From a town of 500 people to selling out streetwear drops, Nephew Milo breaks down the hustle behind Asaali. On this episode of The Truth Hurts, he talks about starting over in LA, turning his first clothing ideas into a business, and the Desto Dubb collaboration that helped put his brand on the map.Milo also reflects on his friendships with Drakeo and Swifty Blue’s collaborator Suede, the controversy surrounding the Melrose memorial mural, expanding into New York, and why a rapper’s followers don’t always translate into merch sales. Plus: leaving the streets behind, the real cost of making clothes, and his unexpected advice for anyone starting a brand.👍 Make sure you hit that like & subscribe team Chapters:00:00 Episode preview00:23 Meet Nephew Milo01:02 Small-town roots & moving to LA03:20 Growing up on Bay Area rap04:09 From making music to making clothes05:30 The first clothing idea & learning production07:20 Restaurant work & starting over in LA10:59 Selling out & connecting with Desto Dubb13:23 Moving beyond the cartel design16:10 Honoring Drakeo & Suede17:22 How Suede helped the brand reach new fans19:51 The Melrose mural controversy22:11 Police at the store23:12 Melrose’s new era & expanding to New York27:13 Who gets an Asaali chain?27:59 Fenix’s breakout & bringing LA energy to New York30:30 Keeping Suede’s legacy alive31:54 Advice for starting a clothing brand32:40 Failed collabs & expensive production mistakes34:21 Selling the brand & big retail offers36:24 The pill bracelet collaboration38:14 Unpopular truths40:21 The story behind Coke Fest41:27 Leaving the streets behind43:21 The collab that changed everything44:31 Favorite pieces & upcoming designs46:07 Why the clothes cost what they cost47:30 What Asaali stands for48:38 Outro📧 Email thetruthhurts@powmag.net for sponsorship opportunities. 📧🎤 The Truth Hurts is hosted by Jeff Weiss, Rosecrans Vic, & Free 🎤