Our Roots...

The story of Onassis Krown begins with Lateef Warnick and the streets of the South Bronx back in the 70's. Lateef was raised in the South Bronx & Miami and got to see the birth of hip-hop firsthand from the pioneers. During this era, young Blacks & Hispanics, facing poverty & crime, began to steer away from the gangs to begin to express themselves more artistically.

See, in hip-hop there are the five elements of the culture including the DJ (music), the MC (storytelling), (break) Dance, Art (graffiti) and Fashion (style)! Groups like Grand Master Flash & The Furious Five gave us "The Message" which told us a story of street life but, more importantly, that there was a better way out. See they didn't glorify crime, drugs or violence but simply told you of these challenges they faced in the hood but still inspired listeners that music and ambition was a way out the streets. This exposure and upbringing planted the seeds for Lateef's entrepreneurial spirit, the blueprint for the Seven Jewels and the desire to inspire!

While serving 10 years in the Navy, Lateef, attended college (Savannah State University) where he would pledge Alpha Phi Alpha and would assume one of his line names - Black Onassis based on the appearance that he had a little paper. Later after separating from the Navy, Lateef would return home to the South Bronx to start an independent record label by the name of Worldz Finest Enterprises and would assume the stage name A.L.I.A.S. which was an acronym for "Another Life Is Another Story" which attempted to personify the many walks of life that he experienced. One of his monikers would become Onassis Krown representing the swag side of his personality. This would eventually give birth to his fashion clothing brand.

"We can go round for round, down for down, pound for pound, now all I want to know is tell me where's the krown?!" - A.L.I.A.S. from the song "American Dream"

Our Inspiration...

Lateef wanted to create a brand that was born from hip-hop and will always maintain its roots but wanted to also inspire the individuals from his home, and others like his, that there was more out there in the world to see and that no one is trapped nor needs to be solely a product of their environment; especially if it is one of crime, drugs and poverty. Lateef wanted to show his peers that anything is possible; even a life of luxury! 

One of Lateef's favorite movies was The Thomas Crown Affair. This would become a foundational piece of his brand but as we always do in hip-hop, we like to remix things to add a little more swag to it. So, Onassis Krown was inspired by two figures; one real and one fictional. The "Onassis" which is a Greek derivation of Osiris (an Egyptian pharaoh), comes from Aristotle Onassis who was once considered the richest man in the world. Thus, it represents wealth, success, power & abundance. Yet it also represents the struggle. See, Onassis' rise to the pinnacle of fame & wealth was very unlikely. He was born to a merchant family that lost everything in the aftermath of World War I. After relocating from Greece to Argentina as a virtual refugee, living in the hood, Onassis managed to enter the importing business and by the age of 25 had become a millionaire. He is the epitome of overcoming humble beginnings and showing that anyone can be successful. He later married Jackie Kennedy years after her late husband, President John F Kennedy, had been killed. They both were known for their luxurious sense of style & fashion!

The Krown comes from the movie "The Thomas Crown Affair" played by Pierce Bronson (former James Bond) and thus represents royalty & adventure. The character Thomas Crown was a wealthy billionaire with a strong fashion sense and swagger who was an adventure-seeker, business mogul and ladies man! He stole a priceless painting from the Metropolitan Museum of Art in NY and then returned it, just for the challenge of it. Thus was born Onassis Krown spelled with a "K" to represent Knowledge & Kings and to give it an urban hip-hop flair! This again is what hip-hop is about, we take elements from the world around us and remix it to make it something fresh and new and to tell a new story from it! As a combination of these two figures, our brand is designed to inspire the wearer that anything in life is achievable but to remember to always have fun in the process of pursuing your dreams! 

"If you like the finer things in life... it's OK!" - Onassis Krown

 

Our Brand...

Following in the footsteps of Ralph Lauren, a fellow Bronx-born native, Lateef understood that in order to create a successful brand, you not only have to have unique & quality products but you must distinguish yourself from others. In order to truly "ground" this lifestyle brand, Lateef felt it was important to give it historical context to let his wearers know that this is somewhat of a renaissance; that we are not creating anything new rather we are reincarnating an era of Kings & Queens that existed before. This is best seen in podcasts like The Alphamist.

So to better understand this mission, we must go way back in time to Kemet (the original name of Egypt) which simply meant "Black Land." Here one of the most prominent Kings (later on known as Pharaohs) was Osiris. He was considered the Lord of Death & Rebirth. Similarly, here at Onassis Krown, our aim is help our patrons be reborn from their old ways and born anew into the "Kings & Queens" we were meant to be! When we use the terms King or Queen, we do NOT mean to have dominion over others but to rather take control of your own life and restore your own Divine royalty in body mind, spirit & home (your castle). So when you see the initials O.K. or Onassis Krown, you should think "ORIGINAL KINGS!"

