We were lucky to catch up with JohnJames (Ø2) Urata recently and have shared our conversation below.

Alright, JohnJames (Ø2) thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

The mission behind Ø2riginal comes from a real place. It’s always been about creating something that feels essential to who I am and the world around me. That’s why I named my company Ø2riginal — like oxygen, something you need to survive, but also a reminder to stay true to yourself. I started this brand during a time when I felt like there wasn’t a lane for people like me. I’m Japanese, Mexican, and Filipino. Growing up in a diverse city like Carson , Ca. I was raised around many different households of all races. I embrace all my cultures and have a deep appreciation for each. I’m constantly learning more about my roots and always looking for ways to pay homage to my ancestors through my work on and off camera.

I made it my mission to build something that reflects authenticity, a brand that speaks to people who want to express their originality without watering it down. Every drop, every design, every event like Ø2 Day is a reflection of that. It’s not just clothes, it’s culture, it’s community, and it’s a commitment to showing people that being yourself is the most valuable thing you can be. That’s what Ø2riginal stands for.

JohnJames (Ø2), before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’’m JohnJames Urata also known as Ø2, Founder, Director, and Designer of Ø2riginal. I have a handful of positions with other companies behind the scenes as well. My journey into the creative industry started with a deep passion for art, design, and self-expression. Growing up surrounded by street culture, music, and diverse influences, I always felt drawn to using visuals and fashion as a way to tell stories and connect with people. We are a walking canvas and what you wear and how you wear it can tell a lot about you. Over time, that passion evolved into a clear mission: to create a brand that stands for authenticity and originality without compromise.

That’s how Ø2riginal was born. Ø2riginal isn’t just a clothing brand, it’s a community and a message. We focus on producing dope, high-quality gear that reflects individuality. We operate at our own pace, making sure every drop, every design, and every event feels true to who we are. The products we create are meant to empower people to express themselves boldly and unapologetically disregarding what were supposed to be doing.

What sets Ø2riginal apart is our commitment to staying authentic and not rushing to follow trends or fear if missing out. We build culture, not just clothes, and that mindset attracts clients and fans who want to connect with something real.

I’m most proud of how Ø2riginal has grown organically and slowly from a personal vision into a respected brand with a loyal community. We’ve built a space where people feel seen and inspired to be themselves. What I want our followers to know is that Ø2riginal is about owning your uniqueness, expressing your truth, and always moving forward on your own terms. Our work is a reflection of that, and it’s only just getting started.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Keeping in touch with clients and fostering brand loyalty is all about genuine connection and consistent engagement. At Ø2riginal, we prioritize building real relationships rather than just transactions. We stay active on social media, share behind-the-scenes content, and keep our community involved in the creative process so they feel like they’re part of the journey.

We also make sure to deliver quality products and experiences that exceed expectations, which naturally builds trust and loyalty over time. Whether it’s through exclusive drops, events like Ø2 Day, or personalized communication, we create moments that make people feel valued and connected to the brand.

Ultimately, loyalty comes from authenticity — being transparent, listening to feedback, and showing appreciation for everyone who supports Ø2riginal. That’s how we keep our community tight and growing. We’re still small in my eyes now but we got a solid community of heavy hitters. If you know , you know about Ø2riginal.

Any advice for managing a team?

Before I started building a team, I wore every hat myself — designing, managing emails, shipping, marketing, basically running the entire brand solo. I was used to handling everything on my own, which was a lot, but also meant I hadn’t really experienced working closely with a team.

When I attended a creative camp with Supervsn and worked with Mizzle, I realized how different and valuable team collaboration could be. I asked him for advice because it was my first time really working with others on a project, and he told me to focus on creating the best possible output. Instead of pushing personal opinions, ask, “What’s best for this project?” and let that guide the team’s decisions.

That advice changed everything for me. It helped me grow into leading a team where everyone’s input is valued but the focus stays on the brand’s vision and quality. It’s made managing the team easier and has helped maintain high morale because we’re all aligned on a shared goal.

Contact Info:

• Website: https://www.o2riginal.com
• Instagram: https://www.instagram.com/johnjameso2riginal?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr https://www.instagram.com/o2riginal?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
• Youtube: https://youtube.com/@o2riginal?si=zzhhaGa7KDp4ycTs
• Other: IG: @johnjameso2riginal / @o2riginal

Image Credits

@maccthashooter
@dopeitsdamo
@worldwideschane