About us

P.H.E.I.T (pr. fate) is an acronym which stands for Positive, Humble, Encouraging, Intelligent, Talented.  It's a lifestyle, a lifestyle that we portray through fashion.

PHEIT's story is a testament to the power of passion, creativity, and the belief that fashion can be a force for positive change. Founded in 2015 by Donte Johnson, a native of the vibrant and diverse community of Compton/Lynwood in Los Angeles, the brand emerged from a deep-seated desire to transform not just clothing but people's lives. Rooted in Donte's deep observations of how fashion influences mood, self-esteem, and social interactions, PHEIT was born as a vehicle for empowerment. With sustainability, quality, care, and creativity at its core, PHEIT stands as an embodiment of its five foundational principles: Positive, Humble, Encouraging, Intelligent and Talented. Through each garment and collection, PHEIT aims to inspire, connect, and uplift, reflecting the unique blend of culture, creativity, and inclusivity that characterizes California. This brand story is a testament to Donte's unwavering commitment to make people not only look good but also feel great, fostering a global community united by the shared values of empowerment and self-expression.