This past summer, Tulane senior Olivia Epstein created her own tie-dyeing business, og the brand. Her original plan was not to create a business; she loved tie-dying shirts for little kids at camp and decided to make a few tie-dye items for herself. Her friends loved her sweatshirts and asked her to make them some. As the demand for her pieces grew, Olivia realized there was potential to transform her her sweatshirts and tees from a fun hobby into a business.

og the brand Instagram

og the brand quickly became popular as Olivia began photographing her items and created an Instagram account (@og_thebrand). She recounts that Instagram was instrumental in launching her brand, as it led to many new customers. As of this article’s completion, she’s fulfilled over 150 tie-dye orders. Each item is completely unique and customizable. I had the chance to sit down with Olivia and ask her about the launching of her brand.

Q: Have you always had a passion for fashion?

A: I have a passion for the lifestyle industry. Whether it be fashion or home design, I’m super into style. I enjoy finding my own style and being unique. My style includes a love for comfort, making sweatshirts a big part of my wardrobe. When starting my company, I wanted to create something not only stylish, but comfortable too!

Q: What do you enjoy most about the tie-dying process?

A: Tie-dying is a super intricate process that takes a lot of time. I actually enjoy the amount of time it takes and think it’s a great stress reliever. Tie-dying is a time when I can take a break from anything that’s going on and just relax.

Q: How did you think of your brand name?

A: My name is Olivia Grace and my family always called me og. og also stands for original gangster, so I thought it was a cool name. I made my logo to look like a smiley face!

Q: What are the pros and cons to having your own business?

A: One pro is being able to be in control of the entire process, from the buying of the sweatshirts, to the hands on making of them, to the sale and promotion of them. I’ve learned so much from this entire process. There are not really any cons, it’s just a little nerve-wracking putting myself out there. I had to realize that not every sweatshirt will come out perfect and sometimes I will hear negative feedback, but it’s all a learning process. I look forward to listening to feedback and expanding my brand.

Want to order some tie-dye? Follow @og_thebrand on Insta and DM to order!

og the brand Instagram

Cover Photo: og the brand Instagram


About Jessica Ravitch

A freshman from outside of DC, Jessica loves all things fashion. In her free time, she enjoys playing tennis and going to spin classes.

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A freshman from outside of DC, Jessica loves all things fashion. In her free time, she enjoys playing tennis and going to spin classes.