meet the ceo

Larry Amar’j Luellen is a visionary artist, creative entrepreneur, and the driving force behind the BE YOU ecosytem - an expanding universe that blends fine art, photography, fashion, and cultural storytelling. As the founder and CEO of ByAmarj Studios, he has built a powerhouse brand rooted in authenticity, nostalgia, and the belief that creativity can shift culture.

the soul of the sluggard desireth, and hath nothing: but the soul of the creative shall be rewarded.

Just a Kid from chicago

Born and raised in Chicago, Amar’j was shaped by a lifelong love for cartoons, music, sports, and visual storytelling. He transformed what began as a personal artistic outlet into a thriving creative business. His signature pop-culture style - bold colors, layred meanings, and unapologetic self-expression quickly gained attention and evolved into curated canvas collections, merch capsules, and editorial-style photography.

In just a short time, Amar’j has started to make a name for himself for merging art and culture in a way that feels both personal and universal. Whether behind the camera, designing a canvas, or crafting the next drop, he leads with intention, emotion, and a commitment to inspiring others to embrace their individuality. His mantra - Be You - is reflected in every project, show, and interaction he creates.

Beyond his artistic pursuits, Amar’j is a business-minded leader with a background in accounting, brand development, and community engagement. He is also the Co-Owner behind Stitch The Brand, a high-end street wear brand, the founder of the Be You Foundation, a developing non-profit dedicated to empowering youth through creativity, mentorship, and opportunity.

Through his art, and innovative brand-building, Amar’j continues to craft a legacy centered on authenticity, culture, and purpose - proving that when you stay true to who you are, everything else aligns.

  • Pushing boundaries, innovating visually, and telling stories that blend culture, authenticity, and originality. Creativity is the heartbeat of every canvas, shoot, and design.

  • Staying committed through every challenge - showing up, evolving, and proving that consistency, and passion turn dreams into legacy.

  • Inspiring people to be themselves boldly. Every product, photo, and piece of art encourages confidence, and self-expression.

  • Remaining true to your voice, your style, your culture, and your purpose. No copying trends - leading with who you are.

  • Building a cultural movement, not just a brand. A movement rooted in representation and the idea that culture rules everything around us.