(hip hop music) - I started off with denim and I used to hand-distress.

(machine whirring) I would spend probably three to four hours on one garment but with a dremel It's probably two minutes per piece of garment.

It's kinda like my getaway from life.

Just kinda seeing the fibers as they tear and not really knowing what to expect.

It's more so you create a piece and you have to live with it, to kinda just create beauty out of chaos.

My name is Jordan Carter, and I am an entrepreneur.

This is Produce Portland.

This is our spot on the corner of Fourth and Davis.

We're kinda the anchor on the block.

Produce Portland is a hybrid retail store.

We like to say that, we cater to every market.

We actually have a wide range of customers that come in to Produce.

From the sneaker enthusiast to the vintage thrifter, to the quote unquote, fashionista, which is just someone who's aware of the streetwear industry, and understands how things work.

There's a lot of people who support Produce as a brand just because there's so many of us that are tied into the community.

Right now, we're in Old Town, downtown Portland, Oregon.

With Produce, we are trying to establish a better old town.

Just because we do see the potential in the future in this neighborhood.

The City of Portland was able to give us resources to have an indoor tent.

So we're able to provide a marketplace for local vendors of arts, clothing, and fashion.

Growing up, a lot of people considered me to be fashionable.

So I was always into the fashion side of things.

But I never really thought about pursuing it.

Upon graduation, I went to work in the corporate field and realized, this isn't for me.

Being from Portland, there's not as many African-Americans the further you go in the corporate world.

Yes, yes, sir, yes, sir (laughs) - Hold on, lemme find out.

(chatter in background) - Everything I do is bigger than me, it's for the people.

- My brand is Swabkin.

"Through Unity We Succeed," is our slogan.

- If I only cared about myself, I would have stayed in corporate.

I care about helping those around me.

He came to me for a little bit of guidance.

And since then, he's kinda just taken off.

He's not like a lot of the other local brands I've seen in Portland.

And, ever since he's came to me, he's always come correct, when I give him advice and when I tell them certain things.

I just felt like I was placed and given certain gifts that have allowed me to educate those around me.

- I don't know where I would be without this dude.

You know what I'm saying?

Like, a whole lot of guidance, he's really open with people in terms of just giving people the answers and tryna keep them on the right path.

♪ Keep it going, keep it going, keep it growing, ♪ ♪ keep it going, it come right back.

♪ ♪ It come right back.

- I graduated seventh in my class with a 4.0.

So a lot of the kids look to me for mentorship, just because I had everything kinda going for myself outside of the athletics or the rap, or kind of the entertainment.

In high school, Park Rose was considered the white school.

And so me being one of the African-Americans who took things seriously, who went to college, who got the degree, they were like, "Oh, I can do that too, I can be myself.

I don't have to act like I don't know what I'm doing, to fit in."

♪ How you like that?

- You good?

- Good.

- Already.

- We consider ourselves to be more than just a store, but a destination.

The barbershop concept came about, once I got serious about opening a store.

Might as well work with friends versus, trying to create something on your own.

And so that's also how the record label got started.

That's how the market came about.

It's a group of friends just working together on their different crafts.

Produce Portland is the store side of things.

Produce Organic Records is our music label.

It came from us, really like, kicking it.

And we were starting to make music together.

We were like, "All right, well since we're starting these projects, and we kinda already have this like wave going on, why don't we like name it something?"

♪ I hear the feedback, I like the feedback, ♪ ♪ Can't fear the feedback, can't fight the feedback, ♪ ♪ I'm here for feedback, I need some feedback, ♪ ♪ Despite the feedback, I like some feedback, ♪ ♪ I hear the feedback, I like the feedback, ♪ ♪ Can't fear the feedback, can't fight the feedback, ♪ ♪ I'm here for feedback, I need some feedback, ♪ ♪ Despite the feedback, I like some feedback.

♪ - I think everyone now, has that mindset where you can't really do it by yourself.

And you gotta align yourself with people who are like minded.

That's what we talk about a lot here is we gotta keep our frequency high.

♪ Reciprocate my energy, I need some type of feedback ♪ ♪ Been the one since I was young ♪ ♪ I still strongly believe that ♪ - It's all about just becoming creative, becoming one with yourself and loving what you do every single day, you know?

And that's why we represent the fruits and the vegetables because this garden will flourish.

This garden will taste good.

And when it's all said and done, you know?

It will be one of the most amazing gardens to come out of this city.

♪ I ain't picking up your frequency, I need some feedback.

♪ ♪ Thinking back, when we would lack, the ears and eyes, but upped the prize ♪ ♪ From Guppy guys to super shaqs ♪ ♪ These days in life are just precisely what you make of them.

♪ ♪ So what's the point in playing, you don't play to win?

BUDS ♪ ♪ I hear the feedback, I need some feedback, ♪ ♪ Despite the feedback, I'd like some feedback, ♪ - We are, all in our own lanes, but I think Portland needs a collective that can show people, we can work together.

In terms of streetwear in Portland, there's not too many black owned businesses.

Streetwear is about rebellion.

And it's about going against the grain.

It's like, I did this because I wanted to do this.

- As a kid, he was able to identify what did he wanted in life.

- For me, it's just special to be able to give back to a lot of the designers I see coming up.

Just giving people a platform to do better.

- As he progressed, I knew that he would become the person that he is because community and family always came first.

- If I am blessed to be where I am today, my family, my friends, the city of Portland, they've all believed in me and my craft.

And so, reaching a point where I have the opportunity to give back to those same people, for me, it's just, what I have to do.