Today we’d like to introduce you to Ashdin Dalal.
Hi Ashdin, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started a brand called Villainy in 2008 when I was living in New York. The brand was inspired by 90s hip hop, Saturday morning cartoons, and the villains that shaped the culture. It was about mixing humor with design and flipping the focus to the “bad guys” in a way that felt fun and authentic.
Stores like Extra Butter were some of the first to pick us up, and we sold through Karmaloop back when that was the place to be for streetwear online. The brand gave me the chance to connect streetwear with music and culture in a way that resonated deeply with others.
After becoming a dad, my creative process shifted. I wanted to carry that same energy into something for kids. That’s how Mini Villainy was born. It’s a playful extension of what I started with Villainy. Still rooted in culture and design, but now made for the next generation.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has not been a smooth road. In the beginning it was a constant learning process. I taught myself how to use Photoshop and Illustrator through YouTube tutorials, then learned how to screen print and started printing shirts in my parent’s basement. That grew into stores picking us up, sourcing manufacturers and eventually filling orders for stores across the world.
Villainy came up during a time when independent streetwear brands were everywhere, so standing out took constant work. Getting noticed meant long nights spent designing, handling production, and pitching shops. The hustle never stopped.
Running a brand on your own meant dealing with production delays, tight budgets, and figuring out how to market without big resources. We had wins like being on the cover of Antenna Magazine in 2008, but there were just as many setbacks such as designs that did not hit, money tied up in inventory, or collaborations that fell through.
With Mini Villainy, the challenge has been balancing creative work with being a parent. My son, Dylan was the reason for starting it and he inspires everything, but time and energy levels are different now. The struggle has always been the same: keeping the vision alive through every obstacle.
Appreciate you sharing that. What else should we know about what you do?
My work has always centered on design. Villainy gave me my start, and from there I moved into UX design where I could apply the same creative mindset in a digital space. I have spent the last few years as a Product Designer, designing user experiences for apps, websites, and digital products. That taught me how to think about design not only as visual expression but as something that shapes how people interact, navigate, and connect.
At the same time, my personal life has played a big role in shaping what I create. Becoming a parent inspired Mini Villainy. It is a project that lets me merge streetwear with fatherhood, creating something for kids that still feels authentic and tied to culture.
What I am most proud of is the fact that I taught myself how to design from the ground up and built different creative paths from it. Whether it was teaching myself Photoshop and screen printing, shifting into UX design, or launching a kids streetwear line, each step has been self-driven. What sets me apart is that I bridge fashion, digital design, and personal storytelling in a way that feels connected and true to my journey.
So maybe we end on discussing what matters most to you and why?
What matters most to me is creating with purpose. Whether it is clothing or digital design, I want the work to connect with people and feel authentic. Design gave me a voice and a way to build something from nothing, and I never take that for granted.
Family also matters the most. Becoming a parent shifted my perspective on everything. It pushed me to think about legacy, about what I am leaving behind, and about how I can share my creativity with my son. Mini Villainy came from that place. It is more than clothing for kids, it is a way for me to pass down the culture and creativity that shaped me.
Why it matters is simple. These are the things that keep me grounded and motivated through all the challenges. Purpose and family are the reasons I keep building.
Pricing:
- Toddler tees start at $20 and we will expand to outwear, youth and adult sizing shortly.
Contact Info:
- Website: https://www.minivillainy.com/
- Instagram: https://www.instagram.com/minivillainy/
- Facebook: https://www.facebook.com/profile.php?id=61578830256773
Image Credits
Round Rock Studios
