Metro Detroit teen Lola Winters turns viral TikTok fame into a sold-out clothing brand

DETROIT - Rezul -- Capitalizing on an audience of 3.4 million TikTok followers, 17-year-old Lola Winters recently launched her own clothing line, "Lo" [LoByLola.com]. The brand's first sweatshirt dropped in October sold out almost immediately, with a second drop planned the first week of December.

"When I started my brand, I wanted to create something that's a part of me," she said. "My grandma started calling me Lo when I was a little girl, and it stuck."

Lola started her social media journey in the 8th grade, with her first video going viral in 2023. After gaining a massive following – where she could barely go shopping without someone recognizing her – she felt motivated to create something meaningful to connect with her fans.

"I thought, if I have this platform, I might as well do something with it. Both my parents own businesses, and I've had businesses since I was five years old – selling slime, jewelry, and dog treats at garage sales or on Etsy," she said.

The trends of crop tops and high or low-waisted jeans come and go, but a comfortable sweatshirt is timeless. That's why Lola, who wears hoodies "every day," decided to focus on sweatshirts for her first two brand launches. In February, the brand will expand to feature t-shirts, tank tops, shorts, and sweatpants.

While Lola's initial batch was made in China, she quickly decided to pivot production to Michigan. She wanted to support local businesses, personally meet the owners who would be part of the production process, touch the fabric and see the colors in person before finalizing her products.

Theresa Winters, Lola's manager (and mother) agreed stating, "When working with manufacturers overseas that is just not something you get to do while dealing with businesses overseas. Lola's able to be very hands-on and pop into the shop on any given day to check out each new adjustment and fit."

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As a result, every piece is cut and sewn by Soft Goods Detroit - Made in the USA using 100% American-grown cotton and embroidered by Inkpressions in Commerce Township.

The hoodies feature a bold cursive "Lo" – a logo designed by Lola herself – embroidered on the upper left side and a large "Lo" outline covering the back. The December drop will include light purple with white embroidery, light pink with white embroidery, light gray with dark gray embroidery, and navy blue with light blue embroidery.

While her personal platform is popular among teenage girls, Lola designed the "Lo" brand to be inclusive for all ages and genders. "We want Lo to be a staple item for both men and women – a way to elevate your wardrobe. Longevity is what we're aiming for," Theresa said.

The girl behind the brand

For many, Lola's social media accounts feel like a breath of fresh air as they scroll through TikTok or Instagram. She has always strived to be authentic – never wanting to create a fake online persona. She believes this commitment to "being real" is what makes her content genuinely relatable to her followers.

"I talk a lot about confidence, and post daily motivational thoughts on my Snapchat stories. I talk about how you have to love yourself before you can love anybody else," Lola said.

Lola started her TikTok account by posting "Get ready with me" videos before school and before volleyball practice. Then, all of a sudden, her account started blowing up.

"A lot of people try to become influencers, but for me, it just happened. I wasn't expecting anything," she said. "I just talk about things that I like and things I don't like, such as math class. A lot of influences are different in person, but when I put myself out there, I'm the exact same person that I am online."

This transparency extends to mental health; a topic Lola is passionate about. She is a member of Glow House, an influencer collaboration house that focuses on positivity, empowerment, and mental health discussions.

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"I've definitely seen how social media affects many creators in a negative way, and how it tears them apart. It's degrading, and it hurts. I just try to be really positive in my videos and talk about how it's okay not to be okay," Lola said. "I'm a teenage girl, and I know everything's not always cupcakes and rainbows."

Lola's favorite part of career so far has been inspiring young girls. This connection was on display during a recent meet-and-greet at a Windsor store in New York City, where the line wrapped around the entire NYC block. Fans waited for hours in hopes to meet the girls of The Glow House, offering hugs, gifts, and even letters sharing how much Lola has impacted their lives.

"I was crying reading some of them, and a lot of girls came up to me and said, 'Oh my gosh, can I give you a hug?" she said.

A whirlwind career

In just two short years, Lola has gone from being a normal, everyday teenager to a social media powerhouse. She now collaborates with well-known brands like Hollister, Aeropostale, White Fox, GoWish and MCoBeauty, and she is busier than ever!

Lola's influence also extends beyond fashion. Earlier this year, she partnered with her favorite restaurant, Chipotle, to launch a limited-edition signature bowl named in her honor, The Lola Bowl. The bowl consists of white rice, half chicken, half steak, queso, sour cream, guacamole, cheese and corn, with tortilla chips. It was such a success, Chipotle extended additional contracts with Lola for the rest of the year.

"I would just post videos of me eating Chipotle in my car. I would tell people what my order was. Chipotle saw it, messaged me on TikTok and told me they were going to put my bowl on the menu," she said. "I had tears in my eyes. That was a dream come true."

Despite her growing retail empire, Lola is still navigating the halls of high school. It is a delicate balancing act of reviewing fabric samples, working on brand deals, finishing homework after business calls, and a social life. Lola's discipline makes it possible.

"It started by accident, but it hasn't grown by accident. She's constantly working," Theresa commented. "She's still deciding what she wants to do when she's older, but she's already doing more than most adults. I'm so proud of her."