Ugly Christmas sweaters aren’t just a gag—at least, if you’re 2 Chainz.
The rapper says he’s made $2 million in revenue from his Christmas-themed online store, largely thanks to the Dabbing Santa design that most of the merchandise features. The design tapped into the popularity of dabbing, a dance move that originated in Atlanta and found its way into victory dances on the NFL football field.
In an interview with Forbes, 2 Chainz said that he isn’t stopping with Dabbing Santa. Next year, he plans to introduce a separate clothing line. “I don’t want people to think this was an overnight success,” he said. “We’ve been trying with a bunch of designs for a couple years now. This is just timing meets opportunity.”
A portion of the proceeds from sales goes to the T.R.U. Foundation, a non-profit headed by 2 Chainz that works to improve the south side of Atlanta. So far, the foundation has bought new furniture for a disabled single mother veteran and a minivan for a family whose son suffered brain damage in a house fire, according to Quartz.
“We’re creating our own way to give back, to do something for people,” 2 Chainz told Forbes. “Like I say, actions speak louder than words. We could have spent this money on possessions, but giving a family that needs it will actually go further for them and for me.”