Steven James came up with the idea of taking his illustrations that he used for the Finesse™ products and team up with X Concepts® to give his Souljahs™ characters life. Souljahs™ represent urban lifestyles from all walks of life and from all around the world. They are kids and adults trying to make it in life the best way they know how. Steve comments on the characters, "When I started designing characters for Souljahs™ I wanted to create characters that I saw growing up. The characters have positive attitudes to go after their goals in life just as everyone strives to do. The Souljahs™ might not live on the same block, or the same city but their connection runs deep because they share the same of experience of growing up on the streets. "