DOPE plans to launch an independent apparel line targeting young adult hip hop dancers aged 18-25. The line will consist of t-shirts, hoodies, and sweatbands screen printed on American Apparel blanks. There is currently little competition in this niche market. Funding will come from a bank loan used to purchase wholesale blanks and cover printing costs. Profits from retail sales of each item are expected to be $7.50 for t-shirts, $15 for hoodies, and $8 for headbands. The brand will be advertised on lifestyle blogs and hip hop forums to reach its target audience.