FITZ is an artist from Indianapolis, specializing in cartoon, acrylic, oil, character design, digital design, and more. He is also is a member of The Eighteen Arts Collective. Growing up, FITZ bounced around from school to school until he went down south his senior year of high school. While in Florida he graduated from high school, and was blessed with a college scholarship to Broward CC. There, he  took his first art class ever, which was figure drawing. It opened his eyes to new things as he was surrounded by other artists and able to see different styles.

The main character of the brand is MOOD, which is a product of his emotions.