Did Jim Jones found Chrome Hearts? Viral rumor debunked as rapper claims “I started that”

Joseph Guillermo Jones, popularly known as Jim Jones, has reportedly claimed that he founded Chrome Hearts, a luxury fashion brand. While the rapper and record executive has long been associated with the brand, he is not the founder. According to news outlets, Complex Magazine and Vogue, Chrome Hearts was founded in 1988 by Richard Stark, a leather manufacturer, John Bowman, and was shortly joined by "jeweller Leonard Kamhout." The brand is currently co-owned by Richard Stark and his wife, Laurie Lynn Stark.

Chrome Hearts reportedly embodies a rebellious spirit and has been a favourite for many hip-hop artists and celebrities. A clip of Jim Jones is reportedly going viral during his interactions with streamer Kai Cenat and others. In the clip shared by user @lilijupiterr, Jim can be heard saying that he got clothes from his new brand, "Dead Lonely." He adds,

“I’m going after Chrome’s neck, I don’t like how they been doing me. They ain’t give me nothing free at all and I started that sh*t. So guess what I am going to start my own sh*t."

Who founded Chrome Hearts? Viral rumor debunked as Jim Jones claims he started it

Jim Jones is reportedly starting his own brand, "Dead Lonely", amid his tensions with Chrome Hearts. While it is unclear what happened between the rapper and the luxury brand, he has reportedly been sporting it for the past two decades. In July, he took to his Instagram channel to post a throwback picture and wrote,

"I was livin in the future, 20 years ago Chrome Jones."

Earlier this month, Jim Jones took to his Instagram channel (@jimjonescapo) and showed some pieces of clothing, allegedly from his new clothing line. This is not the first time, Jim has spoken about being one of the first rappers to set the trend with Chrome Hearts. In a January 2025 interview with DGB magazine (@DGB), Jim claimed that he set the "aesthetic" and was introduced early to Chrome Hearts. He noted,

"The kids now, are going so crazy with it. It makes me smile and s**t like that. It is more prevalent than when I started rocketing it. So you never know what type of impact you are going to have out here."

He added,

"I mean, you don't feel it like you are doing it, especially."

In other news, Jim had also appeared on Kai Cenat's Mafiathon 3 and showered the streamer with accessories, clothes, and jewellery from his brand.

Jim Jones is reportedly moving away from Chrome Hearts to his own fashion brand. While the impetus is unclear, the rapper claimed to be the early trend-setter for the brand and added that the brand allegedly didn't treat him well.

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