“It’s Ugly Out Here” T-shirts go viral - Time Out Chicago: "On a recent rainy Thursday afternoon, Romell Lawrence and Yanier Moore (who goes by “Blak”) are hard at work—which is to say, the two men behind Elemental Apparel are driving around Bronzeville, selling T-shirts at ten bucks a pop out of the back of a gold Pontiac Trans Sport minivan. All the schools in the area just let out, and every few minutes, Lawrence’s cell phone rings with a new order.

Near 46th Street and Ellis Avenue, Armanie Dameron, a 15-year-old Dunbar Vocational Career Academy High School student, bounds into the rain from a high-rise apartment, clutching an umbrella and $50. “I need one for me and one for my auntie, my mama, my sister and my other auntie,” Dameron says. Though Elemental Apparel (773-299-4771) sells tees with several different slogans—“Ain’t No Money,” “Miss My Projects,” “Stop Phony Kickin’ It”—Lawrence knows exactly what she wants: five shirts emblazoned with the phrase “It’s Ugly Out Here.” On the back is a poem by Blak, a laundry list of hard times: pregnant teens, unpaid loans and “plenty of sisters in debt.” When asked why she and her family want the shirts, Dameron exclaims, “’Cause it’s ugly out here for real! They’re telling the truth.”"

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