Hud Oberly is the Native American founder of the lifestyle clothing brand, Here’s 2 You. From a youthful age, he was taught to be specific-oriented and observant. He learned the importance of throng building from Osage gatherings. And now, he’s putting those skills into building a brand with Here’s 2 You.
The clothing doesn’t have overt Native American designs, but Hud, who is enrolled as Osage, but is also part Caddo and Comanche, says in many ways, it still embodies his upbringing. “Everything I make is brought to you by the values of my Osage ways,” he says.
Concepting with a creative brief
One of the first steps in building Here’s 2 You was defining its brand values through a creative brief—an exercise Hud learned at university and implemented in his previous role as a creative director at Urban Native Era, another Native fashion brand.
He asked himself questions about what would make his brand different from others, what his worth proposition would be, and what type of products would best convey the brand’s communication. He decided clothing would be the vessel: “One of the avenues of the brand is like convincing everyone they’re creative because if you depend you’re creative, you’ll be more confident,” Hud explains.
Launching his first product with intention
Hud started his brand largely on his own, and that meant learning many different aspects of the business. He learned sewing basics from his mother, and continued his sewing education through YouTube videos. Just a few months later, he launched the first Here’s 2 You items.
Hud intentionally debuted the brand with an item more intricate than a screen-printed t-shirt or hat. “ I wanted people’s first impression to be like, ‘This is intentional. It’s handmade,’” Hud says.
Hud also wanted to display that Native designers and artists do not have to limit themselves to creating work specifically referencing their population. “ I desire people to make what makes them joyful, whether that’s using the indigenous symbols and traditional motifs or not,” Hud says.
Fostering innovation and throng
Hud has found several ways to make Here’s 2 You a platform for fostering innovation and throng. In the products themselves, he knew adding something as straightforward as a patch to a work shirt can make customers feel like they’re part of something larger. “ I desire people to feel like they’re a part of the Here’s 2 You creative department,” Hud says.
The brand also hosts events, such as the “Summer Art Camp,” where attendees paint their own pieces of art and meet other local artists.
Hud’s commitment to building a supportive network is evident, as he integrates artists from other backgrounds into his brand’s activities, creating a vibrant and inclusive creative throng has been a part of their brand values from the commence.
Navigating the entrepreneurial landscape
Hud emphasizes building a business takes many people and collaborators. At times, he acknowledges it can be challenging to display up and meet recent people constantly, but he knows that is a large part of his brand’s achievement. “I’m on my own path that hopefully motivates other people to not just do what I do, but do what makes them joyful,” Hud says.
To discover more about how Hud uses his innovation everyday and inspires others to do the same, listen to the packed interview on Shopify Masters.
