In a city brimming with culture, history, and hustle, it’s only right that we spotlight a hometown hero who embodies the energy of the District. Enter: Nyrik Lee Sr., aka Reek or Reekdude — the Chief Branding Officer at Organic Goodz/The Museum DC and the Founder of The NLM Agency. Straight outta Washington, D.C. and proudly repping the title of HIMothy, Reek is a creative powerhouse shaping the city’s future while staying deeply rooted in its essence.
Whether it’s designing streetwear, launching cannabis strains, or curating culture through strategy, Reek is doing it for the people, by the people. And he’s just getting started.
“I knew early on I had something, I didn’t know what it was, but the older people I looked up to would always let me know I had an ‘IT’ factor,” Reek told MVEMNT. That “it” would manifest in a major way with his role in the DMV classic Nike Boots by Wale — a track that shifted the landscape of the region’s music scene and gave D.C. a new sonic flag to wave.
Since then, Reek’s been applying that same hometown pride to every venture he touches — and trust, he touches a lot. From The Museum DC, where he oversees product design, storytelling, and brand partnerships, to his latest expansion into the cannabis industry with Tokyo Spinach, Reek’s hustle is intentional and unapologetically community-first.
“Taking the brand into the Cannabis industry was something we had in the back of our mind for a while. They say thoughts become things, and this is an example of that… I always jot ideas down of what we would [do] just in case something presents itself, so when this did, I dialed in quick on ideas to bring to the table,” he explained.
Ask Reek what fuels him, and he’ll tell you it’s a mix of faith, family, and Chocolate City.
“My mom and my friend group BFM (Best Friend Mob) have been the biggest support system. Even when they may not understand what I’m doing, they always let me know that they got my back. My influences on my journey have been icons and their life stories, like Jay Z, Denzel Washington, Kathy Hughes, and more. My kids are heavy influences on my journey. They keep me laser-focused and dialed in.”
But it’s more than just the circle — it’s the culture.
“I’m overall influenced by my people and our culture. Growing up, I saw it all — the highs and lows of life — so those experiences amongst my people in Chocolate City were very influential on my journey.”
That influence translates into every detail of the Museum brand. What makes it stand out? Simple — it’s ours.
“Overall, what makes the Museum as a brand unique is that it’s rooted in community. It’s very much driven by the people. The brand does a lot for the community and is run by a group that is of the community it serves. We know our people and we provide the best experiences based on our love of the people we see day to day… If you examine the core of the brand, it’s leaders coming together bringing communities to one space and leading together as one. It’s something that is very rare in this day and age,” says Reek.
Like most Black entrepreneurs, his journey hasn’t been without obstacles despite his decades of success as a creative executive.
“Access to groundbreaking capital has been a challenge. I think I speak for all Black Creative Entrepreneurs when I say that,” he admits. But what’s carried him through? Faith, discipline, and being a lifelong student of the game.
“We listen to those who’ve been through similar obstacles, study their moves, and apply things we learn to what we have going on,” he added.
Fulfillment comes in many forms for Reek — from community joy to proud kids and, of course, “when the invoices are paid lololol.”
Reek’s portfolio reads like a cultural blueprint — hat collections for H2H Sports, music runs with Board of Administration, sneaker collabs, Washington Caps jersey design, cannabis strains — the list goes on.
“I’m proud of them all equally. I get the same joy as I did when I was a kid… I’m grateful and appreciative of each and every choice and chance I get.”
And he’s not stopping anytime soon. In the coming years, Reek sees his imprint on empires continuing.
“In the next 3-5 years I’ll be a dispensary owner, launching the biggest entertainment conglomerate the DMV has ever seen, as well as collaborating with hospitality companies on design/lifestyle curation.”
If there’s one gem Reek wants every creative and entrepreneur to walk away with, it’s this:
“KEEP GOING. No matter how many times you fall get back up and keep going. Never stop being a student of the things you love and are passionate about. The day you stop learning is the day you stop living… WAKE UP and make that dream a reality.”
You can find Reekdude all over the city and online:
Follow: @Reekdude on Instagram
Shop & Support: The Museum DC, The Butterland, & LoveMore Brand
Work With: The NLM Agency for brand strategy
Pull Up: Sycamore & Oak, La Tejana, Little Hat
Rally With Him: “Make DC the 51st state and GO BIRDS!”
MVEMNT is proud to highlight leaders like Reek — creatives who not only dream big but build boldly, always bringing their people along for the ride.
Cover photo: Here’s How Serial Entrepreneur Nyrik Lee Turned D.C. Hustle Into a Creative Empire/Photo credit: @Reekdude/Instagram/Made In The DMV