About Us - Our Why?

Choi·ces — The Brand was born from a moment of profound self-reflection and realization.

Our founder, Lillie Rose Bush, conceived the idea after taking a deep and honest look at her life — reflecting on her adolescence, the challenges of her upbringing, and ultimately her recovery after sustaining gunshot wounds during the early hours of July 5, 2021. While recovering in the hospital, Lillie began to think about the choices she had made, how those decisions shaped her reality, and the importance of making better choices moving forward — not only for herself, but for her two young sons.

It was during that pivotal moment that she decided to create a clothing brand.

Driven by passion and purpose, Lillie began envisioning what the garments would represent, how they would look, and how the brand could stand apart from everything else in fashion. She wanted to build something meaningful — something that could inspire people while reflecting both struggle and growth. She had a vision, and she was determined to bring it to life.

Tragically, Lillie never had the opportunity to see that vision fully realized.

On September 28, 2021, just months later, her life was taken in another senseless act of gun violence. Her passing devastated everyone who knew and loved her. In the aftermath of her death, her cousin Jamaal — deeply affected by the loss and the violence that had already claimed so many people in his community — decided to continue her dream and build the brand in her honor.

What began as a clothing line evolved into something much greater.

Choices Garments & Atelier was founded not simply to create apparel, but to create awareness, conversation, and community. The brand exists as a platform for expression, reflection, and activism — using fashion, art, and storytelling to confront the realities of violence, trauma, and social division while encouraging people to make better choices for themselves and the generations to come.

We live in a time where violence is not only normalized but often celebrated and consumed as entertainment. Through music, film, social media, gaming, and internet culture, destruction has become spectacle. Meanwhile, real families continue to suffer the consequences.

Too many young people are losing their lives before they ever have the opportunity to truly live. Broken homes, lack of guidance, limited resources, untreated trauma, negative environments, and influential media without accountability continue to shape communities in devastating ways. Innocent lives are lost every day, leaving families shattered on both sides of the tragedy — those mourning victims and those mourning loved ones who lost themselves to violence and poor decisions.

That cycle must end.

At Choices, we believe change begins with awareness, accountability, and action. While society often focuses solely on future generations, we believe we must also address the realities people are facing right now. Too many individuals, corporations, and institutions prioritize profit over people, while others remain silent until tragedy reaches their own doorstep.

Our mission is to use garments, imagery, design, and storytelling to challenge that silence.

Every collection, campaign, and piece of content is intended to evoke emotion, inspire conversation, and encourage change. Through fashion, we aim to connect with the human experience — pulling on the heartstrings of culture through imagery, symbolism, language, and sound.

This is more than clothing.

This is purpose.

This is remembrance.

This is accountability.

This is community.

This is Choi·ces.

THAT’S OUR WHY.

What’s yours?