In 2022, Grand Valley State University student Joshua Blaine founded his own clothing brand, Felici. With the brand being a solo effort, Blaine oversees the marketing, designing, shipping and all other aspects of the business. The brand’s designs have been sold through pop-up stands in the Russell H. Kirkhof Center, online and even showcased in a couple independent fashion shows. Blaine says he hopes Felici will spread positivity, which is reflected in the brand’s slogan, “Wear your happiness.”
Blaine had originally named his brand Good Vibes Only (GVO), but changed it to Felici. The term is derived from the word felicity, which means the quality or state of being happy. According to Blaine, the brand’s goal is to help people master the art of happiness. Each piece of clothing is printed with a positive message, bright colors and intricate patterns. On Felici’s official Instagram, Blaine’s work is showcased alongside local graffiti art and nature scenes that complement the designs’ patterns and colors.
Blaine emphasized that he’s been passionate about fashion ever since childhood. He was inspired to create Felici by brands such as Off-White and Yeezy, which he admires for interweaving self-expression and identity into clothing. Blaine has designed T-shirts, crop tops, socks and his latest creation, a black hoodie that reads, “Someday We’ll All Be Free.” According Felici’s website, the clothing is made with 100% organic cotton, a more sustainable option than traditional cotton.
“I always aim to create vibrant designs showcasing motivational messages and meaningful imagery,” Blaine said. “(I try) to connect with people who value positivity, self-expression and community, and remind them that happiness is not just a destination, but a way of life.”
In January 2024, Blaine was invited to a fashion show at the Lexus Velodrome in Detroit. The event was hosted by Brooklyn Coby, the founder of the fashion brand “FormFit,” which is tailored toward African American women. At the show, Blaine’s designs were worn by several emerging Detroit models, and were sold at a pop-up stand. Blaine described the event as both inspiring and gratifying.
“The authenticity and attention to the quality of the product is what stood out to me,” said Deana Anderson, Blaine’s high school teacher at the Detroit Edison Public School Academy’s (DEPSA) Early College of Excellence. “The designs are not only stylish, but also reflect the creator’s individuality. It’s clear that he’s almost sharing his personality through the designs.”
Blaine credited his success to the support of his friends, many of whom are also young entrepreneurs. Blaine said two of his peers gave him the encouragement to embrace his creativity and start the brand.
“(Felici) is going to be a main-name brand,” said Blaine’s best friend, Josh Gillon. “It’s different, (and) it’s original.”
Blaine aims for Felici to grow in the future, inspire expression and create a community impact.
“I dream of growing Felici into a global, luxury streetwear company (while) staying true to the core mission of promoting the mastery of happiness,” Blaine said. “My ultimate goal before graduation is to start incentivized initiatives for business owners, and maybe even inspire partnerships with the school (GVSU) and other student entrepreneurs.”
