Building a Brand, Shaping a City. With Umi Wagoner.
Making It in the South Sound
On this episode of The Chamber Pod, we're joined by Umi Wagoner, co-creator of eTc Tacoma and founder of Umi’s Corner, for a conversation about creativity, entrepreneurship, community, and finding the freedom to build what inspires you.
Umi shares the story behind eTc Tacoma, the streetwear brand he launched with co-founder Perris Wright more than a decade ago. What began as a niche idea rooted in Tacoma culture has grown into a recognizable part of the city’s creative identity, with eTc becoming known for its limited-release collections and distinctive celebration of the 253.
We explore what it means to build a business in the community where you grew up and how Tacoma has influenced Umi’s creative perspective. He shares insight into his creative process at eTc, from imagining an idea to executing it in a way that communicates with and resonates across Tacoma’s diverse community.
Umi also reflects on the importance of collaboration and the relationships he has built with other Tacoma businesses and organizations. He discusses eTc’s collaborations and the opportunities that have allowed the brand to connect fashion, art, and culture in new ways, including eTceTera’s 2021 partnership with the Tacoma Art Museum and The Kinsey Collection for a five-month pop-up exhibition. The collaboration brought eTceTera’s work alongside The Kinsey Collection, one of the largest collections of African American art owned by a Black family, creating a unique intersection of fashion, art, and cultural storytelling.
At the heart of the conversation is Umi’s connection to the next generation of Tacoma creatives. He reflects on growing up in the city, the people and experiences that shaped him, and his hope that the things he creates can help nurture other young people who are searching for their own creative path.
Umi also shares a piece of unforgettable advice for anyone thinking about starting something of their own: “You start with doing it, not necessarily discussing it.” His perspective offers a powerful reminder that sometimes the first step isn't having everything figured out—it’s simply taking action.
Whether discussing streetwear, entrepreneurship, collaboration, creativity, or the future of Tacoma, Umi’s story is a reminder that some of the most meaningful things we build come from following our curiosity, taking the shot, and creating space for others to discover what inspires them.
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