Will McCray IV
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Will McCray IV is the founder and creative force behind P’COK STRUT, a fashion brand built around self-expression, emotion, and the power of color. His creative roots began while attending Nashville School of the Arts, where he developed a love for art, painting, sculpting, and acting. Years later, during one of the darkest periods of his life, Will struggled with homelessness, depression, addiction, and a series of difficult personal choices that left him searching for direction and a way to rebuild his life.
A colorful peacock artwork created by his niece, Milena Atcheson, became an unexpected source of inspiration. At a time when life felt dark, the colors represented hope, motivation, confidence, and the possibility of becoming something greater. Holding onto that vision, Will moved to Lansing, Michigan, where he stayed with his grandmother, spent time helping her, and received the support he needed to begin rebuilding his life.
Determined to create an income that could eventually support his entrepreneurial vision, Will began working at a Meijer warehouse as a selector. After barely passing his 90-day probation while struggling with significant hip pain and the physical demands of maintaining a 90-speed performance rate, he approached the head of HR before he could be fired and asked for an opportunity to become a forklift driver. He went on to work as a high-lift forklift driver for another 90 days before realizing he needed greater income and cash flow to pursue his business goals. Will enrolled in trucking school and eventually became a truck driver for the same company, using the income he earned to help fund the launch of P’COK STRUT.
Today, P’COK STRUT—People Connect Over Kolors—is a brand created to encourage people to express what they feel through what they wear. Through bold colors, original artwork, fashion, pop-up experiences, and designs inspired by different moods and emotions, Will’s vision is to turn clothing into a form of personal expression and remind people that no matter what season of life they are experiencing, they should never be afraid to show their colors.
IN THIS EPISODE YOU’LL LEARN:
- How Will turned homelessness, depression, and addiction into the creative fuel behind his fashion brand.
- Why a colorful peacock artwork from his niece became the source of hope that inspired P’COK STRUT.
- That color can communicate emotions, personality, and energy when words alone are not enough.
- How to transform pain and difficult experiences into purpose instead of allowing them to define you.
- Why testing your idea at pop-up shops and community events can generate early sales and real feedback.
- How Will sold out of shirts and tank tops and generated about $1,000 at a single festival.
- That self-expression through wearable art creates emotional connections with customers and builds a brand community across different audiences.
- How to start a fashion brand without huge capital by testing, listening, and improving based on customer response.
- Why your darkest chapter can become the beginning of a more meaningful and creative next chapter.
- That wearing your mood and colors can be a daily act of confidence and personal pride.
about the show
Behind every high-growth enterprise, market-shifting model, or generation-defining legacy, there is an untold architectural story waiting to be shared. Most founders spend their lives locked inside daily operations, but the most exceptional corporate journeys deserve a global stage.
The series goes beyond business results, revealing the strategies, mindset, and actions that separate ordinary ventures from extraordinary impact. Each episode highlights the people behind the brands, the challenges they faced, and the choices that led to real-world success.
Built For More is not just a show—it’s a window into the high-stakes world of modern entrepreneurship, inspiring viewers while providing a blueprint for ambition, innovation, and lasting achievement.
