Meet Kendra Conard | Founder of WTR

We had the good fortune of connecting with Kendra Conard and we’ve shared our conversation below.

Hi Kendra, how did you come up with the idea for your business?
The idea for WTR was born from my love for the water and the cherished memories I’ve made on the water throughout my life. As a young girl, I dreamt of starting my own surf brand, inspired by watching surfers ride the waves of Lake Michigan—the “Malibu of the Midwest.” These moments spent on various bodies of water, whether it was a lake, river, or ocean, hold a special place in my heart and are treasured memories shared with loved ones.

The true significance of water became even more apparent when Hurricane Ian struck, disrupting our planned brand launch in October. Witnessing the devastation caused by the storm and the remarkable acts of community support that followed, I felt compelled to create a brand that not only celebrates water but also gives back and supports those in need.

Initially inspired by the beauty of the barrier islands, we designed a unique print that now carries even deeper meaning after witnessing Hurricane Ian’s impact. It symbolizes the fragility of our planet and serves as a reminder of the importance of protecting our ecosystems.

Through the storm’s devastation, we saw the resilience of nature and the strength of human connection. This print serves as a symbol of those qualities and reminds us that when we work together, we can weather any storm.

At WTR, we are committed to using eco-friendly materials and prioritize recycled materials whenever possible. We believe that recycled materials should be the standard in the fashion industry. Our goal is to be 100% recycled by 2030, aligning our practices with our vision for a sustainable future.

As a full time single working mom, I was inspired by my daughter’s resilience and determination to never give up on my dreams. Motivated by her initiative in starting a trash club at school, I began creating beach towels and silk-like scarves made from 100% recycled plastic. These products not only contribute to reducing waste but also embody beauty and functionality.

With my background in the fashion industry, I am familiar with its negative impact on the environment. With WTR, I aim to challenge the norms and pave the way for a more sustainable approach. By producing goods out of recycled materials, we can make a positive impact on both the industry and the world.

WTR represents more than just a brand; it is a symbol of inspiration, resilience, and our love for the water. It embodies the collective memories and experiences we cherish while reminding us to protect and preserve our environment for future generations. Hurricane Ian taught us a profound lesson: places hold a deep connection to our hearts. The devastation caused by the storm resulted in the loss of many beloved locations. It reinforced the significance of these places in our lives and inspired us to cherish and protect them even more. Together, let’s make every drop count and create a sustainable and beautiful future.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

WTR is a unique brand that celebrates the beauty and connection we have with water. What sets us apart is our passion for helping others, making an impact, and using eco-friendly materials. Our goal is to be 100% recycled by 2030, making recycled materials the standard in the fashion industry.

To get to where I am today, I embarked on a journey of learning and adaptation. I recognized the importance of having my brand on Amazon, so I dedicated a year to understanding the intricacies of the platform. It was a significant shift from the small business I grew up in, but I knew it was essential for the success of my brand. I took the time to familiarize myself with the unique challenges and opportunities that come with selling on Amazon.

I obtained a trademark in Germany, allowing me to expand my reach and establish a global presence. I started by launching seamless activewear that is designed to fit all sizes, from XS to XL, and doubles as swimwear. Simultaneously, I began exploring the manufacturing process for items made from 100% recycled plastic bottles. This aligns with our commitment to sustainability and reducing our environmental footprint.

However, my plans faced a significant setback when Hurricane Ian struck. It changed my trajectory and prevented me from communicating with overseas manufacturers due to the challenging conditions. Despite living in a war zone and lacking proper service for over a month, I utilized that time to design and create a website that offers made-to-order products. This approach helps minimize overproduction and waste.

Today, our website showcases hundreds of products that I have personally created and designed. We have successfully launched our 100% recycled beach towels, which are available for purchase on Amazon. Additionally, we are in the process of making our silk-like scarves available for purchase on the platform.

I am incredibly proud and excited about the opportunity to make a positive impact and inspire change through WTR. Contributing to a more sustainable future for the fashion industry and the planet is truly rewarding.

Building a business as a full-time single working mom has been a challenging yet deeply meaningful journey. Balancing personal and professional responsibilities while being the sole caretaker and provider for my daughter has strengthened my determination and resilience.

Creating connections with our customers and the community brings me great joy. Seeing individuals resonate with our brand and mission is fulfilling. After witnessing the devastation caused by Hurricane Ian, WTR was deeply moved by the remarkable resilience and unity displayed by Floridians in coming together to lend a helping hand. This experience has ignited our passion to make an impact and reinforce the belief that every drop counts. We have witnessed firsthand the transformative power that emerges when we stand united. Our collective experiences have taught us that together, we can achieve far more than we ever could alone. I’m eager to build a community of like-minded individuals who share a love for water, a passion for sustainability, and a strong desire to make a positive difference.

