Meet Greg Morton | Writer | Entreprenuer

We had the good fortune of connecting with Greg Morton and we’ve shared our conversation below.

Hi Greg, why did you decide to pursue a creative path?
Ever since I could remember, I have always thought of art as a form of storytelling and expression. As a kid I was recognized by family and friends as a prolific, imaginative, and visionary character. In high school, my college-prep pathway was Creative Arts for Social Transformation (CAST) which focused on teaching students a variety of creative academic mediums. During my free-time I would sketch and write stories about whatever came to mind, such as picturesque buildings or local skaters in street fashion.

As a Bay Area native where the fashion scene isn’t as big, it wasn’t until I moved to Los Angeles and lived amongst many creatives who had a passion for the arts, that I started to feel comfortable expressing myself through my clothing. While attending Loyola Marymount University I was inspired by how confident and swaggy students looked walking campus in their fits. It was almost as if whatever they wore helped boost their self-esteem. Every day was a fashion show where students put their best foot forward and created an ensemble they loved.

After graduation I realized I wanted to be the boss. The owner of a business that helped people exude confidence through their sense of fashion. I started my streetwear clothing brand, Keep The Family Close (KTFC) where my goal was to produce pieces that spoke to those who shared similar stories of inner-city yutes who felt misunderstood.

I created KTFC while studying for my Master’s in Fine Arts: Film & TV in Screenwriting at Pepperdine University. I would sketch out ideas, draft designs, and test different fabrics in the Los Angeles Fashion District until I could afford the production. Eventually, KTFC emerged, launching its first drop in 2018.

My vision is to inspire inner-city youth and future generations by engaging them with my brand’s visual storytelling as a reminder to tell their own story and find meaningful expression through their fashion.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I come from a neighborhood where the only thing promised was prison or death. It was not easy getting to where I am today. I had to learn to be coachable and have the willingness to learn from those who took steps in the direction that I wanted to head. I learned how to overcome my challenges by facing them head on, staying positive, and surrounding myself by like-minded individuals. Growing up there was not many people I looked at as role models, there was mainly people I did not want to be like when I grew up. I realized this when I looked around me and saw that my goals to go to college or become a businessowner was not common in my neck of the woods. My interests to those where I grew up were considered “too white” or farfetched. And I was considered “too black” for those in the suburban area I had moved to as an adolescent. When I thought about where I stood on a spectrum in life, for a long time I could not figure it out. In college, I finally figured it out… I view myself as a misfit, and I make it a point to express that through my work—whether it be what I write or what I wear.

At an early age, I learned that I wasn’t born with a silver spoon but I had to understand to roll with life’s punches in order to get to where I want to be. There was also many other takeaways, like to never take life for granted, you only get what you put in, and you grow through what you go through. With all of that, what I stand for as a writer and my brand’s visual storytelling is gentle reminder for people to always tell their own story and find meaningful expression through whatever they do.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend is visiting the city of Los Angeles. I would take them on a morning hike in the Santa Monica Hills, specifically Los Leones Trailhead. We would then head to wind down at the view near the Santa Monica Pier. Over at the pier we would rent out bikes to ride across the beach from Santa Monica Beach to Venice Beach and then back. Shortly thereafter, I would take them to brunch at Crossroads Kitchen. Eventually I would offer to the option to grab Alfred’s Coffee or Boba Time. Then, I would take them to Melrose and The Grove to check out the shops. If they are feeling hungry then I would suggest Tatsu Ramen (West LA) or Jon & Vinny (Brentwood), which are both my favorite places to frequent.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost, I would like to thank my parents for their unwavering support and always being a constant reminder of how close to the finish line I am from where I started. I also would love to thank my brother, mentor, and one of my closest friends for not only encouraging me to continue developing my clothing brand and writing but also offering the mental support I never knew I needed. It is because of my solid support system that I know it is okay to fail during my learning stages but to never let failure consume my mind… and anything I could see, touch, or put my mind to is possible.

Website: keepthefamilyclosela.com

Instagram: instagram.com/westsidegregg

Image Credits
For the professional images of myself I would like to credit photograph: Cécile Boko.