Today we’d like to introduce you to Dajuan Freeman.
Hi Dajuan, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
When I first started Twelve Waters, it wasn’t meant to be an apparel brand. My original idea was to launch a product development company, but the name and logo changed everything. Once the design came together, it stood out in a way that felt more aligned with apparel than tech. The twelve lines, the twelve letters, and the name “Twelve Waters” gave me the same feeling that Nike gives me — but with deeper meaning.
The name wasn’t random. After spending over 24 hours searching through countless names, I prayed for guidance. Just two names later, “Twelve Waters” came to me, and it resonated deeply with my personal journey and growing spirituality. To me, “Twelve” represented the 12 tribes of Israel and the 12 apostles of Christ, while “Waters” symbolized the Word of God. That connection gave me fuel, clarity, and a sense of purpose. It showed me that I could serve God, take care of my family, and build something meaningful without compromising my values.
What began as an idea has grown into a lifestyle brand that now spans apparel, lip balm, soap, and wellness products. Along the way, I’ve learned the importance of consistency, resilience, and building community. Twelve Waters isn’t just about fashion or products — it’s about transformation. Every piece represents a step toward becoming the best version of yourself.
We recently showcased at Sony Hall for Runway 7 during New York Fashion Week, and we are also positioning Twelve Waters on platforms like RangeMe to connect with major retailers such as Target and Walmart. We’re expanding globally through Shopify, TEMU, and SHEIN. But at the heart of it all, the mission hasn’t changed: Twelve Waters is about bringing people together and inspiring them to dive into their own purpose.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Believe it or not, the journey with Twelve Waters has been very smooth from the beginning, and it continues to be that way today. That doesn’t mean it hasn’t required hard work, long hours, and sacrifice — but I’ve always felt guided and aligned with the path I’m on.
Each step has unfolded with purpose, from the name and logo coming to me in prayer, to opportunities opening at just the right time. Challenges do come, of course, whether it’s learning new systems, managing growth, or balancing responsibilities. But instead of feeling like setbacks, they’ve felt like part of the process — opportunities to learn and strengthen the brand.
Because of that perspective, I see the road not as difficult, but as directed. And that clarity has made this journey one of peace, resilience, and forward momentum.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I work as a mechanic and team leader at General Motors, where I specialize in diagnosing and solving complex automotive issues. My role requires both technical expertise and leadership, ensuring vehicles are safe and reliable while guiding others on the team.
At the same time, I am the founder of Twelve Waters, a lifestyle brand built on unity, clarity, and transformation. Through apparel and wellness products, I focus on creating pieces that go beyond fashion or function — they represent growth, purpose, and a sense of belonging.
What gives me fulfillment is knowing that both aspects of my work serve people in meaningful ways: one by keeping families safe on the road, and the other by inspiring individuals to dive deeper into who they are and who they are becoming. That balance of technical skill and creative vision is what sets me apart.
How do you think about luck?
I don’t look at my journey as luck, whether good or bad. I believe everything that has happened with Twelve Waters has been a result of prayer, preparation, and alignment. When I prayed for a name and “Twelve Waters” came to me, that wasn’t luck — it was guidance.
I see opportunities, challenges, and growth as part of a bigger plan. My role is to stay consistent, resilient, and faithful in the work. From showcasing at New York Fashion Week to expanding into major retail platforms, I don’t credit chance — I credit being aligned with purpose and being ready when doors opened.
In my view, it’s not about luck, it’s about walking in clarity and trusting the path that was meant for you.
Pricing:
- Smooth Lips Lip Balm – $10.50 (per stick) / $28 (3-pack)
- Apparel (T-Shirts) – starting at $30
- Apparel (Sweatsuits / Jackets) – ranging from $100 – $140
- Accessories (Hats, Scarves, Beanies) – $25 – $45
- Wellness Products – $10 – $15
Contact Info:
- Website: https://twelvewater.com/
- Instagram: https://instagram.com/twelvewaters
