Two Ohio State alumni want to dress the OSU community with a concept other than a style.
En-de-yo, an acronym for “No Days Off,” is an apparel company started by OSU graduates and business partners, Greg Shak and Dan Stover. En-de-yo’s apparel promotes the idea to encourage and inspire with a simple style by printing motivational phrases on T-shirts.
“Our generation is in this really weird spot where there is a lot stacked against us,” said Shak, who graduated in 2010 with a bachelor’s degree in industrial engineering. “The idea behind En-de-yo is to give people that
The brand’s concept is to encourage this generation to work toward progress, Shak said.
“The idea just came to me when I was running one day,” Shak said. “I kept giving myself little phrases to just keep pushing myself.”
Shak and Stover met when they lived in Stradley Hall and Stover was Shak’s resident advisor. The two stayed in touch and Shak pitched the idea of En-de-yo to Stover. Stover liked the brand’s concept and began promoting the brand.
“Through people wearing these shirts it kind of creates a movement,” Stover said. “It’s attention-getting in an unconventional way. And if we can kind of promote this message of hard work and dedication, I think we can really make a difference in people’s lives.”
En-de-yo’s style is a basic T-shirt with printed motivational phrases. En-de-yo’s goal is to sell the content rather than appearance, Stover said.
Shak said he hopes to launch his brand to the OSU community.
“I really think it is something that OSU students are ready to embrace,” Shak said. “People are really grabbing on to it more than I thought originally.”
Some students think the line could be a hit on campus.
“We are trying to move forward with American ideas,” said Chelsea Dixon, a sixth-year in linguistics. “I think the ideas are relatable for a college student.”
Other students are more skeptical of the brand and its concept.
“I think that the idea behind the brand is very interesting as they market themselves as an anti T-shirt company,” Lindsey Beggin, a third-year in fashion and retail studies, wrote in an email. “However I just think that the message itself presented to the audience isn’t enough to convince someone to pick the shirt off a rack, or at the student bookstore.”
En-de-yo’s official launch date has been postponed from Oct. 8 to Oct. 15. Customers can buy apparel online at www.endeyo.com. En-de-yo consists of short-sleeve men’s crewneck or women’s V-neck T-shirts in black, white or gray, with a selection of four printed motivational phrases. Shirts cost $15 or $18.
For now, Shak is enthusiastic about his brand and the launch of the apparel.
“I’m just excited. Everything has been really positive. It is snowballing kind of how I hope it would,” Shak said.