Ghetto is typically a term with a negative connotation. Neekko’s Enterprises LLC is changing that with their new line of merchandise. G.H.E.T.T.O. is an acronym for Guys & Girls Have Enough Talent To Overcome. The term was created by Neekko’s late grandmother who was also an activist and entertainer in the community of Los Angeles, CA. Now the legacy lives through Neekko and she’s pushing the message through t-shirts, hoodies, and other apparel. The social enterprise is taking donations in exchange for G.H.E.T.T.O. apparel in the “Education is Key” campaign. The campaign is inspired by Nipsey Hussle and his track “Dedication” is featured in the Education is Key music video, complete with a violinist cover of the instrumental and 12 local LA artists.
Now what does the ghetto have to do with education? You may be asking yourself that now. Neekko is here to remind people of the beauty, culture, and resilience that emerges from the ghetto. Truly, “impoverished” communities are cultural centers. The ghetto produces many of our favorite artists, athletes,creatives, intellectuals, and influencers. Just like the great Hussle, this creative sees hope and value in the ghetto. These shirts inspire people to see the ghetto for what it is- as a place that creates young people who have enough talent to overcome any obstacle. To give back and uplift this community- proceeds from merchandise will fund the annual scholarship which will reward students from South Central Los Angeles, CA.