Upright life — The Brand Story

My story — by ZIO, founder of Upright

I am a student, currently doing my medical degree. And like most students, I’ve always wanted to earn money — not just a little, but enough to change my life. I’ve always wanted to be rich, rich like crazy. But more than that, I’ve always wanted to build something that meant something. Something that carried a purpose.

I’ve always been obsessed with the Northeast — its stories, its energy, its culture. Everywhere I looked, people were wearing Western, Korean, or African designs. But no one was wearing anything that represented us. No one was wearing the Northeast. That’s when the idea hit me — what if I could do something that connects my obsession with my dream? What if I could create a brand that represents the Northeast and at the same time build a business around it?

That’s how Upright was born. The name literally means up and right — 45° on a compass — and that direction points to the Northeast. Upright isn’t just a word; it’s an identity. It means living with confidence, standing tall with your roots, and never being ashamed of where you come from. That’s why the motto is simple — Live It Loud.

When I started, I didn’t have any experience in design. I wasn’t an artist. I was just a medical student with a big dream and no money. I took my college fees and bought the cheapest iPad I could find, along with a third-party pencil. That was my first investment. I started sketching ideas that came from everyday life — things I saw around me, the patterns, the culture, the rhythm of the streets. I thought, what if these could live on clothes? So I kept designing. I kept learning. I spent nights sketching, redoing, imagining how our stories could look cool on a t-shirt.

Finding a manufacturer was the toughest part. I called hundreds of them. Most rejected me, some laughed, others quoted prices I could never afford. It took me over two months to find one who agreed to work with me, even though it was expensive. But I had no choice. Meanwhile, people around me were joking — “Bro, you’re really starting a brand with your college fees?” They didn’t believe it would work, and honestly, even I wasn’t sure. But I had a vision — to prove that the Northeast could be a trend, a movement, a legacy.

The turning point came when I showed my first few designs to my friends. A few of them said, “Bro, this actually looks amazing. I’d wear this.” That was the moment I knew Upright wasn’t just a dream anymore. It was real.

Upright is my way of showing that our culture can be modern, stylish, and global. The designs are bold but not loud, rooted yet modern — a perfect blend of streetwear and tribal identity. I want people to wear Upright and feel proud. I want them to remember their roots, to live with confidence, to carry their story on their sleeves.

My goal is to build a million-dollar brand that represents the Northeast globally — a brand that inspires people to believe in their identity, to take pride in their background, and to dream without limits. Upright is not just about clothes. It’s about turning identity into opportunity. It’s about showing that pride and ambition can coexist.

I started this as a student, with no experience, no money, and no business background — just a crazy dream and an obsession with my culture. And that’s exactly what Upright stands for. It’s for everyone who dares to dream big from a small place. It’s for everyone who chooses pride over doubt.

Because life’s direction is simple — always go up and right..

Live It Loud. Live It Upright.