Into The Gumbo Pot: B.L.V.D Etiquette — Born On The Boulevard, Built On Belief

A Brand Rooted in Purpose, Styled for Presence

It started in the Tumblr era — the birthplace of many creative awakenings. For Dominique Smith, the founder of B.L.V.D Etiquette, inspiration sparked during his senior year of high school.

“I saw so many brands start from scratch and become successful. That made me say — why not me?”

That “why not me” grew into more than a clothing line. It became a vision with a name that speaks louder than fashion. B.L.V.D stands for Believers. Leaders. Visionaries. Dreamers.

“I may not market to everybody, but those acronyms have a broader reach than the clothes we drop.”

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Design with Intention

Asked to describe the B.L.V.D design style in three words, Dominique doesn’t hesitate: Nostalgic. Admirable. Inspiring. Every release is rooted in something personal, aspirational, and honest.

“When I started, it was just something to do. But I realized a lot of brands settle for an audience instead of speaking to the one they wish they had. I wanted B.L.V.D to speak truth to both.”

Heavily influenced by his hometown of Algiers, New Orleans, B.L.V.D was built to stand out — in a city known more for food and sports than fashion, the design had to be bold. That understanding only sharpened the mission.

“Deep in my heart, I wanted to give the world a piece of where I’m from. I wanted people to know Algiers isn’t behind when it comes to fashion.”

From concept to completion, every step is curated — all guided by a personal code.

“If I wouldn’t wear it, I won’t sell it. I want people to love having it in their closet.”

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Confidence in Every Stitch

When asked who he’s designing for, the answer has matured with the brand itself.

“If you asked me a year ago, I’d say everybody. But now, I design for those who walk with purpose, live in purpose, and dare to stand out. I don’t sell clothing — I sell confidence.”

That confidence shows up in the details: structured button-ups, standout graphic tees, clean designs, and bold statements without shouting. The goal isn’t just style — it’s energy.

“I want people to feel proud. To feel something meaningful — not just from the clothes, but from the whole experience.”

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The Journey and the Growth

Growth hasn’t come without challenge — and the biggest one?

“Honestly, me. My thoughts. Wanting to prove myself or outdo myself can slow the process down. Creating with intention — that’s where the real elevation happens.”

The first B.L.V.D drop was far from perfect, but it was real. That rawness paved the way for refinement.

“Our first drop wasn’t trash, but it wasn’t touching luxury. Now? You could put us next to brands that take quality serious. That’s a big shift — and it’s just the beginning.”

That shift is already gaining attention. In recent months, the brand has been worn by athletes, creatives, and rising actresses, and was part of an NIL collaboration with Aaron Anderson for his first merch drop with Main Squeeze.

“That’s a major look. It’s wild to think about, but it’s one of those moments we’ll look back on with pride.”

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Algiers in Every Thread

For Dominique, this isn’t just fashion. It’s cultural representation. It’s storytelling. And it’s personal.

“Algiers shaped me. I want the world to know we have more than talent — we have taste, culture, and presence. B.L.V.D is my way of putting that on display.”

There’s something about wearing a brand that understands where you’re from and where you’re going. Every piece is stitched with that intention.

“Every stitch feels like home. Like cracked sidewalks and corner stores. Like Sunday mornings and summer nights printed in cotton.”

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A Brand That Speaks for Itself

If B.L.V.D could talk, it would offer one simple truth:

“Be proud of everything. Don’t look for validation. You’re in this field for a reason — you’ve been chosen.”

And as for success?

“Some days I don’t make a single sale. But someone might tell me how I helped them chase their dream. That means more than money ever will. Just being consistent and open — showing people that anything is possible if they really want it.”

Fashion, for B.L.V.D, isn’t about fitting in. It’s about stepping forward — unapologetically.

“At its core, B.L.V.D isn’t chasing fashion — it’s crafting legacy. One thread at a time.”

B.L.V.D is more than a brand — it’s a presence. Visit the storefront at 1701 Oretha Castle Haley Blvd. Suite #8 in New Orleans, on Instagram @blvdetiquette , or head to www.blvdetiquette.co for the latest news and drops.