Hud Oberly is the Native American founder of lifestyle apparel brand Here’s 2 You. From an early age, he was taught to be detail-oriented and observant. He learned the importance of community building from Osage gatherings. Now he’s applying those skills to the brand he’s built with Here’s 2 You.
There are no overt Native American designs in the garments, but Hud, who is Osage but also part Caddo and Comanche, said that in many ways it still reflects his upbringing. “Everything I do is brought to you through the values of my Osage Way,” he said.
Ideate through creative briefings
The first step in building Here’s 2 You was defining its brand values through a creative brief, an exercise Hud learned in college and implemented during his previous role as creative director of Urban Native Era, another Native fashion brand.
He asked himself questions such as what made his brand different from other brands, what was his value proposition, and what types of products best conveyed the brand message. He decided to use clothing as a vehicle: “One of the ways for a brand is to make everyone believe that they are creative, because if you believe that you are creative, you will be more confident,” Hud explains.
Launching his first product with purpose
Hud’s brand was largely his own creation, which meant learning many different aspects of the business. He learned the basics of sewing from his mother and continues his sewing education through YouTube videos. Just a few months later, he launched the first Here’s 2 You merchandise.
Hud intentionally creates products that are more sophisticated than screen-printed T-shirts or hats. “I want people’s first impression to be, ‘This is intentional. It’s handmade,'” Hud said.
Hud also wants to show that local designers and artists don’t have to limit themselves to creating work that specifically references their culture. “I want people to do things that make them happy, whether or not they use native symbols and traditional patterns,” Harder said.
Foster creativity and community
Hud has found ways to make Here’s 2 You a platform for creativity and community. Within the products themselves, he knew that something as simple as adding a patch to a work shirt could make customers feel like they were part of something bigger. “I want people to feel like they’re part of the creative department of Here’s 2 You,” Hud said.
The brand also hosts events such as “Summer Art Camp,” where participants can paint their own artwork and meet other local artists.
Hud’s commitment to building a network of support is evident as he integrates artists from other backgrounds into his brand campaigns, creating a vibrant and inclusive creative community that has been part of his brand values from the start.
Navigating the Entrepreneurial Landscape
Hud emphasizes that building a business requires many people and collaborators. At times, he admits it can be challenging to constantly show up and meet new people, but he knows it’s a big part of his brand’s success. “I’m following my own path and hopefully inspiring other people to not only do what I do, but do what makes them happy,” Harder said.
To learn more about how Hud uses his creativity every day and inspires others to do the same, listen to the full interview Shopify Masters.
