Inside The Designer's Mind: EEEUREEKAHB

I had to cover this story—no question. We’ve been tapped in for a long time, and I’ve watched EEEUREEKAHB grow from early designs into something that really stands on its own. I still remember pieces like the PLAYdana, For Your Sleepers pillow collection, Fifthelements, and the pink-and-brown classic polo that reminds me of strawberry and chocolate ice cream. Each design is timeless, distinct, and unapologetically original. Those weren’t just clothes; they were statements.

What always stood out to me is how EEEUREEKAHB has stayed culturally relevant without chasing trends. In a space where so much starts to look the same, she’s carved out her own lane and stayed true to it, grabbing the attention of big timers, such as Daniel D'artiste and Rayan Lopez (to name a few). Even recently, seeing the limited denim drop, it was one of those moments where you just know it’s going to hit. The vision is clear, and the execution speaks for itself.

More than anything, I respect the consistency and the intention behind the work. Every piece feels like it comes from somewhere real, whether it’s rooted in nostalgia, storytelling, or pushing design forward. So I wanted to sit down and really get into what’s behind the brand, the mindset, and the story EEEUREEKAHB is telling through it all.

Killa Abstract: "What's the real story you're telling beneath the design? In other words, what is EEEUREEKAHB to you?"

EEEUREEKAHB: "When I release a project or collection, I like for it to tell a story—from the movies and shows I watch to things that remind me of my childhood and teenage years. For example, CSNKC, Where The Playas Play, and My Momma First Millionaire Child [were/are] meaningful drops to me and those are my favorites. EEEUREEKAHB is a part of me, will always be, and is bigger than me. 

When I design new pieces, I really like thinking outside the box because why not? Why keep trends going when you can start a new one? My brand will always stand out from others because so many brands are doing the same thing. So when I design for EEEUREEKAHB, I think about something timeless—something you can pass down to the next generation and so forth."

K: "Ain't that the truth? I noticed a lot of brands are doing the same concept nowadays, so I definitely agree with you there. There's no originality or much thought put into the designs. Folks just see it as a way to make a quick buck instead of taking the time to actually design and learn about the fashion industry. To me, that's unfair to those with real talent. As for your work, how do you know when a design is finished and not overworked?" 

EEE: "The feeling is amazing when I know the design is complete. It's a feeling of happiness. It's a feeling of this is game changing. It's all smiles because you work on something for months, or you'll have designs just built up in your mind from over the years and finally wanna give it a try. I start all of my designs from scratch, so I add more and take away as I work on the project, that way it won't be too much. All of my overworking and overthinking comes in the beginning which is what I love about me sometimes. Pieces will be in production and I'll make last minute changes from looking at the samples I have on hand." 

K: "Was there ever a concept you loved but had to get rid of? What's been your most personal piece so far?"

EEE: "It's this project, Ghetto Hood Art Rats, I did years back. It was just something personal for me that I have never officially released, but that's a project I would love to tap back into and see where it goes. My most personal drop was Creators Shall Not Kill Creators. It was inspired by Planet of the Apes, and the graphic design was inspired by Andy Warhol's and Jean-Michel Basquiat's collaboration. Just pushing the message of helping other creators, and I wanna do a festival some day. It'll be called CSNKC and it'll have all kinds of creatives to keep pushing the message helping others."

K: "Yo, when you have the time to drop or even just start working on that project you never got to release, you gotta hit me up 'cause I would love to see the whole process!

 

I love the message behind CSNKC because even though it may not be physical, a lot of creatives are "killing" other creatives by simply not supporting one another. As someone involved in the music industry, I've noticed that many artists want support, but don't give back the same energy that they receive from others. It feels very conceited and one-sided. You cannot grow like that as an artist. 

There's also a lot of jealousy and with that, you have to be careful. As creators, we should be uplifting and networking with each other—not be fake, shady, or go behind one's back to steal someone's resources when they've could've done the hard work themselves. Some will watch to just to see what you do, in other words, they're a monitoring spirit. 

With that being said, I'm hyped as hell at the idea of you starting your own festival with such a strong message 'cause that's something we need. I believe in you, you're creative as hell.

Something I wanted to touch on next was how you managed to stay consistent and original without following trends, so I had to ask, what separates your work from mainstream designers?"

EEE: "That it’s not mainstream. My brotha Jeremy and I talked about this a while ago; being mainstream is cool but being lowkey is amazing. Having big time people in your pieces is amazing in itself ‘cause they see the vision of something different, something everyone doesn’t have and that brings joy to my heart. 

In mainstream, everything is the same. If you’re a designer, you pick up on that kind of stuff fast and then when you blink, everybody has the same thing with just a different name and different logo, but the colors and material are still the same."

K: "For someone who wants to get started in the fashion industry, what’s some honest advice you can give?"

EEE: "Don’t be a follower, be a leader. That trendy stuff will throw you off because it’s like let’s make a few fast dollars and forgetting what you doing it for. Trust me, I know. Design what you like!

My brotha Jeremy told me it's more than just printing on shirts, and he was right because it’s deeper than that. It’s about fabrics, textures, patterns, and details. Always create your own lane. Don’t be afraid to research or ask questions. And, most importantly, don’t be afraid to learn. It’s okay to be a student because eventually you will become the teacher."

K: "Such a powerful message and I strongly believe that's something everyone needs to hear, outside of being an artist as well. Earlier, I mentioned you released a few pairs of jeans. How do you see your brand evolving next?"

EEE: EJEANS were something I always wanted to try but I was always worried about the "E" because I wanted the back to be a BIG uppercase "E". Being in Texas, I decided to do a couple of pairs along with a few tote bags, and the design came out beautiful. I got great reviews on them, and I even sold a pair.

EJEANS will be a thing. That’s something I’ll be releasing this year but it will not have the "E" on the back of the jeans. Sorry if people were expecting that, but the hand-painted EJEANS will always be around for anyone who wants a pair, of course.

My brand will be evolving into small home good items at first, and then I’ll move on to the bigger pieces."

K: "It's a very good thing that you've dabbled into the jean market because many people limit themselves to only t-shirts and sweatsuits. And to know that you're expanding to home goods? You're definitely doing the damn thing. I wouldn't be surprised if we get a fragrance collection from you soon!

Are there any designer's you'd like to collab with?"

EEE: "The designers it’ll be an honor and blessing to work with is Jeremy Lesure, Rgbtwon, and Meezan.

I just love what those guys do from their designs to their use of textures and different fabrics, and how they're not afraid to do what needs to be done in this fashion world. They’re not scared to step outside the box and just do it."

K: "For those who are out there wondering, where can they find EEEUREEKAHB?"

EEE: "You can find EEEUREEKAHB products at eeeureekahb.bigcartel.com

Available in store at 78 Pinson Street Newnan, GA, 30263."