Colorful hats and shirts are more than just clothing items for William Bell, the CEO of Sic970 and an alumnus of Colorado State University. For Bell, clothing is a means of advocacy. Since Sic970’s start in 2012, Bell’s apparel has addressed antiracism, world peace, the empowerment of women and girls, the environment and other social causes.
Influenced by his background as a military kid who traveled extensively, Bell’s work aims to make a difference by spreading positive messages not only around Fort Collins but worldwide.
“All that stuff that I’m passionate about happens everywhere, and I’m trying to … bring people together,” Bell said. “I want people to be aware of things that are going on out there.”
Bell said that he is very observant and feels inspired by a variety of people.
One of Bell’s favorite designs is based on the phrase, “Hands up; don’t shoot,” which was popularized by the Black Lives Matter movement after Michael Brown, an unarmed 18-year-old Black man, was shot and killed by police officer Darren Wilson in 2014.
“It’s the least I can do to help them, and that made his or her day, and it made my day because I see they value my brand, and that really motivates me more than anything else to try to do better.” –William Bell, Sic970 CEO
“Just like racism doesn’t discriminate, neither does a bullet,” Bell said.
While Bell gathers inspiration from both domestic and global sources, Fort Collins remains an integral part of his brand. After all, the local area code “970” is embedded within the brand’s name. Sic970 has been based in Fort Collins for the entire 13 years it has operated.
For Bell, a large part of keeping his company in Fort Collins has to do with giving back to the community he has been a part of since college. Bell gives out apparel to those who can’t afford it and donates to fundraisers and auctions.
“It’s the least I can do to help them, and that made his or her day, and it made my day because I see they value my brand, and that really motivates me more than anything else to try to do better,” Bell said.
Bell also networks with many local business, including The Colorado Room, Market Skateshop and several cannabis stores that sell his apparel. However, the behind-the-scenes work of Sic970 is ran solely by Bell in his own one-man operation.
“(I’ve) learned through past experiences, once you start adding a lot of different entities, that your initial mission changes,” Bell said. “The initial creativity changes because everybody, depending on your share of the company, has input. I wanted to have sole input on that. This is what I dreamed of doing. This is my baby.”
While Bell creates all his own designs and directs marketing efforts, sales and more, he is supported by Vincent Booker, another CSU alum and owner of BT Imprintable’s Green and Gold Shop. Booker stitches Bell’s designs on caps and beanies and provides printing services.
“Sic970 is a pivotal company with a great message,” Booker said. “Every piece or merchandise has a message to promote a positive vibe.”
Bell has also connected with the larger Fort Collins community by attending markets. In recent years, he has been a part of Fort Collins’ annual Juneteenth celebrations — running booths and selling merchandise — where he says he has gotten a lot of exposure.
“(Bell’s) creative use of clothing as a medium for dialogue has encouraged others to reflect on their own expressions and recognize that, while disagreements may arise, open communication is essential for mutual understanding and growth,” said Stephanie Watson Lewis, a former collaborator with the Fort Collins BIPOC Alliance.
Having witnessed Bell’s influence, Lewis said he has inspired “both youth and adults with messages that emphasize the importance of self-expression, resilience and the value of embracing one’s identity.”
Bell said he hopes to return to his alma mater and create opportunities for CSU marketing students to work with Sic970 in the future. Specifically, he wants to do this to address some of the challenges the company faces, such as limited capital and marketing support, in order to help Sic970 reach the next level.
“They can get some real-life experience at my level,” Bell said. “I’m going to give them the opportunity to skip some of those (entry) levels, and you’re talking directly to me as a CEO. Then they can understand my thought process and what goes into the whole process before I put out a product and try to market and sell it in the community.”
Reach Chloe Rios at life@collegian.com or on social media @RMCollegian.
