The Story Behind GWJT

Blood, Sweat & Jordans: Built From the Sole Up

Girls Wear Jordans Too didn’t begin with a polished business plan, a big team, or all the answers. It started with two cousins, best friends, and business partners who shared a love for sneakers and had a vision. Dee was tired of depending on large Facebook groups to decide when her posts were approved or whether people would even see them, so she and Unique decided to create a Facebook group of their own. As the community grew, they began noticing something bigger: women sneakerheads needed a space of their own and wanted clothing created with them in mind. The community came first, the need revealed itself, and GWJT began becoming the answer.

Building GWJT was definitely not glamorous. 😂 There were early designs that worked, some that absolutely did not, a sock idea that Dee still describes as “horrendous,” Friday pop-up sales, an Etsy experience that became the “hot mess express,” production challenges, fulfillment problems, and plenty of trial and error along the way. Eventually, Unique learned to produce the shirts herself, and GWJT moved to Shopify, where Dee and Unique began building more than a store. They built systems, customer lists, email marketing, waitlists, launches, and new ways to communicate directly with their growing community. Every problem taught them something, and every lesson helped GWJT evolve.

Their personalities have played a huge part in bringing GWJT to life, too. Dee is the professional one, organized and great with customers, while Unique is the firecracker, creative, outspoken, probably making somebody laugh, and usually coming up with the next idea before the last one is finished. 😂 Somehow, two completely different personalities became exactly what the business needed. They aren’t celebrities, and nobody handed them a blueprint. They’re regular women balancing jobs, families, responsibilities, and life, while learning how to build a business from the ground up. There have been overwhelming seasons and burnout, but quitting was never the plan. When one needed motivation, the other was there to remind her why they started.

Over the last two years, that vision has grown into a community of over 300,000 members and counting. GWJT has expanded across social media and grown far beyond its original products, with women’s, men’s and kids collections, accessories, Sneakerhead Definitions, Sneakerhead Court, a mobile app, and so much more. But what they’re most proud of isn’t simply how much GWJT has grown. It’s what the brand represents: women uplifting women, women empowering women, and creating a space where women can feel seen, represented, confident, and connected. GWJT may have been created around sneaker culture, but the community has always been the heart of it.

And they’re still building. GWJT continues to grow, evolve, learn, and dream bigger. Dee and Unique envision the brand reaching far beyond selling T-shirts online. They see GWJT becoming a name recognized throughout sneaker culture, creating financial freedom for their families, opening doors for bigger opportunities, and allowing them to pour back into the community that helped make all of this possible. There’s no pretend ending where everything suddenly became easy, because this story isn’t being told from the finish line. It’s being written right now.

GWJT is proof that you don’t have to have everything figured out before you start. Sometimes you just need a vision, the courage to believe in it, somebody crazy enough to build it with you, and the determination to keep going when things don’t go according to plan. 😂 What started with two cousins creating their own Facebook group became a community, the community uncovered a need, the need became a product, and the product became a business. Built by women. For women. Built from the sole up. And after all the lessons, laughter, mistakes, wins, late nights, and everything in between, Dee probably described the journey best: “Blood, sweat and Jordans.”

We’re Dee & Unique. This is Girls Wear Jordans Too. And we’re nowhere near finished. 💜