How a 100-day challenge brought me full circle—and why sometimes going back to your roots is the only way forward.
The Journey Back to Day One
Beginning May 20 this year, I started my 100-day challenge as a one-person show for my business. Coming full circle to where I started over two decades ago feels both humbling and empowering.
I founded Lula in 2001 as a one-person operation in Los Angeles, distributing many streetwear brands—some you definitely know, others you may not. To name a few: Upper Playground, Mishka, Rebel8, Stüssy, Obey, Volcom, Rastaclat to Ben Davis, Carhartt, and Dickies. I also held the license for Odd Future and Thrasher, helping introduce them to Asian markets when they were still underground. At one point, the Lula team and Regain team in Asia had over 50 team members.
The Birth of HOPES: More Than Just a Brand Name
Today, I want to talk about HOPES—not just the brand, but the feeling that started it all.
In 2002, the year after the 911 tragedy happened, I was quietly praying for a work visa renewal that would allow me to stay in the U.S. and keep pursuing my American dream. That hope eventually evolved into something tangible—a store, a business, and a second chance.
Fast forward to 2024, a few years after the Covid pandemic, I took another leap of faith and launched my own brand: HOPES. It was more than a name. It was a symbol of survival, and a new chapter. Launching HOPES during a time of business transition felt deeply symbolic. It carried the emotional weight of where I’ve been—and the belief in where I still want to go.
Why This Challenge Matters
This 100-day challenge isn’t just about creating content or driving sales. It’s about reclaiming my voice, rediscovering my story, and seeing what I’m capable of—especially when it’s just me at the helm.
Running lean has made me focus. I’m learning to let go of perfection and simply show up—honestly, consistently, and creatively. I’m reconnecting with why I started this journey in the first place.
Lessons from the One-Third Mark
I may only be a third of the way through this 100-day challenge, but the lessons are already showing up loud and clear.
- Clarity over chaos.
- Purpose over pressure.
- Momentum over burnout.
This experience has reminded me that building doesn’t always mean scaling. Sometimes it means refining. Sometimes it means pausing to realign with what truly matters—your values, your vision, your intention.
Whether I remain a one-woman team or decide to grow again, that decision will come from intentionality, not survival mode.
A Thank You to the Community
So whether you’ve been part of Lula’s story for two decades, or you’re just now discovering HOPES, thank you for being here. This next chapter may look different, but it’s still driven by the same fuel: belief, grit, and hope.
What's Next
Let's see where the next 70 days take us.
Follow the journey on @HopesBrands.
Day by day, piece by piece, we’re building something hopeful.
