Destinee's Denim: Creating Her Digital Brand From Vintage Finds
Meet Destinee Elmore, the creator behind Urban Threads. Last summer, the Tampa-based thrifter started her digital brand after initially wanting to declutter her closet. A few months into her launch, she decided to rework vintage, thrifted denim.
“I have always been infatuated with the idea of creating,” Destinee tells me. “The possibilities when reworking denim are quite literally endless and I will always enjoy how creative I can be with any denim I come across.”
Destinee’s creative pursuit began as a young teen, after spending hours watching DIY tutorials on YouTube. She finds reworking inspiration from Pinterest pins, and also from observing fashion when she’s out and about. “Some designs tend to get monotonous, but since starting I find myself, by default coming across inspiration in everyday life. I could be in Target and see someone wearing a pair of distressed jeans, and take mental notes. Sometimes I don’t even have to try to look for it.”
The denim enthusiast tells me that denim is a huge staple in her closet. When she’s not lounging around in an oversized tee and pair of leggings, the twenty-two year old business owner opts for a fitted white crop top, denim shorts and sandals. “Almost every casual outfit I wear is paired with denim shorts or jeans.” When asked to describe her personal style, Destinee says she gravitates towards minimalistic styles and solids. “If I do wear color, they are earthy tones, so your maroons, olives, indigos and mustards.”
Her favorite part about having her own digital brand is the freedom to oversee everything. “It’s nice not having that external pressure of being on someone else’s schedule, and also not having to rely on others to get a certain task done,” she says. While she enjoys the freedom of being her own boss, she does mention that there is an ‘internal pressure’ of being the sole person running her business. However, the best part of it all is interacting with supporters and growing clientele. She loves “building genuine relationships with clients, all while producing unique pieces.”
Every day, Destinee maps out a game plan. “I make a simple sticky note or whiteboard to-do list, so I have a clear outline of what tasks need to be completed for the day. Whether it be working on custom orders, reworking items for the next drop, photographing items, planning feed and story posts, sourcing inventory, organizing inventory, etc., I have it all written out, so everything gets done in a timely manner and I don’t forget anything.”
Since starting Urban Threads, she notes that she’s become the most organized version of herself, managing her time, and getting multiple tasks completed within a certain schedule.
Her biggest motivation is proving the naysayers wrong. “I love hearing someone say I can’t do something, because I know it will make me that much more dedicated and passionate about what I do,” she explains. “Another aspect that goes hand in hand with what motivates me, is proving to myself that I am capable of achieving literally anything I put my mind to. I am fully equipped with the skills needed to be successful and I strive to make every day contribute to a better tomorrow.”
Within the next year, Destinee plans to expand her brand. “I envision my brand offering more styles in both men’s and women’s apparel. Perhaps, even shoes and other accessories,” she says. In regards to the operational side of her brand, she says, “I hope to bring in a partner or someone to aid in behind the scene work to help relieve some of the stress unrelated to the actual production of reworked items.”
You can find her reworked denim and poppin’ vintage pieces at UrbnThrds.com.
You can follow Destinee on Instagram
