By Laura Cecchi, Humber Archives, fourth-year Media and Communications; and Shernett Bennett, Humber Archives on February 25, 2026 Reading time:
Black excellence is often framed through moments of visibility, headlines, accolades, and recognition. Yet, its most enduring form is quieter, built through systems of care, mentorship, and accountability to the community. Few stories illustrate this more clearly than that of Dameion Royes.
A graduate of Humber Polytechnic’s Marketing and Business Administration program in 1996, Royes is the founder of Big It Up and later Brimz, two brands that have helped shape Toronto’s streetwear and creative retail landscape for more than two decades. His path to success, however, was neither straightforward nor guaranteed.
Royes’ entrepreneurial journey began while he was still a student at Humber. Alongside his partners, he sought permission to sell their products in the campus bookstore. The request was denied multiple times before faculty advocacy helped move it forward. At the time, allowing a student-run brand to operate within the bookstore was unprecedented. The outcome would later be recognized as an early example of experiential learning in practice.
Big It Up began modestly, first producing bath and body products. A pivot toward headwear soon reshaped the company’s direction. Hats became the brand’s signature, eventually appearing in major retail spaces such as the Eaton Centre and Square One as well as university bookstores and outlets across North America.
Throughout this period, Royes has consistently acknowledged the role Humber and its faculty played in supporting his ambitions. That gratitude was reflected in action. From its early years, Big It Up committed a portion of its profits to adult literacy programs and youth initiatives, including Frontier College (renamed to United for Literacy) and organizations supporting unhoused and at-risk youth. Royes also delivered motivational talks on entrepreneurship to high school students, reinforcing the idea that business success and social responsibility can operate together.
In 2013, Royes founded Brimz, a more focused expression of his creative philosophy. Located on Queen Street West, the brand has become a fixture in Toronto’s fashion and design community. Known for handcrafted hats and experimental materials, Brimz has attracted international clientele and has been worn by artists and public figures including Lauryn Hill, Naomi Campbell, Samuel L. Jackson, Wyclef Jean, and K’naan.
Brimz’s cultural relevance, however, extends beyond celebrity recognition. Royes has positioned the company as a platform for emerging Black-owned brands, a training space for young creatives and an environment where experimentation is encouraged rather than constrained. Central to Brimz’s ethos is its guiding principle: Learn, Earn, and Return.
“Life is a circle,” Royes has said in previous interviews. “You receive and you give back.”
Royes’ commitment to giving back is closely tied to his upbringing in Rexdale, where curiosity and questioning were encouraged by community elders. Royes has described that curiosity as a defining trait from childhood, one that continues to inform how he challenges institutional norms and imagines alternative possibilities for Black entrepreneurship.
During Black Heritage Month, Royes’ story serves as a reminder that excellence is not only measured by individual success, but by collective impact. His career demonstrates how Black entrepreneurship can function as infrastructure — creating opportunities, redistributing access and sustaining cultural memory.
Through decades of consistent action, Royes has modeled a version of success rooted in return rather than extraction. In doing so, he has helped ensure that future generations of Black creatives and entrepreneurs encounter fewer closed doors and more opportunities to build.
