Chase Rice is expanding his clothing line to include workout attire. His brand is called HDEU, which stands for ‘Head Down, Eyes Up’.
Rice told “Country Weekly,” that was his motto while he was trying to recover from a football injury his junior year at the University of North Carolina. He says it caught on with his music fans after they noticed it handwritten on his baseball hats.
In addition to hats and t-shirts, Rice’s clothing line now includes gym-friendly hoodies, beanies, training pants for women and more. “I wanted to make some stuff that I can wear to work out in,” he says. “For me personally, if I’m working out or playing sports with HDEU on my chest or anywhere on my body, it’s going to remind me of that mentality. If you keep that mentality, you block all the good and the bad out and just focus on your task. Literally, the only person who can stop you is you.”