A brand can start small. It can also take years to find its true shape. That has been the case for Dajuan Freeman, whose company, Twelve Waters, began as a small creative venture in 2020 and has since grown into a lifestyle brand centered on unity, clarity, purpose and transformation.
From GM to a New Vision
Freeman spent years building a career at General Motors. During that time, he developed an interest in 3D printing, an interest that would eventually help shape his path as a founder and creative director. The COVID-19 pandemic turned that interest into a small side venture. “During the pandemic, I was making products, 3D-printed earrings, phone cases, and stuff for people,” he recalls. The venture soon pushed him toward something more permanent.
After spending more than 24 hours searching for the right name, Freeman still hadn’t found one that felt right. Encouraged to pray about it, he did — and the name Twelve Waters came to him shortly after. The number 12 reflects the 12 tribes of Israel and the 12 apostles, and “waters” represents the Word of God.
Taking the Vision Seriously
Twelve Waters existed quietly for its first few years. Freeman continued to refine the brand’s direction, even as his General Motors career and growing family took up much of his attention. By 2023, watching his daughters grow gave him a new sense of urgency: “It wasn’t just about building a brand anymore. It was about making the time I had count.”
That shift in mindset led Freeman to take his development more seriously. He continues studying Scripture, which shapes his outlook and direction. In business and personal growth, he has sought out mentors and studied frameworks from modern business educators and classic authors. When Runway 7 offered him a platform during New York Fashion Week, he saw an opportunity to raise his own standard. Twelve Waters opened the show at Sony Hall in 2025. That achievement was later reinforced by a brand billboard in Times Square.
A Brand With Room to Grow
Traveling to New York exposed Freeman to a different creative environment than the one he knew in Michigan. “I found myself surrounded by people who weren’t afraid to create, to build and to be seen,” he says. That experience pushed him to trust his own vision.
Today, Twelve Waters spans apparel, accessories and personal care, including Smooth Lips, a lip balm made with shea and cocoa butter. Freeman continues to source products himself and oversee quality control, even as he expands his team. He credits consistency and daily structure as the foundation of his progress. “The first thing you hear is what programs you for the rest of the day,” he explains.
In the years ahead, Freeman hopes to grow Twelve Waters into a globally recognized brand with a brick-and-mortar presence. His faith and his children remain central to that vision. Twelve Waters is being built with intention — something his children will one day inherit, grounded in the discipline and trust he developed along the way.