Throughout this journey, I have encountered numerous challenges and learned valuable lessons. Perseverance has been key, and I have come to appreciate the power of resilience and a strong support system. Growing up in the fashion world and witnessing my mother’s entrepreneurial ventures have provided me with valuable business and life lessons. Taking risks and embracing new opportunities have been instrumental in my personal and professional growth.

I want the world to recognize that my path has been far from easy. Since I was a child, I dreamed of building this brand, but that journey has been full of unexpected challenges and setbacks. From escaping an abusive relationship to rebuilding our lives from scratch, navigating the dangers of having a stalker and starting over again, enduring the global pandemic, and surviving a historical hurricane, we have faced numerous trials. However, we have not only survived but thrived. We have experienced loss, witnessed the resilience of the human spirit, and emerged stronger than ever.

WTR: Inspiring Sustainability through Recycled Solutions

In the face of adversity, WTR, a brand committed to sustainability, turned a setback into a powerful inspiration. When Hurricane Ian struck just before their scheduled launch, they had already created products using recycled plastic bottles. However, witnessing the mountains of debris left in the storm’s wake reinforced the urgency and importance of their mission. After Hurricane Ian, our community was left with a jaw-dropping 10 million cubic yards of hurricane debris. Can you believe that’s like filling up around 1,500 Olympic-sized swimming pools or covering about 3,800 football fields with all that stuff? It’s a huge wake-up call for us to take action and address our impact on the environment.

Recognizing that they had a unique opportunity to make a difference, WTR became even more determined to inspire others to embrace recycled materials. They firmly believe that producing goods from recycled matter should be the industry standard, a practice that can significantly reduce waste and protect our environment.

Hurricane Ian showcased the devastating impact of plastic waste on our lands, waters, and the delicate balance of our ecosystems. Witnessing firsthand the immense cleanup required, WTR vowed to be part of the solution. They understood that transforming discarded plastic into functional and stylish products not only reduces waste but also helps to create a more sustainable future.

With their existing range of products made from recycled plastic bottles, WTR became a beacon of hope, demonstrating that even the tiniest drop can make a significant impact. Their commitment to sustainability shows that small actions can create a ripple effect, leading to positive change for our environment and future generations.

Through their unwavering commitment, WTR aims to shift the paradigm, encouraging businesses across industries to follow suit and prioritize recycled solutions. They envision a future where producing goods from recycled materials becomes the norm, fostering a world that thrives on sustainability.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

If you’re looking to give your best friend an amazing time exploring the barrier islands and enjoying the waters of Southwest Florida, here’s an exciting itinerary that will make their trip truly unforgettable:

Day 1: Start your island-hopping adventure by visiting the beautiful islands of Sanibel and Captiva. Spend the day soaking up the sun on the pristine white sand beaches, and be sure to go shelling. For a unique experience, make a stop at Bimini Bait Shack, known for its fish tank bar and live band playing above the bar. Another option is to spend a day at the pool of the Tween Waters Resort and you have to stop at the famous Bubble Room, where their orange cake is a must-try.

Day 2: Embark on another island hopping adventure and fishing trip to Boca Grande, Cayo Costa, and Useppa Island. Boca Grande is renowned for its breathtaking waters and is considered the Tarpon Fishing Capital of the World. Don’t miss the opportunity to visit the Gasparilla Beach Club for a truly memorable experience. Spend the day lounging on the stunning beaches, trying your hand at tarpon fishing, and immersing yourself in the coastal ambiance. Don’t forget to take a leisurely stroll down Banyan Street with its magnificent Banyan trees. Afterwards, take a boat ride to the secluded paradise of Cayo Costa, known for its untouched natural beauty and pristine beaches. Enjoy a picnic, go for a swim, and relax in this tranquil setting. If time allows, consider exploring Useppa Island, a private island offering exclusive amenities and stunning views.

Day 3: Head to Matlacha, the artsy and quirky fishing island. Explore the vibrant atmosphere, indulge in fresh seafood, and experience the unique charm of this colorful small town. A favorite activity here is paddleboarding around Pine Island and ordering food while listening to live music at Berts. Although Hurricane Ian had a significant impact on the island, the survivors’ spirit is evident, and you can support local businesses like our favorite, Blue Dog as they rebuild.

Day 4: Get ready for an exhilarating airboat tour in the Everglades. Explore the fascinating ecosystem, spot incredible wildlife, and learn about the rich biodiversity of this remarkable natural wonder. The thrill and beauty of the Everglades will leave a lasting impression.

Day 5: Spend the day on Fort Myers Beach, a place that showcases the strength and resilience of its community following the impact of Hurricane Ian. While much of the island was affected, it’s important to witness the spirit of the survivors. Enjoy the beach, and visit the Lighthouse Tiki for live music and a lively atmosphere. In the evening, head to historical Downtown Fort Myers, where you can immerse yourself in the vibrant atmosphere and rich history of the area. Treat yourselves to a delicious meal at renowned establishments like Ford’s Garage or Firestone from the Kearns Restaurant Group, known for their exceptional cuisine and lively ambiance. Later, visit Soho for more live music and an enjoyable outdoor vibe.

