XOA Lifestyle Apparel Opens Selfie Museum

The DMV has been both clever and creative in generating new businesses during the seemingly eternal pandemic. However, two black creatives Darius Jones and Gregory James may have cracked the code for not only creativity but location. Owners of the Xtra Ordinaire Apparel chain are preparing to open their very own selfie museum in Virginia’s popular Pentagon City Mall where they opened their second store.

Rapper, Lil Boosie made an appearance at the Pentagon City location before his show in DC this passed weekend. The store has also had an appearance by Detroit rapper Icewear Vezzo. Gregory, owner of the acclaimed music platform DMV Music Plug says “As black men from the area we want to show that it’s no limitations on what can be done..We’ve opened up five stores during a pandemic and they’ve all flourished.” “This is something that can be universal and a landmark in the area forever.” James concluded. We got a chance to sit down with Greg & Darius and ask him more about the pair’s new pursuit.

1. We know most clothing brand owners strive to open a store, but what sparked the idea for the selfie museum add on?

- We met with Pentagon Management, who wanted to encourage us to continue to expand in the mall with other retail ideas. They valued and appreciated the demographic of customers, as well as the foot traffic we consistently bring to the mall. We saw a void for an interactive experience in the mall for people of all ages. A selfie exhibit could fill those voids since it has been a relevant activity in recent years. Also our experience with photoshoots for XOA made it a stress free decision since we have gained a network and resources to make this a successful business. The need for creatives, tourists, family events, private birthday parties were needed in this region so wanted to further be an asset to the community but providing this experience.

2. How did you two end up going into business together? Are you only partnered for the selfie museum or do you both play a role in XOA as well?

- We met through our mentor, the late Tommy Gunz who owned a chain of retail stores named CORE. I, Greg, managed the store while Darius supplied inventory to the store with his clothing brand XOA. We recognized each other’s work ethic, morals and positive impact building wealth to help our community directly. Greg started as a cameraman which transformed into the position of marketing director in a short time. By the year 2020, partnership was declared by Greg owning a percentage of XOA. Iron sharpens iron and we really bring the best out each other. We’ve became partners with XOA (Clothing Brand), Xtra (Retail Stores), Unstoppable (Concert/ Production Company) and mentorship opportunities to those looking to start a successful business.

3. Are your goals with the selfie museum more social oriented or marketing oriented?

- Marketing oriented. We just want to bring information, creativity expansion, and fun together. At the same time of getting the most amazing picture you can imagine, you can learn something you didn't know before.

4. Is the museum open to all or only for in-store buying XOA customers?

- Open to everyone! Bring ya mammy, pappy, son daughter nieces nephews everyone! Want family reunions to come through! We will be marketing to specific demographics such as corporate events, tourists.

5. You used your grand opening as an opportunity to also collect school supplies for kids, tell us more about that.

- We just try to be an asset to the community. The community supports us and we like to give more than receive. We had a ton of backpacks and supplies for donation, we want to thank everyone who donated!

6. Will the museum be located inside of your store or near it?

- Near it in the same mall, on the same floor. It will be located across from Xtra, 3 stores down from Ordinaire.

7. Will the museum be an installment or a permanent feature?

- We here forever baby. Definitely want all of our businesses to be around even when we aren’t.

8. Around when can we expect this museum to be open to the public?

- October 30th, bring everyone through!