The Unconventional Journey of Wut Da Hek Clothing Co.
Embarking on the journey of creating a company and establishing a brand from scratch is no easy feat. Doing so in a saturated market, where products and clothes fight for attention at every turn, adds an extra layer of complexity. Crafting a brand that not only stands out in a crowded industry but also narrates a unique story is a challenge that Lydia Glashower and Nicole DeRoo undertook when they founded Wut Da Hek Clothing Co.
In the words of Denzel Washington, “Dreams without goals are just dreams, and ultimately they fuel disappointment. On the road to achieving your dreams, you must apply discipline but more importantly, consistency, because without commitment, you’ll never start, but without consistency, you’ll never finish.”
Lydia and Nicole not only embraced this philosophy but molded their lives around it, turning their dreams into a reality. With unwavering commitment and consistency, Lydia and Nicole implemented goals into the dream of the Wut Da Hek clothing company. They continue to create goals for the brand and they continue to grow their company.
Wut Da Hek, a clothing company born out of the vision of two young entrepreneurs, Lydia and Nicole, emerged when they were just 19 years old. The essence of the brand revolves around challenging societal norms and pursuing dreams, even in the face of skepticism (or when people say wut da hek).
Their journey began with a very low interest in traditional educational paths, believing in a more impactful and productive approach to learning through life experience. Fueled by a shared love for travel and a desire to experience diverse cultures, Lydia and Nicole embraced a low-budget, on-the-go lifestyle. Their mindset, a blend of positivity, optimism, ambition, and creativity, became the driving force behind Wut Da Hek.
Lydia and Nicole narrate the story of their company and share their experiences of running a small business through a promotional video that is part of their “Unconventional Journey” campaign. The video not only captures the essence of their brand but also highlights their friendship and their life in Hawaii where things became concrete for Wut Da Hek.
By living out their dreams, removing conventional spelling and grammar, and establishing their own set of rules (or lack thereof), Wut Da Hek embodies a fun lifestyle, nonconformity, and uniqueness. They question the need for compliance in language and embrace a style that resonates with their brand identity.
Lydia and Nicole began their company only selling through Instagram DM’s, therefore they have a passion for their Instagram followers. Because of this almost all of their promotion is through Instagram. The “Unconventional Journey” campaign has a series of posts that will be posted on Instagram that shares their story and communicates the vision of the company. These posts serve as windows into their lives, offering a glimpse of the passion that propels their creative endeavors. Below are three posts that will be part of the campaign that will also have captions that share more insight into the products they sell. Through this campaign on Instagram, they are advocating for authenticity, urging people to turn their dreams into reality.
Lydia and Nicole exclusively craft all the designs used for Wut Da Hek, utilizing only embroidery and never using screen printing. The start of their company traces back to the meticulous hand embroidery that they did for all of their early products, and their commitment to embroidery remains a profound passion.
Their designs are distinctive, offering a departure from the ordinary facets of everyday life. Take, for instance, their whimsical “chicken on a surfboard” creation — a manifestation of their time living in Hawaii. What sets their designs apart is their origin in dreams that materialize into tangible, unique realities.
Notably, each design showcases something of a personal experience. Designs that they have out right now include stick-and-poke tattoos, self-administered after Nicole’s return from living in Australia and before Lydia’s move to Switzerland.
Another aspect of the “Unconventional Journey” campaign is a poster that they will be using to promote their company and their vision around both of their college campuses. Nicole attends Central Michigan University and Lydia attends Baker College. It took a while for Lydia and Nicole to find their way to college but they both are currently enrolled.
Nicole took a gap year after high school doing missions in Australia and the Solomon Islands and then came back home during the COVID-19 pandemic to find her parents had signed her up to go to CMU. She hesitantly went but is now grateful for her education. She believes that education can be done in much better ways but understands sometimes it is necessary based on society. Nicole is currently a senior studying public relations and is set to graduate in December 2023.
Lydia started college right after high school and attended Grand Valley State University, when the COVID-19 pandemic hit she dropped out and went to do missions in Switzerland and Tanzania. She came back to the States, worked for a year, and started attending Baker College this past fall studying Radiology Tech. Lydia is grateful that the route she took right after high school has been unconventional because she's learned a lot through experiences and has gotten to know who she is and what she wants.
The poster, a visual embodiment of the brand, encapsulates the vibe of Wut da Hek. It serves as a comprehensive representation of Lydia and Nicole’s journey, encapsulating the uniqueness, creativity, and authenticity that define their brand. The poster acts as a visual manifesto, inviting individuals to join the movement and infuse their dreams with the same consistency and discipline that Wut da Hek has.
Wut da Hek is not just a clothing company; it’s a testament to the power of dreams, consistency, and individuality. Lydia and Nicole have created more than just a brand; they have cultivated a movement that challenges the norms and encourages others to do the same. Through their video, social media posts, and poster, they communicate a powerful message of embracing uniqueness, pursuing dreams, and living authentically — a message that resonates in a world saturated with conformity. Wut Da Hek stands as a beacon of inspiration, urging individuals to live on the edge, not conform, and be unique.
