In a world where societal norms often dictate the path of least resistance, Liz Owens found her voice and, in turn, gave a community of women a platform to speak their truths. Worthy AF Apparel, Liz’s business, isn’t just about chic T-shirts or elegant tote bags; it’s a movement—a banner of self-acceptance and celebrating choices that don’t fit the conventional mold.
Liz’s entrepreneurship journey started long before Worthy AF Apparel came to fruition. “From the time I was little, I learned to sew when I was about 8 or 9 and wanted to be a fashion designer,” Liz reflects. Life had other plans as she ventured into theater and later into a stable career. It wasn’t until she DIY-ed her wedding that her passion for creative ownership rekindled. The experience inspired her to channel her creative juices into something tangible—thus, Worthy AF Apparel was born.
At its core, Worthy AF is more than just apparel; it’s a mission-based acceptance brand. From uniquely designed apparel to stories told through each piece, Liz offers more than trendy clothing—she offers validation and community. “We sell incredibly fun, unique, designed T-shirts and sweatshirts… but the mission behind it is to really have our customers feel part of a community that supports them and allows their voices to be amplified,” Liz explains.
Liz’s designs aren’t loud or overbearing; they’re simple and chic, intended for everyday confidence. “I wanted to keep it understated so people can stand out without standing alone,” she shares. Her pieces whisper strength and pride, leaving an indelible mark on those who lean into their authenticity.
Worthy AF Apparel isn’t just a business; it’s Liz’s second job and a passion project that’s grown amid the hustle and bustle of her full-time career. As Liz puts it, “When you’re in the 1st year of business, you’re always learning.” She embraces modern solutions like print-on-demand to efficiently manage inventory, share new designs risk-free, and continuously refine her approach. Through all the challenges, she remains determined, pushing past moments of doubt with the knowledge that steady progress beats speed.
Worthy AF Apparel: Pivots, Secret Weapons & Future Goals
A pivotal moment in her journey came during an event with a therapist and life coach, where Liz invited attendees to reframe negative experiences into empowering stories. This exercise led to a profound encounter with a woman who embraced her biracial identity, transforming self-perceived shame into a proclamation of worthiness. Liz recalls, “She asked if I could make her a shirt that said, ‘I’m biracial and worthy as fuck,’ and so I did.”
Liz’s secret weapon on her entrepreneurial path has been community. “The Entrepreneista League was probably the best decision I made this whole year,” she states. Surrounded by supportive women, Liz embraced her identity as a business owner and asked for help when needed—which she deems crucial for growth.
The future of Worthy AF Apparel lies in Liz’s ambitious vision of creating a marketplace for brands unified by the mission of empowering women. As Liz dreams of this marketplace, she also plans to incorporate services and collaborations, allowing the brand to become an empowerment hub.
Adding to her dynamic plans, Liz will host a Worthy AF retreat in Los Angeles in 2025. Aimed at fostering personal and professional growth, this retreat will be a space for women to share, learn, and connect—an embodiment of Liz’s vision for Worthy AF Apparel.
As Liz navigates her entrepreneurial journey, her passion remains unwavering, invigorated by the stories of women who find a piece of themselves in her brand. By shifting the narrative, Liz continues to forge pathways for women to express authentically, loud enough for the world to hear yet subtle enough to let them shine in confidence.
Here are some quick-fire glimpses into Liz Owens’ world:
What inspires you? Connection.
Favorite app on your phone? Ugh, God. Instagram.
Sweet or savory? Combo. I have to go combo.
What TV show are you currently watching? The diplomat. Ugh. It’s so good.
Describe your lazy days. I have a hard time with lazy days because I feel unproductive. But if it were just like, Liz, you are not allowed to do any work, it would be: wake up, make a cup of coffee, lounge on my couch with my kitties, maybe take a walk… make a great bagel with schmear and lox. And that’s it.
What is your favorite word in English? Oh, fuck. Literally.
Top three things on your bucket list. Oh, god. So many countries, so little time. Get back to Japan. My husband and I have our honeymoon waiting in the wings for the next couple of years to do Scandinavia in the winter to see the northern lights. And I wanna say like a TED talk.
Optimistic or pessimistic? Optimistic for sure.
What is your favorite fruit? Fruit? Oh, right now is mango, weirdly. Like a really good mango.
Liz’s journey embodies the spirit of her brand—unorthodox, unapologetic, and undeniably worthy. In her world, the narrative is straightforward: everyone deserves to celebrate themselves as they are every single day.
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