The Rundown Take
From Mississippi to a 400,000-Square-Foot Warehouse: Reggie Jenkins on Building "Now You See Me" From Nothing
On this Winning At The Game Of Life sit-down, Devin welcomed Reggie Jenkins, founder and CEO of the apparel and branding company Now You See Me, for a conversation about earning everything the hard way — from a childhood in Mississippi to a 20-year run building businesses in Georgia. It wasn't a clothing pitch; it was a blueprint for building a brand people trust.
Key Takeaways
- Reggie moved to Georgia at 18 with nothing given to him — his own words: "I had to earn everything that I have received."
- Now You See Me isn't just apparel — it's a full-service branding shop: clothing lines, original theme songs (to dodge copyright issues), model photo shoots, video production, digital ad campaigns, printed flyers and street-team distribution.
- Twenty years in the entertainment and branding business, built on a film company background he folded into Now You See Me's foundation.
- Five-year goal: a 400,000-square-foot warehouse, at least 50 employees on good salaries, and Now You See Me product in every U.S. state — hopefully in three years, not five.
- Design process walked through step by step: payment up front, customer sends reference examples, the team builds 3-4 mockups, hand-drawn rough sketches get digitized, and the finished design belongs 100% to the customer — no ownership retained.
More Than Clothes
Reggie was blunt that he doesn't want customers buying into the clothes so much as the statement behind them — the idea that when someone doubted you and you did it anyway, "now you see me." He walked through the full pipeline a client gets: brand concept, theme song, photography, video treatment, digital ad rollout, printed flyers, and even boots-on-the-ground distribution, all positioned as the "in-between" work that most people skip past on the way to the finish line.
Fatherhood and the Flagship Store
Asked about the five-year vision, Reggie didn't stop at revenue targets. He talked about wanting to open a flagship store that gives back monthly — and specifically to single fathers, a group he said gets overlooked compared to mothers and kids in most brands' giving-back messaging. As a single father of four himself, he framed the whole company philosophy around problem-solving over selling: how a business treats a customer on the one bad transaction out of twenty, he said, is what actually earns loyalty.
"Ten losses can be completely made up by one win — that's the biggest focus."
Reggie closed by pointing listeners to nowyouseeme.com and the Now You See Me Brand pages on Instagram and Facebook, inviting anyone skeptical to check out a pop-up shop in person before trusting the brand on word alone.