Hence, one derivation of our spelled-out logo shows the "O" in the Onassis name with our signature logo which represents our "crowning achievment"; reminding supporters to always WEAR YOUR KROWN?! The "A" in the Onassis represents our 2nd jewel "asset ownership" but is also replaced with a pharaoh who were once the original kings of Kemet and is a reminder to know your history and beginnings. The ancient Egyptians along with the Pyramids of Giza had a connection with the stars of Orion's Belt. Orion was known as the hunter and we encourage Onassis Krown wearers to always "hunt" for knowledge and a better quality of life.

The two "S" in Onassis are shown as dollar signs representing not just wealth but financial wellness & strategic education which are two more of our seven jewels.  The "I" in Onassis is shown as the ancient hieroglyph known as the Ankh which represents the female & male principle and united represent "life" (healthy living) and "family" which are another two of our seven jewels.

The "O" in the word Krown is replaced as a Ouroboros which is a "snake eating its tail" which symbolizes wholeness and infinity and the last two of our seven jewels to include spiritual growth & paying it forward!

 

Our Culture...

To truly be a lifestyle brand, you have to do more than just create a brand story. You must create a community! In order to create a community, it must have a culture. The best way to achieve that goal is to create a "philosophy' and to unceasingly tell the public, and hence community, what you represent and what makes your brand different. Again, coming from some tough neighborhoods, Lateef wanted to uplift, enlighten and inspire his community, so he created the Seven Jewels of 1. Financial Wellness, 2. Asset Ownership, 3. Strategic Education, 4. Healthy Living, 5. Family, 6. Spiritual Growth and 7. Paying it Forward to help you reach new, unprecedented heights! From the underground streets to a global enterprise, we promote a "return to royalty" renaissance. To take it one step further, he wrote the book "Wear Your Krown: The Seven Jewels for Building Kings & Queens" to encapsulate this lifestyle.

The culture of Onassis Krown is rooted in empowerment, authenticity, and legacy. At its core, the brand is more than fashion—it is a movement that encourages individuals to wear their crown with confidence and purpose. Every design carries symbolism tied to strength, wisdom and self-realization, reminding wearers to embrace their individuality while honoring a collective mission of growth. This culture is steeped in the idea that true wealth extends beyond material possessions; it lies in spiritual wellness, knowledge, family and community. Onassis Krown fosters a lifestyle where style is not just external expression, but also an internal reflection of personal power and alignment with higher values.

Community and connection play a vital role in the Onassis Krown ethos. The brand seeks to build a kingdom of Kings and Queens, where each person contributes to the elevation of the whole. Its culture encourages collaboration, giving back, and inspiring others through the seven jewels. By blending creativity, fashion, and philosophy, Onassis Krown creates a cultural space where people do not simply consume a brand—they live it, embody it, and share it as part of a greater legacy.

In a nutshell, our culture is about inspiring our supporters and the world at large to carry themselves with dignity, class and wisdom. The best way for people to change their lives is to first know better and then they can do better. Our seven jewels are essentially in place to help each person - Look better. Feel better. Know better. Do better. Love better. Live better. Learn better. Lead better. We've created a Facebook group as part of this community as well as leverage all of the social media platforms to connect with others and continuously share uplifting images, messages, quotes and articles.

 

Our Lifestyle...

Our motto is "Strive for Perfection; Settle for Excellence!" We ask what good is wealth without health or love without financial stability which is why we espouse the Seven Jewels as a lifestyle to promote high character and well-being holistically. So while some others may give you a brand story; we put our money where our mouth is by giving you an entire lifestyle based on these essential pillars to high-quality living and thus not only ask but inspire wearers worldwide to always... "WEAR YOUR KROWN?!"

Our aim is to inspire and uplift individuals to become the best version of themselves. We achieve this goal through not just our products but our branding, podcast, self-help books, informational blog, community involvement, life coaching, marriage counseling & healthcare advocacy. These services are provided to help build confidence, self-esteem and knowledge. We are a "rags to riches" story; a story of overcoming and triumph! Our goal is to show the less-fortunate that by changing their mindsets, they can change their experiences and the world at large. 

Many of us were not giving good examples of relationships, marriage, parenting or life skills, so we attempt to share a lifetime of experiences and wisdom attained to those who never had good role models or mentors. We are a veteran & Black-owned clothing brand and part of the proceeds of all of our sales go to help victims of substance abuse and domestic violence. This is just one of our ways of giving back to the hood and our humble beginnings. Our goal is to lead the world at large to take charge and create a better life for themselves, their families and the masses. This is our mission!

 

Our Podcast... 

