity, a reflection of the city’s vibrant culture and hustle. But as time went on, the music path didn’t feel like the right fit. The focus shifted, honing in on the clothing brand and business side, where the real story could be told.

RBR is more than just a name. It’s a mindset forged in the streets of Chicago—a city where dreams are big, the grind is relentless, and the risks are real. The “Rich” represents the vision (the wealth, success, and the ability to provide for those you love). It’s about chasing that financial freedom, not just for personal gain but to uplift your community and keep your circle tight.

The “Reckless” is the heart of the brand. It’s a reminder never to forget where you come from, no matter how far you rise. It’s about taking bold risks, living on the edge, and being fearless enough to bet everything on your dreams. That reckless spirit is the fuel that drives the hustle because sometimes, to win big, you have to go all in.

RBR stands for the balance between ambition and authenticity, wealth and risk, success and loyalty. It’s a tribute to Chicago’s relentless energy and a personal declaration of where you’re headed and how you’re going to get there.