WNTD Apparel was founded in 2014 by Blu, who created the name as a double entendre inspired by the word “wanted” and as an acronym for What Not To Do, reflecting his self-taught journey in both design and business. With a natural talent in visual art and a passion for fashion, he built the brand entirely on his own, handling all creative and operational aspects.

From the beginning, WNTD was envisioned as a lifestyle brand dedicated to creatives, offering representation for artists in a space where it was lacking. Blu’s background as a visual artist set him apart, allowing him to develop original worlds through illustration while simultaneously designing fashion collections rooted in an understanding of fabrics and silhouettes.

His defining innovation came from merging these two disciplines, integrating his artwork directly into his clothing and bringing his creations to life through fashion. This approach established WNTD Apparel as a unique and pioneering force, with Blu continuing his mission of designing for the creatives of the modern world.