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Getting To Know YoItsModey: The Next Generation Entrepreneur Making Moves Through PUR3, Inc

July 7, 2022

Muad Elghanai, better known as “YoItsModey,” continues to make waves in music, brand development, and fashion design.

With consistency and creativity, Modey began to gain traction on Instagram. His account @yoitsmodey amassed over 300,000 followers. Modey is consistently developing a community and constantly networking with the people who interact and follow his page.

Modey and his brother, Taha, created a branding agency called Pur3branding, a platform that takes care of customer branding needs — from designing fashion products to getting them produced hand-made in Los Angeles. Pur3 Branding runs an entire operation in-house in LA for all manufacturing needs, cut-and-sew products, sublimation, and more. Modey said he and his brother envision a life that is not just filled with money, but also a sense of purpose as he expressed their goal to create a better world for the people of Benghazi, Libya.

We interviewed Modey about his upbringing, moving to Los Angeles, favorite inspirations, and tips for aspiring entrepreneurs.

Where are you from originally?

I am a first–generation child in the US from Benghazi, Libya, but born and raised in Mill Creek, Washington.

Where do you call home when you‘re not traveling?

I call Los Angeles my home because that is where my business is based. However, my home will always be where my mother is.

Road trip or staycation? Which is your favorite and why?

Staycation for sure. The last time I went on a road trip was in Arizona in May 2021. We were on tour with our artist (we do artist development/management) and we had a show in AZ, so we drove down there with our team. The show was successful and the next tour stop was in Houston for a sold–out show with don Toliver, so we drove to Houston the next day out of the blue, on–the–spot decision. I would say the experience was hectic, but the shows were sold out and the trip was a life experience I will not forget.

What‘s a typical day like for you?

A typical day for me cannot be described (haha), every day is different here in LA. I live a fast lifestyle. I always indulge myself in a variety of activities. I can say that a typical day for me always includes praying 5 times a day and hitting the gym. Other than that, daily, you can catch me indulging in different activities such as designing clothing, recording music in the studio, doing photoshoots, editing photos/videos, managing/developing social media pages for others, creating content for my business, responding to DMs, posting on Instagram, going shopping, and networking events and parties.

Social media is the widest used method of information sharing and communication, do you think that this will change or only evolve?

Social media is a game and a goldmine, and I have mastered it. It is used for information sharing and communication, however, I use it to make a ton of money. The way I use my Instagram draws clients and creates relationships by me portraying myself and my business in the best possible way I know. I provide value to anyone who wants to work with me. I‘ve worked with 500+ people through the Instagram app alone. Whether it‘s for clothing manufacturing, social media marketing, artist development, or photoshoots and video shoots, I can connect and establish relationships with people in the industry and create a community online. I think it will only evolve and get better as time moves on.

What was the inspiration for the development of Pur3 Branding?

Great question! This question takes me back to 2017, where the journey began. My brother and I, Taha Elghanai @pur3taha started a clothing brand. The idea for the brand came through a dream. In his dream, Taha was outside a club, and Wiz Khalifa walked out wearing a T–shirt with a pocket, and on the pocket was his face graphically illustrated. When my brother woke up, he created the brand in the next couple of weeks. The brand named PocketStarCo, started by drawing stars like Travis Scott, Drake, XXXtentacion, Migos, and Lil Uzi Vert’s faces graphically and putting them on a packet I–shirt through a printer at the mall. We then continued to draw favorite celebrities’ faces, such as Post Malone, Tory Lanez, Young Thug, Smokeokepurpp, Lil Pump, 21 Savage, Kodak Black, etc.

We ended up buying a t–shirt press and a printer and started producing all the products on our own. We created all the packaging, tags, labels, etc, and started to brand the product very well. The community and people around us started to like the product and we continued pushing; within a month of us showing the brand to our community, we developed a pretty decent fanbase.

We ended up creating a new XXXtentacion design and printing it. We heard there was an Xxxtentacion concert in Seattle, he just got out of jail and was booming! We direct messaged the DJ for the concert, DJ scheme, and offered him $200 (all the money we had) to wear the shirt. He agreed and said to pull up. So we go to the show and waited at the back door. No response from DJ scheme. People called us crazy for waiting so long and almost got taken out by security eventually, DJ scheme replied and told us he was coming to the back. He walked out the back door with X and ski and they say, “you guys with the shirts, come on” and they walked us backstage. The show was solid, and the energy X brought to the show was unreal.

