When Kyle Simpson started his clothing brand, Brave Heart Attire, he didn’t have a business office, a laptop or reliable internet. What he did have was a prison cell, a notebook full of ideas and the determination to prove that redemption could be more than a word; it could be worn.

From behind prison walls, Simpson built an online clothing brand called Brave Heart Attire. Today, that same determination that kept his dream alive in a prison cell is fueling his future on campus at Fresno State.

At 17 years old, Simpson was facing a possible life sentence. Now at 23, he’s facing a new kind of challenge: running a business he created while incarcerated.

Simpson was 17 years old when his life took a turn he never expected in August of 2020. A ride in a car with two friends, an exchange of wax pens, a fatal incident and a moment of escalation he didn’t fully anticipate resulted in his arrest and the accidental death of one other individual, who was run over by the vehicle. 

Simpson was originally facing 15 years to life in prison, as prosecutors sought to try him as an adult using a false story from two other men who were involved in the incident.

“Three weeks before my 707 trial, they offered me a plea deal,” Simpson said. “Like a plea deal to drop three of the charges, like, completely, and then drop the murder charge from first degree to second degree. And so that’s kind of how it worked out for me. So, I didn’t even end up having the trial because they offered me a deal beforehand.” 

Although Simpson was just a passenger during the time of the incident, prosecutors and interrogators ended up using a combination of stories to present the case before the judge, which made Simpson’s involvement in the case look worse than reality, Simpson said. According to Simpson, the driver of the vehicle, along with the third man who sat in the back of the vehicle both told false and fabricated stories to law enforcement, which ended up being used against Simpson.

“One of the more notable things that I’m actually proud of is my website that I launched when I was in prison — Braveheartattire.com,” Simpson said. “And that was just something that kind of like started off as not really a game, but just as something that seemed cool, you know?”

While incarcerated, Simpson learned how to code and design graphics, which aided in the process of starting his online business.

“But the fact that I was given so much support with all the right people… I ended up launching my business,” Simpson said. “Just from the idea, from concepts, to making products, to making the website, to generating sales. Coming up with the marketing plans all from behind the set, like in the cell.” 

In an article published by The Voice of San Diego, Simpson expressed his frustration with the lack of opportunities in juvenile detention centers. Simpson, who was learning computer coding at the Ventura facility, said he was disappointed with the lack of programs at East Mesa, particularly a lack of job training opportunities.

“Kyle is one of the most genuine and inspiring people I know,” said Zaryn-Affonso Stiers, a close friend of Simpson. “Even after spending five and a half years in prison, he came out with drive and a heart full of kindness. He created his own business, Brave Heart Attire, as a reminder to just always be brave.” 

Stiers also said that no matter where Simpson is, people are always drawn to him and his positive attitude. 

While incarcerated, Simpson received sponsorships from Kathryn Limbo, the CEO and president of South Bay Community Services in San Diego, and the David Harp Foundation in San Diego, which offered Simpson help and support throughout his time incarcerated and the process of starting up his business.

His success continues to soar, but his past also continues to keep him grounded, as remaining humble is the most important aspect to Simpson.

“All I’ve been through, it’s like all about just loving other people and being as selfless as possible,” Simpson said. “And so I could have taken that, let it go to my head, all this stuff. But what I tell people all the time is like… I don’t go and open doors just so I can walk through them and then just let it be closed. I walk through the door to hold it open for everybody else to just keep coming behind me, you know?”

After turning himself in to the police and receiving the news that he would be potentially facing 15 to life, Simpson knew that the best decision would be to ask for a lawyer. Through his attorney’s guidance, he entered negotiations that significantly altered the terms of his sentence. Prior to getting his sentence reduced, along with some of the charges dropped, Simpson was facing a long and grueling path that would leave him locked behind the bars of prison. 

Originally, this meant that Simpson would remain in prison until his 25th birthday with a release date of August 2027.  

“Kyle’s story truly is written by God,” said Sailormoon Greer, a friend Simpson considers his own little sister. “From being incarcerated at 17 years old and facing a life sentence, to now thriving at Fresno State, you can truly see God’s hand in his story.” 

While most stories stop at the fall, Simpson’s picks up momentum in the redirect. Inside the juvenile facility in San Diego, he found a chance to rebuild. He became a certified personal trainer, earned an associate degree with a 3.9 GPA, learned coding and graphic design and also worked for CalFire.

Jeremy Meeks, known as the “Hot Felon” after his viral 2014 mugshot, became a professional model and actor after his release from prison. For Simpson, Meeks has been more than just an online sensation, but a personal mentor and inspiration. 

“I’ve known Kyle for around five years now and have witnessed firsthand the incredible transformation that he has made,” Meeks said. “I am so honored and proud to be a part of the ‘Good day to be Brave’ brand and family.” 

Brave Heart Attire isn’t just a hoodie, T-shirt or tote bag, but a manifesto. Simpson, alongside the people who helped start the business, said the name itself signifies what Simpson fought to reclaim: courage, authenticity and self-worth. 

Growing up adopted and wrestling with the belief that he wasn’t fully loved, Simpson came into his own inside the facility.

“I realized I was afraid to be myself… And so, I made the commitment to changing my life and doing better,” he said. “But it definitely wasn’t easy. But it definitely wasn’t easy. Just the simple fact of launching it from here, it makes me the first person ever in the world to launch an online business while being incarcerated, and that’s something I’m proud of.”

Now at Fresno State, Simpson brings that brand-builder’s mindset into the classroom and beyond. He’s less about being a victim of circumstance and more about architecting a new identity. 

Simpson said his story aligns with a growing national movement toward rehabilitation: formerly incarcerated people starting businesses while inside, taking their time behind walls not just to serve a sentence, but to chart a startup. 

“And I remember Fresno being like a really, really good place, like a nice community,” Simpson said. “And I was just like, it wouldn’t hurt to be a Bulldog.” 

After weighing his options between Fresno State, Sacramento State, San Jose State University and Morehouse College in Atlanta, Simpson chose to reside in the heart of the Valley at Fresno State. 

The name Brave Heart Attire once stood for Kyle’s personal fight to keep hope alive. Now, it’s become a symbol for Simpson choosing courage over circumstance.

“I just want people to remember that it’s always a good day to be brave and have the heart to stand up for yourself,” Simpson said.