Title: Chief Executive Officer, Creative Director and Designer
Company: Twelve Waters
Location: Chesterfield, Michigan, United States
Dajuan T. Freeman, Chief Executive Officer, Creative Director and Designer at Twelve Waters, has been recognized by Marquis Who’s Who Top Executives for dedication, achievements and leadership in the Apparel and Personal Care Sectors.
Mr. Freeman’s professional journey reflects a distinctive blend of entrepreneurial vision and steadfast leadership. Since 2020, he has served as the chief executive officer, creative director and designer of Twelve Waters in New Baltimore, Michigan. The company was founded as a result of Mr. Freeman’s desire to create a product development enterprise during the COVID-19 pandemic.
Inspired to establish Twelve Waters as an LLC, Mr. Freeman personally designed the logo. Both the name and the logo’s design hold deep personal significance, each containing 12 elements that resonated with his faith and spiritual beliefs. Notably, the number 12 is meaningful to him due to its biblical associations with the tribes of Israel and the apostles of Christ, while “waters” symbolizes the word of God. These elements combined to make Twelve Waters not only a business but also an expression of Mr. Freeman’s values.
Initially conceived as a technology brand, Twelve Waters evolved into an apparel and personal care company under Mr. Freeman’s direction. He expanded its offerings from tailored garments, such as T-shirts, hoodies and sweatsuits, to children’s apparel, including onesies. Recognizing that the brand’s early aesthetic primarily appealed to men, he broadened its focus to include women and children, transforming Twelve Waters into a family-oriented lifestyle brand centered on unity, clarity, purpose and transformation.
The slogan “Dive In” for Twelve Waters encapsulates its mission to encourage individuals to discover their inherent purpose. Born in Detroit, Michigan, Mr. Freeman was accustomed to holding himself back for fear of being judged. However, after traveling to New York to support his business venture, he realized it was time to trust himself and his vision, similarly to those he was surrounding himself with. His company’s slogan is a reflection of that.
Mr. Freeman regards the founding and growth of Twelve Waters as his most significant career achievement. Before this milestone, he was active in the music industry as a rap artist under the stage name Vango and participated in music tours. However, in his early 20s, coinciding with the birth of his son, Mr. Freeman began seeking greater purpose through faith. This period marked a decisive shift away from music toward entrepreneurship. He distanced himself from negative influences and chose to prioritize stability and righteousness over financial pursuits.
In managing Twelve Waters’ daily operations, Mr. Freeman uses Notion for task delegation and team coordination while continuing to expand his workforce. Despite this growth, he remains personally involved in sourcing products to ensure quality control and product standards are maintained. Mr. Freeman is responsible for developing new offerings for the personal care line, including Smooth Lips, a signature lip balm made with shea butter and cocoa butter. He continues to innovate products that reflect the company’s commitment to well-being and positive change.
A major highlight in Mr. Freeman’s recent career included opening New York Fashion Week with Twelve Waters as the first show at Sony Hall. The brand was also featured on a Times Square billboard during this event, a testament to its rising prominence in the fashion industry.
Concurrently with his entrepreneurial pursuits, Mr. Freeman has maintained a longstanding career at General Motors since 2016. He began in a production role before advancing to repair team leader, a position he continues to hold while growing his business. Notably, Mr. Freeman’s tenure at General Motors sparked an interest in 3D printing and product development, which ultimately influenced his decision to launch Twelve Waters.
Mr. Freeman’s educational background includes an associate degree in physical therapy from Macomb Community College and Baker College in 2015. Beyond his professional endeavors and achievements, he is civically engaged as a donor supporting various foundations dedicated to providing clean water access.
Throughout his journey, Mr. Freeman has credited his faith and his children as primary sources of inspiration. Looking ahead, he is working toward transitioning Twelve Waters from an online-only operation to establishing a physical brick-and-mortar retail presence. Excited for the future, Mr. Freeman has already developed a detailed visual concept for the storefront that reflects both his aesthetic vision and commitment to community engagement.
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