Demetrius Williams is the founder of GHSL WEAR®, a fashion brand that is perfect for those on a journey to success. Demetrius is a spiritual entrepreneur who has enjoyed every step of the journey to get to where he is today and he won’t let a global pandemic stop him from achieving his goals.

We spent some time with him to find out more…

Tell us the journey that lead you to launching your coaching business, GHSL Wear…

We started out as a music group in 2009. Whilst on tour we would sell merchandise with our logos and artist name. Our supporters at these venues loved the products we had for display so i knew we were on to something.

Grind hard, sleep less is your motto. Why is this important to you?

Grind Hard Sleep Less is important to the movement. In this world you have to put in the work to achieve your goals. You can’t be lazy. Success doesn’t come around if you’re an unproductive person or have a lazy mindset..

Who’s your ideal customer and how do you want them to feel after wearing your clothes?

Our ideal customers are those that can afford us lol! And those that have a purpose and hunger to achieve their goals and are on that journey to success, you also have to look the part and that’s where we come in.

You have to put in the work to achieve whatever goals you set for yourself. We would like to accompany those goal setting people on they journey to success with our fashionable garments. So when they put on our garments, they feel prideful.

For any aspiring fashion designers, what advice would you offer to those that are just starting out?

Don’t focus on the things you don’t have. Focus on the things you can control. Like creating a good quality product and then create a strong team of like minded individuals.

Looking back since you started running your own business, is there anything you would do differently?

No, there is nothing I would change. Everything that we have been through has created a strong brand.

Being an entrepreneur, your greatest attribute is “improvising”

If you could speak to your 18 year old self, what advice would you give him?

I would tell myself to always listen to my inter self. Never give up, stay focused.

What has 2020 taught you about yourself?

That even through a global pandemic, I can’t be stopped. My mind is even more focused on the growth of GHSL WEAR®

What does self care mean to you?

Self care means a lot. As the leader of this ship, my mind has to be strong and calm. I can’t lead if I’m stressed. You have to calm the sea and listen to your inner self. Being an entrepreneur is also a spiritual journey. A lot of decisions are made on a spiritual aspect, because most likely, you’re making a decision on something you never did before..

Our readers love to travel, what destination is at the top of your bucket list?

Jamaica. Because it seems to have an abundance of colour. I love the vibrant colours that Jamaica offers. From the people, to the landscape, the food and the music. As a designer, all those adjectives help me to stay creative.

Talk us through an average day in your life…

Well, first I wake up and give praise to the most high for life (remember being an entrepreneur is very spiritual) then I get a cup of coffee. After coffee enjoyment I usually read my emails and contact whoever I need to contact and after that I head to the shop where I meet up with the team to give them instructions on our day/week endeavours.

Where can people find out more?

They can go to our instagram @ghslwear to see upcoming events or upcoming garments that will be released. And they can also purchase on our official website


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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