We were lucky to catch up with Jeremy Webster recently and have shared our conversation below.

Jeremy, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

I had the idea for ODAAT Apparel in the darkest period of my life. I had just moved into sober-living after getting out of rehab. My family needed time to repair, my spirituality needed an overhaul and I needed a career change. Leading up to this moment, I had been struggling with alcoholism and I was very close to losing everything that mattered to me.

While in sober living, I wanted to give back to the recovery community and for those overcoming all types of adversities. I sought ways to subtly yet proudly express my journey and was searching for apparel that could seamlessly integrate into my wardrobe – something that was minimal yet meaningful.  I wanted to wear a “conversation starter” so to speak.  However, what I found was primarily cheap, print-on-demand products with clichéd slogans that lacked depth and did not resonate with my experience.

Though this, I recognized an opportunity to create something unique. The available options did not reflect the dignity of the recovery journey—there was a clear gap for well-made apparel that not only carried a genuine message of resilience and hope but also something that I could wear daily as a reminder that “all I have is today; I can get through today.”

I envisioned a line of apparel that represented recovery with the sophistication and quality it deserved. This endeavor was not about adding noise to the world of recovery merchandise; it was about elevating the conversation and offering a product that could be worn with pride.

There was a genuine, unmet need.  My vision is that ODAAT Apparel stands as a testament to resilience, providing a tangible symbol of progress and a means for self-expression.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Jeremy, the founder of ODAAT Apparel, and I’m nearing two years of sobriety. Just before the pandemic in 2020, my wife and I moved to Japan. It was here, away from all my familiar comforts, that I had to confront my delicate relationship with alcohol. I had reached a point in my life where continuing down the path of excess would cost me my relationships, my integrity and my life. As stated above, it nearly did. Because of this, recovery has become the cornerstone of how I now choose to live,  and with it, the desire to express this profound aspect through apparel.

When I started this brand, I had no direct experience in fashion. My professional background spans 15 years in business and branding, primarily working with large CPG (Consumer Product Goods) clients to launch new brands.

We tested dozens of materials from all over the world before launching the brand. I learned how to embroider, sew and print. After a lot of trial and error, we now offer a beautiful 100% organic cotton product sourced from Portugal. All embroidery and printing is done in-house at our studio in the USA.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

We’ve chosen to take a focused approach to how and where we sell our products. Our primary sales channel is through our own website, odaatapparel.com. This decision was made after careful consideration and exploration of various selling platforms, including Etsy and TikTok Shop.

It’s extremely important that we have a direct line to everyone that purchases from our brand. Some of our customers are experiencing their darkest moments in life and I really want to be available to them. Not just for our apparel but for them as a real person.

Sales are great, yes. They are necessary for a business to operate. More importantly, I want our customers to know that they are valued and loved, no matter the battles they are fighting. Whether it’s dealing with addiction, the loss of a loved one, or any of life’s tough moments, our brand stands with them. Our message is clear: you can get through it, One Day At A Time.  Our goal is to support your journey toward healing and remind you of your worth every step of the way.

Can you share a story from your journey that illustrates your resilience?

Starting a brand from scratch has been my biggest test of resilience, second only to my journey with sobriety.

When we first started, Print-on-Demand seemed like a no-brainer. It required no inventory, no overhead, and so on. However, after receiving samples from these printers, we realized that the only way forward was to test as many suppliers as possible and bring production in-house.

There are days filled with doubt. Will this design resonate with our customers? Is it being perceived as I intended? Did I order too many Mediums? Everything has been a learning curve and an opportunity for personal growth.

There is no one-size-fits-all formula. Each step of building ODAAT Apparel requires a hands-on approach. The process is relentless and demanding.

My passion for what ODAAT Apparel represents has been the driving force. This passion has sustained me through challenges and setbacks, fueling my commitment to push forward, innovate continuously, and build something truly meaningful. This is the essence of resilience that we, at ODAAT Apparel, proudly embody every day.

Contact Info:

• Website: https://odaatapparel.com
• Instagram: @odaatapparel
• Linkedin: https://www.linkedin.com/company/odaatapparel
• Other: Threads: @odaatapparel

Image Credits
ODAAT Apparel