Today we’d like to introduce you to Landon Reed.
Hi Landon, we’d love for you to start by introducing yourself.
I started dabbling in creating Awarewolf back in 2013 when I was messing around in my Orlando apartment with Walmart tees and cheap iron-on transfers. They were awful.. cracked, peeling, and I think I sold one before giving up, lol.
but in 2015, things got serious. I was two years on testosterone and trying to raise money for my top surgery. I gave myself a goal to sell 250 shirts in 6 months! so I went to a local print shop and had a few designs made! & with the support of my community on Tumblr, I hit it in four months!!! That moment lit a fire under me, and I knew I had to keep going.
by 2016, I had quit my job at Zumiez and started putting everything into Awarewolf. I was doing local events, fashion shows, radio shows & learning how to really connect with people and get the brand out there. then in 2017, everything shifted, I found my true style. that’s when Awarewolf started feeling like a real brand. I was screen printing everything myself, working with professional artists, printing custom neck tags & sometimes getting things manufactured!
in 2021, I left Orlando and moved to Cincinnati, bringing Awarewolf with me. the brand kept growing, and soon after came some of my biggest milestones yet: in 2022, my brand hit Spencer’s. and in 2023, it was carried by Zumiez. and in 2025, Awarewolf landed in Hot Topic. that full circle moment still feels surreal !!! I used to fold shirts at Zumiez, and now I can say MY brand hung on those walls.
but even with those big milestones, the part that means the most to me has always been the personal connections I’ve made. Seeing people light up when they find a design that feels like them is unforgettable. Sometimes it’s a smile, sometimes it’s a laugh, sometimes it’s a deep conversation. but those moments take me back to why i started all of this in the first place. to create something that represents our community from the inside out. Awarewolf has always been about visibility and awareness. It’s about possibility. Because sometimes you can’t fully know who you are until you’ve seen who you have the power to become.
So what started with cracked iron ons has evolved into a full blown business. & now nearly 12 years on testosterone and almost a decade post top surgery, I can see how far both I and Awarewolf have come. This has never just been about clothing. It’s about visibility, pride, and creating pieces that make people feel seen, powerful, and unapologetically themselves.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
one of the biggest challenges I face is that I’m a one person operation. I handle everything !! screen printing, packing, customer service, social media, and all the behind the scenes logistics. I wear ten different hats every single day, which can be rewarding but also overwhelming.
creatively, it can be tough too. since I’m the one coming up with every design concept, i sometimes hit creative blocks. and like any brand, not every design lands the way I hope :/ some ideas sell out instantly while others flop. that’s just part of the business, but it can be frustrating when you’ve put your heart into something.
the biggest ongoing struggle, though, is social media. when I first started, platforms worked so differently. now… with constant algorithm changes and the pressure of being both a creator and an “influencer,” it’s harder to reach people the way I used to. learning how to adapt to that has been one of the toughest parts of keeping Awarewolf growing.
As you know, we’re big fans of Awarewolf Apparel. For our readers who might not be as familiar what can you tell them about the brand?
Awarewolf is a queer lifestyle brand specializing in hardcore, unapologetically queer clothing. We’re known for being different from the typical “rainbow-only” brands! our designs are bold, tattoo-inspired pieces people actually want to wear all year, not just during Pride Month. What really sets us apart is that we’re proudly trans-owned, creating clothing by our community and for our community!
Can you share something surprising about yourself?
probably that I started my brand to raise money for top surgery!!
Pricing:
- Shirts Range $24.99-29.99
- Hats $19.99-24.99
- Stickers $2-3
- Pins $10
Contact Info:
- Website: https://awarewolfapparel.com/
- Instagram: https://instagram.com/awarewolfapparel
- Other: https://www.tiktok.com/@awarewolfapparel
Image Credits
personal picture photo credit @caitlinseneephoto
