Prison: everything about the streetwear brand

Before the Prison brand, there was the ground.

Before the success, there was her. Before any line, I need to thank my wife, Jessica M. She has been with me from the beginning, when we still slept on the floor because the bed served as storage for the few pieces we managed to produce. It was with her that I shared the hardest days. And it is with her that I share every achievement today.

Nothing you see here would have been possible without God's support and hers. Creating PRISON was much more than selling clothes. It was about transforming vision into reality. And, in my case, this life experience was also about transforming pain into strength. I'll tell you why.

My name is Levy

I am the founder, art director, and CEO of PRISON .

Origin and new beginning

In the 1990s, I was adopted as a baby by a simple Christian family after being left by a 13-year-old girl, my biological mother, at the door of a hospital. This background taught me, from an early age, that some stories are predetermined from the start. But it also showed me that it's possible to rewrite them.

The creative spark

From a young age, while other children dreamed of Disney, I was fascinated by New York. The skyscrapers, the rhythm of the streets, the energy of the city… It all seemed to call to me. Over time, this obsession became fuel and, later, direct inspiration for PRISON.

Even without access to any of that, at 8 years old I was creating. With an old IBM PC at home and a school notebook, I spent hours trying to assemble my own imaginary prints and pieces. I was inspired by brands like FUBU and Cross Colours that Will Smith wore in the series The Fresh Prince of Bel-Air and tried to understand how they conveyed so much attitude through design alone. It was there, through trial and error, that my creative vision was being born, without knowing that, in the future, this would become a profession and, more than that, a purpose.

From the Holy Spirit to the vision

In 2001, I moved with my family to Espírito Santo. It was there that my life began to take shape. The passion for creation already existed, but now I was beginning to understand the weight of the work. In my teens, I started delivering snacks to local businesses to help at home. This routine taught me two things: humility and persistence , values ​​that I carry to this day in everything I have built with PRISON.

PRISON was born.

In 2014, with more maturity and vision, living rent-free in a two-room house and sharing space with boxes of the brand's products, I made the hardest decision of my life: I left college and my job as a marketing manager for another casual brand to bet everything on the PRISON idea. We started with zero resources. But the vision was clear: PRISON needed to be born. The proposal was simple, but full of meaning.

The original name was PRISON NEW YORK Prison Ny . Because, for me, "prison" was never about being imprisoned in the literal sense; it was about being connected to something bigger: being imprisoned in New York, imprisoned in streetwear fashion, imprisoned in the movement that transformed my life. Over time, we simplified the name to PRISON . But the essence remained intact: belonging to what makes you free .

Field of study: New York

In 2018, after four years on the road and with PRISON already recognized in the online market, I began to visit New York frequently to study behavior and experience firsthand the street culture, the American sports that became the brand's focus, the music, and the art. Each trip was a living lesson on identity, expression, and attitude.

That's when I understood: I didn't just want to make clothes, I wanted to create something that connected with the essence of the wearer. Not for the hype of fashion, but for those who understand the weight of wearing PRISON.

PRISON x NFL: consolidated identity

Following the milestone of the international collaboration PRISON x NFL , we further solidified our identity in sports and in America, with iconic pieces such as baseball and American football jerseys. Our next step is to delve even deeper into the world of running , basketball , and boxing .

PRISON created a strong identity, connected to New York, but with a Brazilian soul. It broke boundaries. In 2025, it established its own production in Miami and an international presence through Amazon in the United States.

Not everything was a victory.

In 2019, with the brand already established, I was surprised by a diagnosis: cancer . Silent. Unexpected. Devastating. The illness came after a struggle against a deep, senseless depression. I remember that, even so, a few hours before the surgery, I was directing a PRISON photoshoot as if my life depended on it; I was numb to the brand project. The day after the operation, still with a drain in my body and without certainty about tomorrow, my first request was for a laptop. Because creating was never a choice. It was survival .

Essence

PRISON was a cry from the soul. My overcoming. My sacrifice. So that each piece of this brand carries more than just design ; it carries intention . It's the clothing worn by those who transform scars into symbols. Those who have a story to tell, even if no one asked. Those who go against the grain with elegance and purpose. That is the essence of PRISON.

Manifest

We don't follow formulas. We don't sell fashion hype. We create with soul , with direction , with truth . Each collection is born with context, with history, with aesthetic and emotional intention.

Welcome to our world. You're not just looking at clothes. You're discovering a story that literally started from scratch, even before it became fashionable.