Today we’d like to introduce you to Adriana Hadeez Weng.
Adriana, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
The start and continuation of NL.ND was far from easy. I had initially started the brand with my ex-boyfriend during the “honeymoon phase” of our relationship from a simple conversation where I merely said “New Levels. New Devils” is the approach one must have towards life. Acknowledging that the more knowledgeable, gifted, talented, successful etc. that you become, the more obstacles, threats and enemies you will face. We decided to test the market in South Africa (as that is where we are both from) and the response was great because not only is it a cool quote, it is relatable to people from all walks of life.
As the relationship progressed, I realized that my partner was becoming emotionally and physically abusive. However, I held on for much longer than I should’ve for the sake of the vision of the company. We eventually broke up and he did everything possible to try and take me out of a company that I had started. Many women go through such traumatic experiences and simply give up. That was never an option for me. I took this as an opportunity to refocus New Levels. New Devils towards a more socially conscious direction specifically depression, abuse, rape and woman empowerment. We have a few projects coming up that will highlight these causes. We can do this by still being a fashionable brand, we simply have a story behind us. We want everyone who wears our brand to feel like they are a part of a community; that they are apart of our family as well as to feel empowered. We especially want women to feel powerful and in love with their bodies, however, they wish to express it. Feeling comfortable and sexy in your skin as a woman today is so difficult whether it is from influences of Instagram, self-loathing, personal relationship whatever it is, I want women to feel like they can be whoever they want when they wear this brand.
Additionally, NL.ND looks for models and brand ambassadors who are unconventional, edgy, passionate about their talents and determined to win in this industry. Many times they can be models who have been overlooked by agencies and big brands. This industry is difficult because there is always a specific “look” or package that brands are looking for because “beauty” comes in trends. On the other hand NL.ND prides itself on being unconventional and in support of the LGBT community, models of color as well as tattooed and pierced models and more.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It is definitely not a smooth road especially doing almost everything alone from designing the clothes, the graphics, the creative direction for our big photoshoots and commercials, modeling some of the items myself by taking pictures with a tripod, marketing the brand and building the website. I am also a full-time undergraduate student so I have to use my time effectively and efficiently to maximize my productivity.
The fashion industry is extremely competitive because there are so many different brands available, so it is about having desirable prices for your target market, providing value to your customers, keeping up with trends and having a visually appealing Instagram/photoshoots/commercials etc. Starting a business is also so much more difficult than expected because you need to teach yourself business and sales tactics so that you have a competitive advantage. For instance learning sales funnels, marketing tactics, improving efficiency via shipping (domestic and international), using the appropriate SEO for your website so it drives traffic to your page, knowing your industry ins and outs so essentially I have to read books, e-books and watch online tutorials about how to better an e-commerce business everyday.
Tell us more about the business.
We are a minimal urban streetwear brand that is fashionable yet socially conscious. We build a family like community with our talent, customers, supporters and followers. We also do what we can to support their talents, whether it is collaborating with their brands, promoting their events or music on our stories. So whenever we post visuals on our social networks, we always receive love and reposts because of how we push and support their talents and events. We are constantly being represented even if we don’t ask because people feel like they can relate to our brand and that it makes them feel strong and special. One customer wears our brand to every big model casting she goes to because she feels like it gives her confidence. This is what makes me most proud. This is also what sets us apart from others, that our brand has meaning, it is not just a name; it is a quote, a way of life and a community of people who love and support each other.
Has luck played a meaningful role in your life and business?
I don’t necessarily believe we have experienced bad luck because you can always turn that into an opportunity as I did when losing my partner. I felt like I was losing everything and that I wouldn’t be able to continue this brand by myself. The brand was put on hold for a few weeks before I realized that I can actually use this brand to speak to people that may be experiencing the same thing.
I am a firm believer in the law of attraction, so whether that is considered good luck or not. The moment I put full focus on my brand via implementing short-term and long-term visions, they do start to formulate. This interview itself I believe is a form of good luck/ product of the law of attraction because I told myself in May that sometime this year I would be able to tell my story through my brand so that it can empower people. That they realize things are not always easy and that there is light in the darkness if you continue to fight for it. Right now I have the opportunity of telling my story for the first time.
Overall furthering my studies in Miami is a form of good luck because as a South African 22-year-old student with a company in the U.S. trademarked and registered sounds like a dream. When I first moved here four years ago I had no idea that I would be starting a clothing brand. Now I’m in Miami and it is already an international brand in just under a year. I still can’t believe it sometimes.
Pricing:
- Classic unisex T-shirts are $15
- Biker Font Crewnecks $33
- Classic Hoodie $35
Contact Info:
- Phone: 7865565719
- Email: admin@newlevelsnewdevils.org
- Instagram: instagram.com/newlevels.newdevils
- Facebook: https://www.facebook.com/NewLevelsNewDevilsOfficial
Image Credit:
1. Model: @julezus @keeksmokhobo @kiara.durkin @josie_kx Shot by @teemantv
2. Model: @gaspjay @mdam29 Shot by @_hadeez_
3. Model: @julezus Shot by @tkmogotsi
4. Model: @Synnhardy Shot by @foulsterr
5. Models: Vanessa, @kaixip @_hadeez_ Shot by Josh
6. Model: @_aprildonnelly Shot by @sherwen.diamond
7. Model: @donnatoni_xyz Shot by @_hadeez_
8. Model: @keeksmokhobo Shot by @Caseyjay.artistry
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