"That is the goal. I feel like my clothes are adaptable—like, anyone can wear my clothes, and I want everyone to be able to wear them." ~Zaire "Z" Singleton
By | Aniyah Davies
In this new age of technology, there are so many negatives—lack of engagement, data theft, and shorter attention spans—but what if you could use technology as a tool to help thrust yourself into the industry? Zaire, also known as “Z,” is originally from Akron, OH, and has propelled himself into the fashion industry by using social media as a marketing tool for his brand and products. While also staying true to himself and the vision he has curated around his brand, Hefe Ulv, Zaire has discovered himself and the kind of brand owner he wants to be. We sat down with Zaire to get his perspective as he continues his journey of growing his brand, making it a staple within streetwear, and transitioning into post-grad life.
Tell me about your brand.
“The name of my brand is Hefe Ulv; “Hefe” means boss or leader in charge of something, and “Ulv” means wolf, which is the symbol of my brand. I came up with the name, the branding, the aesthetic, and some of the ideas I was going for right after high school in June 2020. I was transitioning from being a senior in high school, just figuring my life out as I was going into college. At the time, I just wanted something else that I was passionate about. I had been playing sports most of my life, but I always wanted a clothing brand—I always wanted to express myself in an artistic way. I’ve always been interested in fashion, music, and movies. I was always into that stuff, but no one really knew. So as soon as I got out of high school, I decided that I was going to go for it. I wrote everything down and went from there.
I started with graduation money—I had a little over 100 dollars and bought 10 shirts. Then I sold all of them, used the money I made, and reinvested it over and over again. This was all after I got my LLC and everything. Once I did that, I was going into college. I was a first-year at Ohio State when I bought a bulk order of hoodies and started making TikTok videos. I just posted videos, and then I posted a video of me introducing myself, and it blew up on Twitter, Instagram, and everything else. Everyone on campus could see it, and that was during COVID season when people weren’t really seeing each other and had to figure out ways to get their name out there. So I started using that as a tool, and I sold out of all my pieces, made my money back, and more. After that, I just kept doing it.
But then I took a break for a year and came back to it around my junior year. I dropped my first collection of clothes, and it blew up—I’m not gonna lie—on campus, in the Columbus area, and in my hometown. The people who knew me saw it, but it blew up predominantly on Ohio State’s campus. Once I saw that, I started doing pop-up shops. Those pop-up shops were really helpful because they allowed people to see my brand. Before each pop-up shop, I’d order my pieces about a month in advance so they would arrive on time. Each time they arrived, I would market them with a video or do something trendy that showcased my style, and I would post it every week leading up to the pop-up shop. That’s how I got people to come out and actually buy my stuff. I would have my friends who also had brands or businesses come out too, and we would host pop-up shops—that lasted about two to three years. During that time, I met a lot of celebrities, like Babyface E and Babyface Ray. I met a lot of people, had a lot of cool experiences, had a lot of trials and tribulations that shaped into that man that I am today and yea were gonna keep going.”
Has fashion always been a passion of yours?
“Fashion is something that I’ve always wanted to do, but you know, it took me a while to find myself—like, find out who I am. I feel like once I became more confident in myself and continued to better myself—learning and growing as a young man—I began to, you know, find my style. But I feel like I always had style because my biggest inspirations were my mom, my uncle, and my father. Fashion-wise, it was definitely my mother and my uncle because my uncle had a clothing brand before me, and I watched him make clothes by hand growing up. I saw all that, and my mom, she introduced me to fashion. She gave me the vision, the groundwork, the foundation.”
How does where you come from play a part in your brand and creativity?
“I would say yes and no. I would say yes because, not gonna lie, Ohio has its own style a little bit. Like, we dress for the seasons, and I believe we shine the most during fall or when we have to layer up—we have a cool Midwest kind of look. Growing up, I would see stuff, like Akron had its own culture of being artsy for a little bit, and during that time, I would see inspiration and different styles. But not really—I would say all of the things in my brand come from things that I like. Then I just apply it and try to make things that I want. Sometimes I want it to tell a story, sometimes it might just be something that I would wear. But it could be for a different vibe or aesthetic—it’s just for whoever wants to wear it.”
Do you think that being Black or a person of color as a creative has made you think about your brand differently?
“Yes. I feel like it’s a superpower for real because I feel like as Black people, we have to adapt to any environment that we’re in. But at the same time, we don’t even think about it—it’s subconscious. We’re just so dope, like, that’s just what it is. It’s something that’s in you.”
What are some of your biggest accomplishments while owning a brand?
“I would say just the reach that my brand has gotten. I aim to get my brand’s name out there and to the masses, but I don’t aim to overdo it. I don’t do things out of the ordinary or out of my comfort zone to get attention. I’d say I do it on my own and in an organic way. The fact that I’ve been able to do that—organically, staying true to myself creatively and everything—and still getting that much traction means a lot. People will come up to me and already know who I am because of my brand, and that means a lot. They might live in the middle of nowhere, but they know of me and what I’m doing.”
What challenges have you faced while building your brand, and how have you overcome them?
“Sometimes I’ll get in a funk of not wanting to create or just not having that spark for a while. Or even in the early stages, I wasn’t taking my time. That’s one thing I’d say to anyone trying to do this—take your time, there’s no rush. It will be done when you say it’s done, and don’t show anybody until you feel like it.”
How do you want people to feel when they wear your designs?
“I want them to believe in themselves. That’s my whole goal, my whole motto—that’s just with clothes in general. When you put clothes on, when you get fly, you believe in yourself and you believe you have confidence. That’s what I want people to do when they wear my clothes.”
Who or what inspires your designs the most, and why?
“I can’t put it on one thing. I would say a vibe—like, I don’t know how to explain it, but vibes inspire me to create different things. Or, myself—like, whatever I think is cool or whatever I think is unique is what I try to make. I used to try to make clothes to match trends, but I started making things that I like, and I feel like that has made me more successful.”
Where do you want to take your brand next?
“I want it to be the biggest it can possibly be. I know that’s cliché, but I want it to reach its maximum potential, and I don’t want it to be limited because I didn’t put the effort in or because I didn’t try my hardest. So, I’ll say, I want to put in 100% effort, and I want to see 100% results. And, mind you, I’ve been doing this every fall—only once or twice—I haven’t had the full capacity to do it for a full year because I’ve been in school. Now, I’m out of school, so I’m going to do a lot more.”
Do you have any advice for people who want to start their own clothing brand or want to create/design clothing?
“Don’t do anything half-ass. If you’re gonna do it, do it 100%. And it’s a marathon, not a sprint, so you have to take your time. If you’re not willing to put in four to five years or you’re not actually taking your time to build and grow, then don’t do it. But if you believe in yourself and believe you can do it, then do it.”
Hefe Ulv is just one of many creative ventures Zaire will pursue throughout his long career—not just in fashion, but as a business owner. While the brand may be what initially draws people in, what keeps them engaged is Zaire himself and the values he upholds: moving authentically, growing organically, and embracing the power of taking a chance on yourself, your dreams, and your potential. His journey is more than just a pursuit of passion—it’s about inspiring others to reach their full potential and feel their best as they present themselves to the world. That kind of impact is rare, and it’s what truly sets him apart.
Sources
Davies, A. S. (2025, February). Interview with Zaire Singleton. personal.
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