Detrimental Figures was built on a simple truth: perception rarely tells the full story.

Founded by William Noel, the brand was born from lived experience — navigating different environments, different cultures, and different expectations. Growing up between two backgrounds and constantly adapting to new spaces taught him early that identity isn’t something the world defines for you — it’s something you define for yourself.

Throughout his youth, he experienced disruption, misunderstanding, and judgment. But those moments revealed something deeper: people are often labeled by their circumstances, criticized for their mistakes, and defined by surface-level narratives — long before anyone understands who they truly are.

That realization became the foundation of the brand.

DETFIG — derived from “gifted” spelled backwards — represents duality. At first glance, it may seem negative. But its origin is rooted in something powerful. That contrast is intentional.

Detrimental Figures stands for individuals who have been misunderstood, doubted, or judged — yet continue to carry confidence, discipline, and belief within themselves. It is a reminder that not everything is as bad as it seems, and not everyone is who they appear to be at first glance.

What the world may label as detrimental may, in truth, be gifted.

This isn’t just luxury streetwear.

It’s perspective.