Dasan Matatoa Paullay-Beazley - you might’ve seen him skating down Queen Street or dapping people up around town. With his long hair, bold style, and magnetic energy, he looked like he stepped out of the '80s. More than just a familiar face, Dasan was an artist—creating his own visual work and music, drawing inspiration from '80s/'90s aesthetics, emo and rock, and the art he loved. From that mix came something original: ROX.

For years, Dasan dreamed of launching a brand rooted in his art and style. It started in late 2022 as “Skull,” with hand-painted, one-of-a-kind pieces on jeans, tees, and hoodies—early sparks of what would become ROX. He wore his creations to school, gifted them to friends, and soon, people took notice. “Where’d you get that?” “Can I buy one?” The buzz grew. Dasan poured himself into designing - sketching concepts in class, blending '80s glam, '90s emo, anime, and the spirit of his Māori heritage. What emerged wasn’t just clothing. It was ROX his creative world and legacy.

Outside of his artwork, Dasan was also a musician - “a rockstar” in his own right. He later created the name ROX as part of his creative journey. After playing in bands, he found his true path as a solo artist, writing and producing his debut album “Forever Dasan”. Born to Genice and Kristin Paullay Beazley, Dasan of New York and New Zealand Māori descent. A trip to New York - the city of dreams and chaos - became the spark where ROX was truly born. With his family's support, his early handmade visions evolved into fully produced works — the first of many in the ROX legacy.