Family Over Fame (FOF) is more than just a brand, it’s a message, it’s a Scotian staple and movement that lives and breathes in Uniacke Square.
Family Over Fame shirts and sweaters can be seen all over the province in Atlantic Canada. Alex “Cunny” Ross, the founder and man behind the brand, launched FOF in 2013. He partnered with logo designer, Josh “Biggz” Carey to create his trademarked Family Over Fame apparel.
His vision? To bring people together while addressing the challenges and divides within his own community. Since his launch, Family Over Fame has expanded new reaches, and brought people from all walks of life together through art, collaborations and fashion. Cunny is a role model in his community and emulates the message that no dream is too big to manifest. He is a mentor to so many youth and puts on for Uniacke Square in a way that reminds you of home.
In 2016, In response to street festivals in his area disappearing and inter community conflict, Cunny organized his own celebration of unity in Uniacke Square. Today, Alex organizes his Annual Family Over Fame Day which is a one day street festival and celebration, in the month of July. This event features; motivational speakers, food vendors, face painting, a 50/50 draw, and musical performances by Ross himself and other local artists.
Alex is a huge part of the community in Uniacke Square and Halifax/Dartmouth at large. He gives back in so many ways, through programs and mentoring at the North Branch Public Library, iMOVE/ Centerline studios and through Family Over Fame apparel pop up shows.
Alex is also known to uplift and empower his fans, supporters and colleagues through collaborations, crowd funding campaigns and awareness. In 2019 he joined the fight against homophobia and launched a t-shirt in support of his 2SLGBTQ+ family and community. He contributes to local businesses in and around 'square town' and all over the HRM, collabing with shops like; Fortune Donut, G Street Pizza, Classic Souls, The Crown Basketball , Trev Clothing and Vandal’s Doughnut. More recently, Alex partnered with the Fruit Burst Lemonade Boys, too help crowdfund $25,000 for a new basketball court in Uniacke Square.
But it doesn’t stop there…
Alex Ross has also blessed us with music projects that have captured the attention of many. In 2015 he released a pivotal album in his career titled, Family Over Fame, this 14-track album features the likes of, Jayden Austin, Alyssa Flint, MAJE, Arenye, KXNG WOOZ and RealEyez. In June 2019, JRDN released his single FOF (Family Over Fame) paying tribute to his community in Uniacke Square with visuals from the historical neighborhood “Squaretown”. This video really pays homage to the FOF movement in a feel good family trap-anthem.
He might have taken some time to focus on his brand but he hasn’t stopped making music. This past August, Ross surprised us all when he released an exclusive, eight (8) track USB (only) album titled, Family Over Fame. This project features; aRENYE, Nixx, Germs, JRDN and was produced by Jordan Metro at Centreline Studios. It’s a must listen for all the hip-hop fans out there!
Alex is a multifaceted community organizer, fashion designer, musician and librarian. It’s no wonder there is so much written on him and created to document his message and journey. He has a documentary directed by local storyteller and filmmaker, Israel Ekanem. The Family Over Fame Short Film that screened at the Indie Short Fest at the 2020 Los Angeles International Film Festival and shares Ross’s journey.
During Quarantine, while many took time to rest, Alex kept on his grind. He worked on launching his brand to a larger audience, you might have caught him on Insta lives with Sacramento Kings NBA player, Buddy Hield and Hip Hop Legend LL COOL J, a life long inspiration too Ross. Alex Ross has given his community so much and his work only continues. When you sit down to talk to Ross, you hear that he has something to say, and it’s just a matter of time for the world to finally hear his voice. Until then, you can find him giving back on Gottingen Street, his home, spreading the message of Family Over Fame.
Be sure to keep an eye our for his exciting Fitness Over Fame collaboration with the World Gym that is a statement on not flexing your muscles at the gym but rather focusing on the progress and journey of getting fit.
September 30, 2020
dj5rivers
Pineapple Express Magazine
