The beginnings of the shoelace bracelet laid the foundation for Rastaclat, and happened when Kasidi was a teen. Waiting for a friend to pick him up to go skate, he grabbed an extra shoelace and began braiding it, not thinking much of the simple design that would encircle his wrist would eventually encircle his life. At his high school the next day, his friends saw him wearing the new accessory and said they wanted one to match their hats or shoes. It seemed to Kasidi, that those who'd worn the bracelet usually returned with a positive story to tell—the simple shoelace accessory had given them a new way to express themselves, and a little boost of confidence—so he took that vibe and ran with it. When he founded Rastaclat in 2010, “Spreading Positive Vibrations” was the brand's initial tagline. Now, a decade later, it's even more about spreading positivity with the Seek the Positive foundation.

“When we talk about tackling equality no matter socioeconomic status, that's what I mean,” Kasidi said. “Being able to help people that are looking to help themselves but may not be cut from the same cloth from others, or may just be going through a tough time. We stayed at the homeless shelter, got back on our feet, grinded through life. Now I've had the opportunity to build a multi-million dollar business and now build a foundation that pays it forward.”