The Definition Of Nyce

The Future We Are Creating

The brand represents a positive lifestyle; one of honesty, integrity, compassion, humbleness, and overall kindness. Those who live The DON Lifestyle are energized by the idea of making a difference, who understand that we cannot wait for other people to do the good that needs to be done, and who know that change from within is the only change that can stand the test of time.

The underlying premise of The DON is that every company can make a positive social impact. Businesses in every industry can set forth to achieve philanthropic goals and - even fashion. The DON is a call to social action, offering to break down social barriers and unite communities. With this unity, we sanction society to battle the greater challenges facing our citizens today. Those who join The DON Family walk the talk by being open-minded, honest, maintaining their integrity, and living their daily lives full of love & compassion.

How We Are Creating It

We are ridding the negative stigma that comes with style & attitude. People can have that edgy fashion sense and still be following an altruist path.

The Keep Love Alive collection was created as an avenue to spread love. None of the world's problems will ever be solved without love! The DON uses fashion and it's Keep Love Alive collection as a way to spread encouraging messages and create a positive atmosphere throughout our communities. To date, over 2 dozen shirt designs for both women & men have been printed and sold.

Our Story & Why You Should Support Us

A message from founder Daniel Rechel:

My seemingly altruistic work is merely the pursuit of happiness, and the recognition of a calling.

As a young adult, I took a look at society and myself. I saw how most of society and I were easily influenced by what I consider "negative role models" in the media & immediate surroundings. I also noticed, with disgust, the utter disregard for humanity that society and I seemed to have.

One afternoon (when kids are generally home from school) I heard these lyrics on the radio: "I can turn a Crack rock into a mountain" by the (talented) rapper Lil Wayne. My heart ached for all of the children who look up to this entertainer as a role model.

I was appalled, yet not surprised, when I listened to a group of 13 year old girls at Six Flags singing Birthday Sex ("Feels good, but I know you want to cry out / You say you want passion, I think you found it... Get ready for action... We switchin' positions...Just tell me where you want your gift girl / Birthday Sex").

I knew of all the fingers people point in society. Our citizens cast blame on the media, politicians, schools, parents, and whoever else is convenient. I realized that it is up to each and every one of us to take responsibility for guiding our youth in the right direction. If we continue to condone the destructive behavior and lifestyle, there is very little chance that we will be able to successfully battle issues such as poverty, early pregnancy, global warming, etc. I had to take responsibility for the 10 year old children in our communities shooting each other with guns. And to do that, I need to empower them. This is the only way to heal my broken heart. I acknowledged my calling, and the community service work will lead me - and those I inspire - to experience peace in our lives.

From the type of positive lifestyle I wanted to create, along came The Definition of Nyce, better known as The D.O.N. My partner (at the time) and I wanted to see change in the world. We wanted to affect this change not with another charity, but with a clothing line that cares about the community. The D.O.N. is a community-oriented clothing brand, promoting a positive lifestyle and dedicating 100% of the net profits to charities - therefore creating social change in our communities.

I am compelled to be active in my community, breaking down social barriers and uniting the demographics. My childhood "clique-free" personality has proven to be a gift that helps me accomplish this. With this unity amongst our citizens, we see peace between social groups. With this unity & peace, I call them to action! They acknowledge there is another way to perceive life. There is a new lifestyle just waiting for them to accept. I lead by example with honesty, open-mindedness, kindness, compassion, and understanding.

I challenge them to look at other things in life differently. Someone driving past you "too fast" might be rushing to a hospital with a medical emergency. The guy who "forgets to put his turn signal on" might have actually tried to put the turn signal on! Sometimes the light is broken and the driver isn't aware. These things happen. The average person may see an increase in blood pressure from these incidents - I merely ask them to consider a new perspective.

Practical skills such as multi tasking, networking, and organizing events have been invaluable qualities in guaranteeing that my efforts not be in vain. In addition, a humble frame of mind allows me to call for help when needed, and listen to others’ feedback and criticism.

I'm grateful for my ability to have a broken heart. If it were not for my heart being broken every time I encounter suffering around me, there may not be the same sense of urgency to see peace. Without that sense of urgency, I would not spend the entirety of my days calling society to action.

The community work has given me a sense of purpose and a feeling that I'm truly pursuing happiness. With all the tragedies and restlessness in the world, I've been able to accept peace into my life. It is with my work that I've been able to accept this peace. I lead with an aura of love and compassion; I believe that it is the responsibility of each individual to create a positive atmosphere for their communities.

For the youth that have somewhat given up on themselves and/or society has already given up on them, I have not. Instead, I take them under my wing and make them a part of my family (The DON family). The DON empowers the youth; making them believe in themselves and see the inner qualities they posses in which they can share with their communities and with the world as a whole. While I focus my energy on the younger generations, my passion often influences other adults in society to take this same positive approach to life. With this united effort to bring peace to our future generations, we inevitably find peace and love in our own lives. Without love, peace & compassion, the human race will have no chance at a sustainable society.