At just 15 years old, Dominika Hudecek, a sophomore at SHS, boldly launched her “Anti Puff” clothing line, aimed at making a statement against the widespread and ever growing issue of teenage vaping.
Dominika’s passion for the cause was ignited upon realizing the alarming prevalence of teenage nicotine addiction. Recent reports from the Center for Disease Control and Prevention indicate that nearly 20.0% of adolescents vape, with a concerning trend showing an upward trajectory. Compounding the issue is the decreasing age of initiation, with the average starting age of 13 years old. (CDC, 2022).
Working relentlessly months before her initial launch – from designing the logo, building and purchasing her own website domain, to addressing shipping, packaging, and labeling – Dominika described the release as “overwhelming.” Channeling her entrepreneurial mindset, Dominika took a leap of faith, ordering 200 hoodies in five different colors.
“It was risky…when we didn’t even know if our hoodie brand would be a hit,” Hudecek said.
Promoting and marketing the brand was another challenge on its own. Dominika undertook tasks such as filming and editing daily promotional content on various platforms like Instagram, Facebook, Pinterest, and Shopify.
Although only launching two months ago, it is evident Hudecek’s hard work has been fruitful.
Hudecek achieved notable marketing success by securing a collaboration with TikTok star Augusta Cook. The collaboration featured a video showcasing Cook wearing Dominika’s Anti Puff hoodie, which quickly gained traction, reaching 1.6 million views and over 223,000 likes. The positive exposure generated a wave of favorable responses and widespread attention to the line.
Hudecek continues to grow her influence on TikTok as her daily posts consistently reach nearly 2000 viewers. Documenting her order-packing routines, promotional content, and engaging with her audience, Dominika seamlessly cultivated her own online community. The combined followership of her Instagram and Tiktok now exceeds 1,200, reflecting the positive response she continues to elicit from her growing audience.
Unfortunately, her initial launch did not come absent from criticism. Dominika contends she faced negativity from online commenters such as, “I bet I could fit 15 Elf Bars (a vape company) into those pockets!”
Undeterred by the negative comments, Dominika persisted, drawing a deluge of positive feedback and support as well. While nicotine is perceived innocuously among teens, it’s the concealed long term consequences behind wide-spread use of nicotine that drives Dom’s unwavering commitment to continue her advocacy.
“It’s showing me how the strong message I’m trying to send really is getting out there to people and reaching the right audience” Hudecek comments.
By standing with Anti Puff, Dominika’s supporters help spread a meaningful message that stands against tobacco and vaping industries profiting from addictions. Her shop includes hoodies in gray, dark gray, beige, light blue, and brown that retail for $40.00. To purchase a hoodie or support her business, you can either go to www.antipuff.com or visit her through social media @antipuffchicago on Instagram, TikTok, Shopify and Facebook.