Uploaded June 2023 | Updated September 2026, 1 day ago
Terry White is the owner and founder of Way Of Life Athletic Company (WOLACO), an athletic apparel brand based out of New York City. Soon after graduating from Harvard, Terry launched a kickstarter in hopes to bring his North Moore Short into fruition and has grown the brand to new heights ever since. In our conversation, we discussed the origins of his business, fundraising for startups, competition in the marketplace, and more.
Timecodes:
0:00 - Intro
1:02 - Passion for Athletics & Attending Harvard
3:47 - The Itch for Entrepreneurship
9:04 - Creating Way of Life Athletic Company (WOLACO)
16:30 - Initial Samples & Design
21:41 - Viral Kickstarter Campaign
22:53 - Startup Funding
24:12 - Venture Capital World
26:55 - Challenges in the Apparel Industry
31:28 - Brand Awareness as a DTC Business
36:39 - Standing Out in a Competitive Market
38:37 - Developing a Culture of Innovation
41:22 - Strategy for Female Athletic Apparel
45:46 - Next Steps for WOLACO
48:42 - Advice for Aspiring Apparel Brands
For More:
Support the Podcast: buymeacoffee.com/Brockcovington
Follow Brock on Instagram: instagram.com/brockcovington
Follow Brock on YouTube: @BrockCovington
Follow Terry on Instagram: instagram.com/terrywhitenyc
Follow WOLACO on Instagram: instagram.com/wolaco
Get WOLACO Gear: wolaco.com
Terry White is the owner and founder of Way Of Life Athletic Company (WOLACO), an athletic apparel brand based out of New York City. Soon after graduating from Harvard, Terry launched a kickstarter in hopes to bring his North Moore Short into fruition and has grown the brand to new heights ever since. In our conversation, we discussed the origins of his business, fundraising for startups, competition in the marketplace, and more.
Timecodes:
0:00 - Intro
1:02 - Passion for Athletics & Attending Harvard
3:47 - The Itch for Entrepreneurship
9:04 - Creating Way of Life Athletic Company (WOLACO)
16:30 - Initial Samples & Design
21:41 - Viral Kickstarter Campaign
22:53 - Startup Funding
24:12 - Venture Capital World
26:55 - Challenges in the Apparel Industry
31:28 - Brand Awareness as a DTC Business
36:39 - Standing Out in a Competitive Market
38:37 - Developing a Culture of Innovation
41:22 - Strategy for Female Athletic Apparel
45:46 - Next Steps for WOLACO
48:42 - Advice for Aspiring Apparel Brands
For More:
Support the Podcast: buymeacoffee.com/Brockcovington
Follow Brock on Instagram: instagram.com/brockcovington
Follow Brock on YouTube: @BrockCovington
Follow Terry on Instagram: instagram.com/terrywhitenyc
Follow WOLACO on Instagram: instagram.com/wolaco
Get WOLACO Gear: wolaco.com
