The Ambitious
Yosei Apparel was a fitness apparel brand I co-founded in Tacoma, Washington in mid-2017. Built around positivity, self-belief, and the law of attraction, the brand used uplifting messaging and intentional design to create clothing that encouraged people to lead with confidence and purpose. The name Yosei was inspired by positivity, reflecting the heart of the brand’s mission.
I led the creative direction of the brand from the ground up, designing every piece of apparel and shaping its full visual identity. My work included product design, mockup creation, photography, video production, editing, and marketing asset development. Because the brand operated through a print-on-demand model, I also managed production-ready design preparation and product presentation to ensure the final output matched the vision.
Yosei Apparel became one of my earliest major experiences with modern social media marketing. Through intentional community building, brand storytelling, and consistent visual content, I grew the Instagram page from zero to more than 14,000 followers in just nine months. As the brand expanded, I recruited ambassadors, coordinated shoots in Washington and California, and helped grow its reach internationally, with apparel worn in places including Germany and supported by a strong amount of user-generated content.
The brand remained active through mid-2021 before production gradually came to a close as creative priorities shifted. Even so, Yosei Apparel became a major foundation for my growth as a creative, teaching me how to build a brand, lead visual storytelling, market through social media, and turn an idea into a community-driven product.
