UNCP students create, design, market their own clothing line

By Kaleh Myers
Layout Editor
Oct. 29, 2009

Photo courtesy of Deadstars

A Deadstar female model showcases one of their original shirts.

For Desmond Latimore, a senior at UNCP, it is never too early to shoot for the stars.

Together with Theo Dickens and Brad Cambria, Latimore is using his skills as a business and marketing major to establish their new clothing line, DeadStars Company.

DeadStars Company was created by Dickens in 2008 after the death of his mother, Darlene Dickens. Dickens is also the main designer for the new clothing line.

Latimore, Dickens, and Cambria are hoping to position themselves in the world by producing exclusive, limited apparel. The company’s two slogans are “be humble” and “dare to be different.”

The company released their clothing line at midnight on Oct. 5 online at www.deadstarsco.com.

DeadStars Company clothing line consists of shirts for both men and women ranging from $28 to $36. Within the next few years the company hopes to offer belts, loungewear and hats. They also hope to open a store within two years.

Myspace, facebook, twitter and word of mouth were the main marketing tools used by DeadStars Company. On opening night the company reached its targeted amount of sales and were surprised to see orders outside of North Carolina being made.

The DeadStars Co. clothing line is a life style brand that represents culture and individuality.

The name of the company was created by Dickens but like the clothing line, it has a special meaning for each member of the company.

"Imagine waking at night and looking at the sky only to realize the sky was empty. There are no stars,” Dickens said. “It's a proven fact that these same stars that light up our sky are indeed dead. If death on earth is considered a tragedy, then why does society feel that stars are so meaningful? Taking that into consideration, DeadStars Company brings together a universe full of diversity. These dead stars are all the same. They serve the same purpose, which is to light up our sky and connect us all."