Devils May Care is a state of mind, a feeling that photographer, Jamie Greenberg embraced while working nights in the bars and studying fine art photography at The International Center of Photography in NYC. In the Winter of 2007, Greenberg decided to merge her previous experience in marketing and passion for photography to create the dramatic brand, Devils May Care.

Based out of Hoboken, New Jersey, Devils May Care first entered the independent fashion market with a collection of unique limited edition belt buckles. All buckles are cast exclusively for Devils May Care and then hand crafted to display vivid photography. Each of these buckles is part of a limited edtion of 250 and is steel stamped with its edition number. Encouraged by the response to the buckles, DMC expanded its wearable art to also include men’s and women’s apparel. Still using her original photography, Greenberg turns the photos into unique graphics and hand prints them on the softest of shirts. Because each piece is screened by hand, each print differs slightly reinforcing the philosophy that adornment should be as unique as its wearer.

Devils May Care has been spotted on American Idol, featured in New York Magazine, and bought by celebrities like Biz Stone, Dean Winters and David Cross.  DMC was further acknowledged in the fine arts community by being part of the DUMBO Arts Festival.