Today we’d like to introduce you to William Simmons.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My journey has been shaped by faith, fatherhood, creativity, and a growing commitment to entrepreneurship. I was raised in a spiritually grounded household—my father served as a pastor for 25 years—which instilled in me the importance of integrity, purpose, and trusting God’s timing.
For many years, I worked a variety of jobs, primarily in the moving industry, where I built a reputation for delivering exceptional service and attention to detail. In an industry where truly superior service has become increasingly rare, I carved out my own niche by treating every client and every move with professionalism, care, and respect.
At the same time, music was always my God-given gift. I’ve always believed that gifts are seeds of potential, but they only become meaningful when you put in the work to develop the skills required to bring them to life. Without discipline and dedication, even the greatest gifts can remain wasted potential.
For a long time, I was chasing money rather than fully committing to the gifts and vision God placed inside me. As I matured, became a father of three, and gained perspective through life’s experiences, I realized that I didn’t have to chase what was already aligned with my purpose. The right opportunities come when you commit to becoming the person you were created to be.
That realization led me to rebrand from PAPERCHASE to rareFORM. PAPERCHASE reflected one chapter of my life, but rareFORM represents a deeper philosophy: progression over motion, alignment over chasing, and trusting the long road even when it requires sacrifice.
As an artist, I create music under the name SiMM CiDi. I believe that when we write, record, and perform, we tap into a higher frequency. Music is energy that is transmitted from the artist and received by the listener, and at its best, it helps people connect with their highest selves.
Fashion became a natural extension of that vision. I don’t see clothing as the gift itself, but as an instrument of communication—a way to speak to others and to ourselves without saying a word. Through both my music and rareFORM, I aim to capture that elevated energy and deliver it to the world.
I’ve only recently made the full commitment to entrepreneurship, trusting that by developing the gifts God gave me and applying consistent effort, I can build something that changes my life, provides for my family, and inspires others to embrace the rare form they were created to embody.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely has not been a smooth road. One of the greatest challenges has been finding balance. As a father of three, entrepreneur, and artist, I’m constantly managing competing responsibilities while trying to build something meaningful for my family and my future.
Another challenge has been embracing the long road. In today’s world, there is a lot of pressure to achieve overnight success, but I’ve learned that true growth requires patience, sacrifice, and unwavering commitment. There have been seasons where progress felt slow, but those moments taught me to focus on steady progression rather than simply staying busy.
Rebranding from PAPERCHASE to rareFORM was also a major turning point. It required me to let go of an old mindset and step fully into a vision that more accurately reflected my beliefs and purpose.
Financial pressures, setbacks, and self-doubt are part of every entrepreneurial journey, but my faith has kept me grounded. Each challenge has strengthened my resilience and reinforced the belief that what is truly meant for you will arrive in its proper time.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I am a multidisciplinary creative, entrepreneur, and recording artist. As SiMM CiDi, I create music that blends introspection, spirituality, and real-life experiences. As the founder of rareFORM, I’m building a lifestyle brand that represents alignment, individuality, and the pursuit of one’s highest self.
The meaning behind rareFORM is deeply personal. As an artist, I’ve always believed that when we write, record, and perform, we tap into a higher frequency. Music is energy—it is transmitted from the creator and received by the listener. At its best, that exchange has the power to elevate people, inspire them, and help them connect with a deeper part of themselves.
rareFORM was created to capture that same energy and translate it into a brand. Through both my music and my clothing, I aim to deliver a feeling of empowerment, authenticity, and spiritual alignment. The message is simple: every person has a rare form within them, and when they operate in that space, they are functioning at their highest level.
What I’m most proud of is creating a brand and artistic identity that genuinely reflect my life journey. rareFORM is more than apparel, and my music is more than entertainment. Together, they are vehicles for storytelling and transformation.
What sets me apart is my ability to merge music, fashion, entrepreneurship, and spirituality into one cohesive vision. Every song, design, and business decision is rooted in purpose and intended to inspire others to embrace who they were created to be.
Can you talk to us about how you think about risk?
I believe risk is a necessary part of growth, but I view it as calculated faith rather than reckless decision-making.
One of the biggest risks I’ve taken was rebranding from PAPERCHASE to rareFORM. PAPERCHASE represented a mindset of pursuing success, while rareFORM reflects a deeper understanding that I don’t have to chase what is already aligned with my purpose.
Another major risk has been continuing to invest in my creative vision while balancing the responsibilities of fatherhood and entrepreneurship. Building a brand and releasing music independently requires significant time, resources, and belief in something that may not show immediate results.
I’ve learned that the greatest opportunities often come when you are willing to trust your vision and stay committed to the process. For me, risk is about choosing purpose over comfort and having faith that consistent effort will eventually lead to meaningful impact.
Contact Info:
- Instagram: @simmcidi
