Hydromag
Side Hustle
Helping my communities
Entrepreneurship
Side Hustle
Helping my communities
Entrepreneurship
Side Hustle
Helping my communities
Entrepreneurship
SITUATION
Money to Give
The clothing industry is valued at a staggering $1.7 trillion. Let's put that figure into perspective. It's 1.7 million dollars, a million times over. 1.7 trillion dollar bills stacked on top of each other would reach 115,372 miles into space. If you were to spend $80 dollars every second, it would take you 674 years to spend $1.7 trillion. How much is $1.7 trillion? Unfathomable.
When I first encountered these numbers, my mind immediately thought of the good that could be achieved. Intrigued, I started researching the fashion industry, but the deeper I went, the more conflicted I felt. I admired the creativity and self-expression inherent in fashion, yet I couldn't ignore the insane profit margins and the lack of meaningful change that many companies were effecting. The idea that someone might willingly spend $750 on a plain white t-shirt not only confused me, but also didn't sit right. I wanted to create a venture aiming to bridge the gap between excessive spending on clothing and tangible positive impact.
OVERVIEW
Timeline
My Role
Overview
2016-Present
Hydromag is my creative outlet - a clothing company created to help other people chase their dreams. Here is our motto:
"The core of a strong community starts with the people, and that is the embodiment of Hydromag - a small-batch clothing brand that collaborates with small-business owners, artists, musicians, and creators alike. We serve as a platform to share their stories, and all profits are split 50/50 enabling them to continue their endeavors."
Creator - Clothing Design,
Marketing, Accounting
CONTENTS
Overview
Situation
Process
Research
Synthesis
Eureka!
Testing
Future
Reflection
Market Survey
I conducted a survey to understand people's perspectives on fashion and the driving forces behind their clothing purchases. These three charts show the most insightful findings from the survey.



Do you care about your
fashion / style?
What's your go-to clothing
item so special to you?
Are you more likely to buy
something if it's for a good cause?
50% - Sentimental / Exclusive
40% - Functionality / Quality
10% - Comfort
90% - Yes
10% - No
65% - Yes
25% - Indifferent
10% - No
RESEARCH
Key Insights From Survey
Perfect Blend
Users are drawn to both high quality clothes and what I like to refer to as the "X factor." For some it's exclusivity for others it's sentimental value. Both will be essential for success.
Fashion Matters
Nearly all users care about their fashion and style choices. I'm honestly pleasantly surprised by this figure, especially because of some of the people I know who took this survey.
🤣
Make a Difference
For my personal desire to make a difference, I needed to structure my company in a way that would create a positive impact. It's great to see the majority of users would support this idea.
Secondary Research
I found myself without a network of frequent designer clothing buyers, yet I was driven to understand the motivations behind splurging on apparel. Considering the staggering profit margins associated with these items, a designer brand could me a significant positive impact. However, grasping the market dynamics was crucial before diving in. Though finding raw statistics was difficult, I pieced together the three most prevalent reasons driving this trend.
RESEARCH
Status / Exclusivity
Wearing pricey brands can really turn heads, boosting confidence for some. Plus, when celebrities rock these labels, it often inspires others to capture that lifestyle too.
Fashion Enthusiast
Designer brands are known for pushing the boundaries of fashion, attracting individuals who share this passion and are willing to invest more money into their clothing purchases.
Quality
Designer brands are renowned for incorporating the finest quality fabrics into their designs, ensuring longevity and value retention.
User Interviews
Ensuring that the company made a positive impact was non-negotiable. However, the term "positive change" is too ambiguous. What exactly constitutes as positive? What specific types of changes are necessary? To enhance the likelihood of user support, it was imperative to grasp what this concept meant to them. Hence, I chose to conduct user interviews, as I believed this topic required a deeper exploration and a more detailed explanation than a survey could provide. Heres what I discovered:
RESEARCH
I once donated books and received a picture of the children with those books. That made it all worth while.
-Adult
"
It never seems like it's something small, or something that has an answer.
-Young Adult
"
Unintentional Research - Mr. Beast
One night, I found myself engrossed in a YouTube video by Mr. Beast, undoubtedly the most renowned and successful YouTuber globally. In this particular video, he was embarking on a mission to install 100 water wells across Africa, providing clean drinking water to communities for the first time. Witnessing this, I couldn't help but marvel at the impact a single individual could have, surpassing the efforts of even world governments.
As I delved deeper into Mr. Beast's content, I noticed a recurring theme—his dedication to helping people, one individual at a time. The comment section was filled with positivity and genuine admiration for his acts of kindness towards other individuals. It seemed viewers tuned in not only to be entertained, but also because of the positive impact that stems from supporting Mr. Beast. This resonates with people - after all, he is the most famous Youtube on Earth. After that night, and thorough my weeks of research, I gained a clearer understanding of the path I wanted to pursue.
RESEARCH
The Abyss
Users are hesitant to donate to larger scale foundations. They want to actually see where their donations is going, rather throwing money into the "abyss".
Community
Users favor local initiatives rather than tackling larger issues. There is a stronger sense of connection, which makes their contributions feel more personal and effective.
Desire to Give
The majority of users actually have a desire to help and give back, but don't know the best way to do so. As previously mentions, users don't like the idea of donating to a foundation.
PROCESS
Start
Finish
Discover
Define
Develop
Deliver
PROBLEM
DEFINED
Ideate
& Test
IDEATION
DIVERGE
TEST MARKET?
CONVERGE
Understand,
Define
RESEARCH
DIVERGE
SYNTHESIS
CONVERGE
Modified Double Diamond
I was excited about the idea of applying the double diamond method to create a business plan instead of a digital product. However, I realized there would be some adjustments needed from my usual process. Unlike a single digital product or prototype, testing a business plan would be more challenging. Moreover, this would be an ongoing process that I would need to maintain as the company grows, with no clear endpoint.
*INTERACTIVE IMAGE
Prioritization Plotting
At this point, my mind was racing with ideas and I needed a method to sort through them. That's when I decided to compile my research and create a prioritization chart. This would give me a clear visual of all the key points I had gathered, and sort them by importance.
SYNTHESIS
Must Do
Should Do
Won't Do
Could Do
Make clothes high quality
Make clothes exclusive
Drive a positive change
Social media driven
Help individuals over large scale issues
Help community members
Show people where their money is going
Tackle larger scale issues
Donate to foundations
Approach with a "make money" mentality
Designer level prices to make a bigger impact
Show whole process on Youtube like Mr. Beast
The Birth of Hydromag
In my UX process, I embrace the unpredictability that sometimes things don't go as planned. I prioritize good ideas over rigid adherence to a set plan. During prioritization plotting, the perfect idea sparked: a clothing brand that collaborates with community members to support their endeavors. Rather than focusing on well-known figures with abundant resources, this brand would spotlight the remarkable stories of everyday individuals—the risk-takers pursuing their passions and shaping our communities. After some refinements, this is the final process I created:
EUREKA!
Step 1: Clothing Line
The first step in each collaboration involves creating a small-batch clothing line that draws inspiration from the collaborator's brand. Each piece is meticulously hand-stitched, uniquely numbered, and of the highest quality. These features are essential, as they directly align with the desires and requirements of the market, a conclusion supported by my research findings.
My brand will take full financial responsibility for the entire order and share fifty percent of the profits with the collaborator. This arrangement empowers them to sustain their passion and endeavors.


