Origin
Benefit Apparel’s origin traces back to 2008, when I (Jamar Stovall) launched my independent record label, Mic Benefit Music, named in memory of my late cousin, Michael Branch aka Mike Benefit.
By 2013, I had moved to Dallas, Tx, where I established myself within the local music scene as a respected independent artist. While performing at shows and networking with other creatives, I noticed many artists weren’t just selling CDs, they were also selling apparel with their brand names on it.
Inspired by the hustle, I connected with a shirt manufacturer in 2014 and produced my first t-shirts. Printed with big, bold letters across the chest was one word: BENEFIT.
I went on to release several t-shirt and hat designs under the Mic Benefit Music brand, planting the early seeds of what would later become something much bigger. In 2021, I officially rebranded and founded Benefit Apparel.
Inspired by African American culture and rooted in hometown Oakland pride, Benefit Apparel is a Black-owned brand committed to prosperity and abundance.
In 2023, we adopted the Black astronaut as our mascot to serve as a symbol of empowerment and represent our belief that there’s no limit to how far you can go or what you can achieve.
Our goal here is to BENEFIT the world.
Legacy
Benefit Apparel was named to keep alive the name, story, and spirit of my late cousin Michael Branch aka Mike Benefit. A victim of gun violence in Oakland, Ca, Michael’s life was tragically cut short on February 16, 1999, he was just 22 years old.
What began from loss became purpose, a reminder that even when someone is no longer here physically, their impact can continue to echo through generations.
Everything we build is bigger than clothing. It’s about inspiration. It’s about showing kids from Oakland and around the world that there is more for them……. more life, more purpose, and more possibility.
Through this brand, and through the name Michael left behind, we hope to inspire our people to see more in themselves and choose a path greater than the streets, crime, and violence.
Benefit Apparel exists to represent hope, ambition, and possibility; proving that no matter where you come from, there is no limit to how far you can go.
Impact
We hope to remind our community to dream big. One way of accomplishing this is through our Black astronauts, a visual reference for us to see ourselves in high places; with space symbolizing all things being possible and serving as a real-life example that infinity is real.
Your dreams are worth chasing. It’s Money Involved!
You have the right to prosperity. Benefit!
You only live once. Plant Your Flag!
