About Us

The idea to use the term came from the spirit of the students of Locke High School in Los Angeles, who were predominantly African American and Latino and came from low-income families. Many of these students lived in the projects and faced numerous challenges on a daily basis, including gang violence, poverty, and lack of resources. Despite these obstacles, these students were determined to succeed and excel in their studies.

Today, the term "intelligent hoodlum" has become a symbol of empowerment for many young people from disadvantaged backgrounds. It represents the idea that no matter where you come from or what challenges you face, you have the power to succeed and make a positive impact in the world.The term "intelligent hoodlum" resonated with these students, who see themselves as intelligent and capable, despite the negative stereotypes that often surround them. They take ownership of the term and use it as a way to celebrate their accomplishments and their resilience in the face of adversity.

A portion of the proceeds go to funding youth after school programs.