'An Instant Hit' Marks 10 Years of Hustling Harder in Detroit

Many cities think they have a certain collective toughness.

Take for example, Boston. After the Boston Marathon bombing in 2013, that city came up with the slogan "Boston Strong." 

Here in Detroit, the slogan "Detroit Hustles Harder," has caught fire.

Now, the folks who branded that for clothing and hats, are celebrating their 10th anniversary with a party Friday night at the Marble Bar at 1501 Holden Street in Detroit.  

Freelance journalist Ashley Zlatopolsky writes in the Detroit Free Press:

When Aptemal Clothing unveiled its Detroit Hustles Harder line, it was an instant hit. “There’s a blue-collar mentality in this city,” says co-founder of the company Brendan Blumentritt, 30. He and his business partner Joseph (J.P.) O’Grady, 31, were throwing around ideas, and a then-innocuous one — Detroit Hustles Harder — seemed to stick.

“Detroit is a hardworking city,” he goes on. “It’s not like New York or Los Angeles, where you’re there because you’re somebody. In Detroit, you’re proving yourself through your work here.”