In a world constantly saturated with noise, advice, and trends, we wanted a platform that not only cuts through the clutter but also carves a royal path of its own—The Krown Affair. This isn’t just another self-improvement podcast. It’s a movement. A transformation hub. A royal proclamation that greatness is not a matter of luck, but of lifestyle. Follow on YouTube, be a guest, check out our Rate Card for advertisers, pay online and even take advantage of financing options.

What sets The Krown Affair apart is its deep-rooted philosophy based in the Seven Jewels— a guiding framework designed to build Kings and Queens in body, mind, spirit & home. This isn’t about temporary motivation. This is about meaningful, lasting change. Through intimate interviews and candid conversations with entrepreneurs, experts, and visionaries, The Krown Affair opens the door to powerful journeys, practical insights, and the raw reality of what it takes to live with purpose and power.

Whether you’re just beginning your personal growth journey or are seeking to fine-tune your life's mission, The Krown Affair is the podcast for you. This guide explores the vision, impact, structure, and gems behind the show—and how tuning in can help you not only wear your crown but earn it every day.

Every episode of The Krown Affair feels like a masterclass fused with a soulful conversation. With a tone that is warm, wise, and occasionally humorous, Lateef guides the show like a royal mentor—never condescending, always empowering.

Here’s what you’ll typically find:

• Authentic interviews with changemakers who’ve earned their crowns through trials, setbacks, wins, and breakthroughs.

• Actionable insights and lessons listeners can apply immediately—be it a financial habit, a morning routine, or a mindset shift.

• Unfiltered stories of failure and comeback that build connection and crush the myth of overnight success.

• Cultural relevance that speaks directly to the modern experience—especially in communities that often go underserved or misunderstood.

• Spiritual nuggets that leave you feeling centered and inspired, no matter your walk of life.

Every story on The Krown Affair is both a mirror and a map: it reflects what’s possible and guides you toward your own greatness.

 

Our Future... 

You could've been anywhere in the world but you chose to be here. With thousands of online stores, you took the time to visit us... we sincerely thank you! Thousands of customers in 100+ countries have joined our lifestyle movement generating millions of dollars to help the less fortunate. 

Lateef created Onassis Krown in 2000 as one of his hip-hop aliases as a stage name that would evolve over two decades and culminate in 2020 to become a brand for those who have overcome disadvantage to create a better quality of life for themselves and seek to be a positive example for others! Lateef was blessed to see the birth of hip-hop while also enduring the crack epidemic. As many from humble beginnings know, it is easy to succumb to the streets. We provide streetwear and more designed to deliver a sense of pride and ambition to keep one's dignity in spite of their environment and to always choose the higher path. 

Onassis Krown is a luxury streetwear and lifestyle brand for the true fashion aficionado and style connoisseur. We specialize in wardrobe essentials, premium apparel, and timeless streetwear designed for men and women who value quality, individuality, and sophistication. Every collection is curated with purpose—blending modern fashion trends, bold design, and timeless elegance.

From designer hoodies, jewelry, and statement tees to elevated everyday essentials, Onassis Krown empowers you to wear your crown with confidence. Whether you’re building a capsule wardrobe or searching for unique streetwear pieces, we deliver style, comfort, and authenticity that set you apart.

Our brand is for those who aspire for more and for those who have "made it" and want to reach back to help lift others over "the wall!" All of our products are made with the highest quality fabrics, ingredients, expertise, knowledge, beads, stones, crystals, materials & love. Our aim is to never be stereotypical and to give you streetwear that is truly inspirational which is what hip-hop was born out of and has been the secret to its enduring influence. We deliver unique items that not only look good but feel good. Our vibe is royal, majestic, exalted, entrepreneurial, adventurous, urban and yet classy! 

Our vision is to be a complete provider of stylish fashion attire for men & women; those seeking a long-lasting, traditional style with an urban edge but without being overly faddish or a fly-by-night trend. We feel class never goes out of style! Our ultimate vision is for our wearers to understand that regardless of where you begin in life, it doesn't matter where you start but where you finish. We believe each and every man & woman is divinely created and as children of a Supreme Being, we are inherently "kings" and "queens" at birth. Our purpose to realize our true nature and to live in the image of the Most High.

From the underground streets to a global enterprise, we promote a "return to royalty!" Shop the hottest urban apparel 24/7 worldwide, enjoy fast shipping and follow us on YouTube, Instagram, Tik-Tok & FB to transform your life. A higher standard of living awaits those who not only seek it... but demand it! Join us as we venture to change the world and build Kings & Queens in body, mind, spirit & home! 

And oh yeah, BTW... WEAR YOUR KROWN?!

"If you like the finer things in life... it's OK!"

- Onassis Krown LLC

 

 

 

* A portion of proceeds from all of your purchases goes towards causes near & dear to our hearts here at OK which are supporting those coping with substance abuse issues and helping those in domestic violence situations.