He ended up passing us on stage (haha). People from our high school saw us on stage and were shouting at us from the crowd haha. Anyways, after the show, we ended up leaving the shirt with DJ Scheme and did a quick photo shoot with him. Still have those pictures. We connected with XXX‘s team and they loved the product, we exchanged information and that was that. Later that night, we see Ski mask posted on his story and XXX was wearing the shirt on the tour bus dancing, vibing. We were so excited, and astonished, words can‘t describe the feeling of seeing that. We ended up hearing back and they wanted to endorse the clothing brand for the next tour.

A lot more happened since then, but that was the fuel to the fire. We continued pushing the brand and building it up. Support in our hometown started to die down because the atmosphere for people chasing dreams was terrible in our hometown, especially when you’re starting to become successful. The brand was getting big, and we ended up classifying it as tour merchandise for artists and ended up doing tour merchandise for Post Malone.

Fast forward to 2019, my brother packed his bags and moved to LA, he had a one–way ticket, and nowhere to stay. He ended up linking up with S3RF, his friend from high school, who also lived in LA. He was the DJ and lived with Wav3Pop, a music duo who has been making waves in the LA scene. They ended up liking Taha and his talents. He ended up moving in with them and becoming a part of WAV3CR3W.

Around 6 months down the road in July 2020, during COVID time, no tours were going on. We were struggling trying to figure out what to do since Pocketstar was primarily bringing in revenue through tours. During the time I was gone, Wav3pop wanted to create a clothing brand, so they consulted with Taha and started the brand ON WAV3. This brand was a brand with a mission of “Creating the Wav3 that others would surf forever“, they created the brand and started producing a ton of new designs and clothing. A ton of work was put into this brand and was very successful during its time.

The inspiration for PUR3 Branding was because we created our clothing brand, saw success, helped WAV3Pop start their brand, saw success, so we said why don‘t we start a company where we help people start brands. That‘s when Pur3 Branding was born. We moved into our Pur3 manufacturing facility in January 2021 and started building an all–in–one manufacturing facility where we not only manufacture for brands, we also help them get branded and market the right way. An all–in–one digital marketing agency and clothing manufacturer.

What was one thing you did that exceeded your expectations when you began developing the business?

The number of different types of services and talents we offer. We put all our talents together and created this business. We put so much time and energy into developing and building this business. We spent countless nights up until 4 am working and working and working.

How do you separate fashion and style?

Fashion to me is the art of all types of clothing, whether it‘s through custom patterns, design, fabric, garments, etc. Fashion is a general term to describe clothing, while style is utilizing what fashion brings to create outfits. Style is distinctive to every individual, something that is my style is not someone else’s style.

What does success mean to you? What are your rules for success?

Success to me is fairly simple. Success can be achieved in all areas of life. Although, there are ranks to success, you have to gauge yourself based on the level you are at. For example, if I said “I‘m not a worldwide celebrity yet, so I‘m not successful” that is 100% not true. I measure my success daily ultimately leading up to the biggest success, feeling when my goals and dreams are accomplished.

I am successful at the end of the day if I was obedient to the highest, Allah — I prayed my 5 prayers, stayed away from any desires of the devil, was a good person, and worked my hardest on my goals and vision — this is my rule for success. I make sure I am successful every day before I lay my head for rest. My brother and I envision a life that is not just filled with money but also a sense of purpose. My main goal is to create a better world for the people of Benghazi, Libya.

The Fox Magazine is all about inspiration, what/who inspires you the most?

I‘m always inspired when I see someone who created something for themselves and is reaping the benefits of their hard work. I am and have always been inspired by my brother, Taha. He has always been the driving force in allowing me to believe in myself and my talents. He has the bigger vision and allows me to grasp that what we are doing is for a bigger purpose. He inspires me every day to be myself and live life happily. he is also very creative and inspires me to channel my creativity.

Another inspiration of mine is Wav3Pop. Ever since I‘ve met them both, Lanta and Great, they have been nothing but supportive and allowed me to grow and learn around them. From the way they lived their life, I was able to see how they lived on a different wavelength — their style, creativity, work ethic, and talents in both art and music always allowed me to see that it‘s possible to live truly how you want to live and manifest your reality.

Do you have any fundamental fashion tips for young professionals?

YES! A fashion tip that I have is that color coordination is key to a visually appealing fit. White with lighter colors and black goes with darker colors. I also recommend that you go all out if you are going to make a statement. Wear something that fits your body type and compliments your features.

What’s something people would be surprised to learn about you?

People would be surprised if they learned that I have memorized 78/114 chapters from the Quran, the holy book of Islam. It is a book of around 604 pages. I can recite it from my memory. I can read and speak Arabic.