And just like that WYWY was born.

There’s no perfect way to say this, so I’ll say it how it is:
WYWY wasn’t built from a business plan.
It was born from a phase in my life, when I didn’t have the words for what I was going through. I tried to express it another way.

WYWY became my voice when I had none.
A reflection of thoughts I couldn’t speak out loud.

I am not an artist or a designer, but using some AI tools, I fully expressed myself, what I was feeling and who I was becoming. That early phase of building this brand is my favorite. I said what I wanted to say fully and unapologetically. There was just so much inside of me.

It wasn’t about clothes at first, it was about expression. It was about creating something that meant something. A place where emotion could live outside of me. A brand built on feeling, not formulas.

But clothing has been a previous passion of mine that I always left in the middle. When I was pursuing my health care field, I wanted to launch a sportswear brand. When I got pregnant and didn’t find the right fitness clothes to wear to the gym, I wanted to launch a maternity sportswear brand. So WYWY had to be clothing, something that can be felt and kept with love.

When it started making sense to even one person, I was positive this would work. This wasn’t validation, this was recognition. I felt seen and heard.

Love,

Hamra