Jessica Heuse is using her creative outlet to connect with the community she once needed herself
A local woman is making clothing that means something, and yes, it’s personal.
To ease her obsessive thoughts, creativity has been Jessica Heuse’s outlet and safe space.
Heuse works as a marketing manager for an engineering company during the day. After hours she is growing her creative agency Studio One Eighty to help shape the brands of her clients.
Shaping her own creativity came through organically since she started making hoodies for herself. She thought maybe other people would like them so her band Theory of Ours was born.
Heuse was diagnosed with obsessive compulsive disorder (OCD) two years ago, she’s 34-years-old now. She calls OCD her strength.
Before she was diagnosed she thought it was anxiety, dealing with it throughout her life.
When she started her first side gig she realized although her OCD was always there she used it in a positive way.
“And it kind of helped relieve the OCD from other obsessive thoughts,” said Heuse.
She’s noticed other creative people seem to be more prone to mental challenges and that art is a common outlet.
While streetwear brands and other clothing tend to be logo-based, Heuse is trying to steer away from that.
Each piece she creates she wants the message behind it to resonate with the wearer.
“It’s a message that actually speaks to you which is really important and that’s why it takes a long time to design each piece. Because not only with the OCD but making sure that message is there. It needs to be artful,” said Heuse.
Her brand launched in November. It was slow to start but with the power of social media her inventory is dwindling. This is thanks in part to Canadian celebrities like musicians Shawn Desman, Dallas Green from City and Colour, and Matthew Dubois, known as 12AM, sporting the hoodies online. Heuse said she’s also gained traction with videos from reality TV personality Francesca Farago and social media influencer and season three The Traitors Canada cast member Sarah Nicole Landry, also known by her @thebirdspapaya.
@theoryofours The most SURREAL feeling @Shawn Desman @12AM @Francesca Farago ♬ original sound – user08962971735
Heuse has designed three hoodies so far, the first being “art is everywhere.”
The second, Centre for Modern Arts hoodie, uses puff print in braille, and has the coordinates to Heuse’s favourite trail, the Smith Property Loop off Watson Road.
The third sweater, the most personal, called Inkwork, is a mashup of her drawings. OCD appears on the arm of the garment and a drawing of a tree pays homage to the forest in Ancaster where she grew up, because nature is her safe space.
Until feeling the support from Guelphites and other Canadians she didn’t know how important it was because she felt like a small fish in a big pond of clothing brands.
“I don’t feel like I’ve put Guelph on the map yet. I feel like I have so much more work to do.”
The spring/summer collection with t-shirts, long sleeves and bodysuits is nearly ready.
Although she said five-year-old her wouldn’t believe where she’s at in life now, she’s always been determined. Those who know her know that if she wants something, she will get it.
She wants to build a sense of community around Theory of Ours for those who think differently or feel like they don’t fit in.
“Connecting with one person alone is all I ever wanted,” said Heuse.
She felt alone and helpless until she went to therapy and learned she isn’t the only person that feels this way.
As a woman owned business it’s been a lot of work doing it on her own. Growing up she didn’t have a role model to look up to but hopes other girls and women do.
“I want them to know that whoever they are, however they are, they’re beautiful. Your difference is what makes you beautiful and you’re not alone,” said Heuse.