Day 6: Indulge in a day of shopping in Naples, starting with the upscale Waterside Shops and then exploring the charming Village Shops on Venetian Bay. Continue your shopping spree along the bustling streets of 5th Avenue South and Third Street South, known for their unique boutiques, art galleries, and vibrant dining options. Be sure to make a stop at The Continental on 3rd Street. Treat yourself to a memorable lunch and order the delectable poached oysters with caviar – a true culinary delight that will leave your taste buds in awe. Trust me, it’s a must-try experience you won’t regret.As the day winds down, make your way to Mercato, a vibrant entertainment district. Here, you can explore a variety of shops, enjoy live music, and experience the lively atmosphere. Don’t miss the chance to visit Rocky Patel’s Cigar Bar in Mercato. Unwind in style as you savor the finest cigars and indulge in your favorite drink.

With this itinerary, your bound to have an incredible time exploring the barrier islands, fishing, enjoying the waters, and embracing the unique charm of Southwest Florida.Throughout the week, take advantage of the abundant natural beauty, stunning beaches, and diverse wildlife that Southwest Florida has to offer. Embrace the sun-drenched coastal scenery, explore the lush mangrove estuaries, and immerse yourselves in the abundance of outdoor activities available.

Remember, this is just a taste of the countless adventures awaiting in Southwest Florida.

to go along with the itinerary — We created a Barrier Island Hopper print, featuring a one-of-a-kind design inspired by the natural beauty of the barrier islands. This print was created before Hurricane Ian, but has taken on even greater meaning for us since the storm. It serves as a powerful reminder of the fragility of our planet and the critical need to protect our ecosystems and cherish the places we hold dear.

As lovers of the water and these beautiful islands, we’re intimately familiar with the power water holds. We saw firsthand during Hurricane Ian, but we also know water has the ability to bring people together and create some of our most treasured memories. This print embodies that connection and reminds us of the importance of preserving our planet’s natural wonders.

Through the devastation of the storm, we saw the resilience of nature and the strength of human connection. This print serves as a symbol of those qualities and reminds us that when we work together, we can weather any storm.

We hope this print inspires you to join us in our commitment to preserving the beauty of our planet and sharing our love for the barrier islands.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would like to dedicate my shoutout to my parents and my daughter, who have been my unwavering support system throughout my journey. Their encouragement, push, and belief in me have been instrumental in my success. As a full-time single mom, there were moments when I doubted myself, but my daughter reminded me that I couldn’t give up on my dreams. Their love and support motivated me to embark on building my dream.

I am grateful for the invaluable lessons I learned from my mom, who opened nine boutiques during my childhood, including seven that were her own. Growing up in the fashion world and witnessing her entrepreneurial spirit, I gained a deep understanding of life and business that cannot be taught in school. Experience has been my greatest teacher, teaching me the importance of taking risks and chasing my dreams.

I always had a dream of attending school in Florida, and after one year at UW-Milwaukee, I made the courageous decision to leave everything behind and start a new life 1500 miles away from home. With no connections, I ventured into the unknown. I began my career in Miami, working for a fashion designer, starting from the ground up with a modest salary. During this time, I faced personal challenges and had to extricate myself from an abusive relationship. I chose to prioritize the well-being of my daughter and moved closer to the love and support of my family.

Life presented me with further obstacles when I found myself in a situation that forced me to relocate and was told to change my name due to a stalker. Then the world went into lockdown just as I was in hiding. Despite these hardships, I remained resilient. I navigated the complexities of the Florida housing market and managed to secure a home, only to have it hit by a historical hurricane precisely when I had planned to launch my brand. Life has taught me valuable lessons, reminding me that everything happens in God’s time.

My journey as the founder of WTR is deeply rooted in my background in the fashion world, where I learned the intricacies of the industry through my mom’s boutiques and my own experiences. My childhood memories of growing up on Lake Michigan and our family vacations in southwest Florida fueled my dream of creating my own brand highlighting my favorite places by the water. It was a childhood passion that resurfaced when my daughter inspired me not to give up on my dreams. As a result, I started creating beach towels and silk-like scarves made from 100% recycled plastic, inspired by her initiative to start a trash club at recess.

I am grateful for the support and guidance of my parents and the resilience I have cultivated through life’s challenges. They have played a significant role in shaping who I am today and have contributed to the success of my brand, WTR. Their love, encouragement, and the valuable lessons I have learned have been instrumental in my journey as a fashion designer, Found of WTR, CEO of Paradise Social, and a full-time single working mom.

Website: www.shopwtr.com

Instagram: https://www.instagram.com/shop_wtr/

Facebook: https://www.facebook.com/shopWTR/

Other: https://www.amazon.com/dp/B0C3Y9WP1Z?ref=myi_title_dp&th=1

Image Credits
models: @alisonbowles @ckendra_ @krismartn @ktschmotter @realtoremilymarie @chelleann23 @joanne_edmonds