Step 2: Telling the Story
Step two involves showcasing the collaborator's story and through numerous media projects. These, along with the clothing line, act as catalysts to propel their brand forward. These stories become the backbone of the brand, focused on empowering remarkable individuals to pursue their passions.
Additionally, each year, I will publish a physical magazine showcasing all the brands we've collaborated with. This publication not only offers exposure but also serves as a form of inspiration for other aspiring entrepreneurs and creators alike.
What About The Name?
The essence of my brand lies in storytelling, so I felt it was crucial that the name resonated with this idea. Seeking inspiration from my surroundings and passions, I pondered ideas surrounding my love for the ocean and surfing, both integral parts of my life. It just felt right integrating these passions into my brand. After what seemed like an eternity of brainstorming, and perhaps losing my mind a bit along the way, I arrived at The Hydro Magazine - or Hydromag for short.
EUREKA!
Leap of Faith
This past February, I decided to put my business plan into action. My local surf shop, Cinnamon Rainbows, had faced a devastating fire in August 2023. Witnessing CR's hometown come together to raise $50,000 to support the shop was a powerful testament to the strength of community, and I knew this story had to be shared.
The collaboration was a great success - the Cinnamon Rainbows team and customers who purchased items from the line gave overwhelmingly positive feedback. The entire order sold out in the first day, and Cinnamon Rainbows is looking to collaborate again next year. You can read the full story here: https://www.thehydromagazine.com/blank-2
TESTING




Momentum
Word has spread and I've had multiple people reaching out to collaborate. I'm currently in the midst of two projects, with a third one on hold until I have more time. Product design is my top priority, so I wont let this consume too much of my mental capacity. This is my passion project - it's fun, and I plan on keeping it that way. Keep an eye out for the next clothing drop—I promise you won't want to miss it! Follow the brand on social media to stay up to date.
FUTURE
NEXT PROJECT
REFLECTION
What I learned
The Power of the UX Process
For a while, I was exploring ideas to kickstart a business. Reflecting on some of the concepts I nearly pursued, I've come to realize the significant misstep I would've made. Those ideas lacked consideration for the user, and even when there was some thought, it was often based on arbitrary reasoning. The UX process goes beyond just digital products; its impact is truly remarkable.