Ada Native Jacob Bassitt Launches New Lifestyle Apparel Brand

LIMA, OHIO — What do you say when people keep asking why you’re traveling, trying something new, or taking an unconventional path? For 23-year-old entrepreneur Jacob Bassitt, the answer has always been simple: You only live once.

That philosophy has become the foundation of JAYB Apparel, a newly launched independent lifestyle and clothing brand based in Northwest Ohio. Through contemporary design, elevated comfortwear, and a message that reaches far beyond fashion, Bassitt hopes to encourage others to embrace new experiences, challenge expectations, and make the most of the life they have.

Born and raised in Ada, Ohio, a small village of approximately 5,000 residents, Bassitt’s journey has been anything but conventional.

After graduating from high school, he continued his education at Ohio Northern University, earning two Bachelor of Arts degrees, one in Theatre and another in Communication Studies, completing his undergraduate education in just three years.

Following graduation, Bassitt took a leap from small-town life to New York City, where he spent time exploring new opportunities, experiences, and possibilities. His professional and personal pursuits have taken him in numerous directions, including performing at theme parks throughout Ohio, working in marketing for various businesses and organizations, attending New York Fashion Week, and conducting street interviews for a New York City advertising agency.

Along the way, Bassitt developed an appreciation for the unexpected opportunities that come from stepping outside familiar surroundings. As someone who travels frequently, often spending portions of nearly every month exploring somewhere new, Bassitt has grown accustomed to questions about his lifestyle and ambitions.

“People often ask me, ‘Why do you travel so much?’ ‘What’s the point of doing that?’ or ‘Why aren’t you doing something else?'” Bassitt explained. “For me, the answer has always been simple. You only live once. Life is too short to spend it wondering what could have happened if you had just taken the chance.”

That outlook eventually inspired the creation of JAYB.

Rather than treating “You Only Live Once” as just a familiar expression, Bassitt sees it as a guiding philosophy, one that has encouraged him to explore unfamiliar places, embrace uncertainty, and pursue experiences even when they come with nerves or hesitation.

With a background in communications, performance, and creative marketing, Bassitt spent much of the past two years exploring the idea of building a business that could bring his personal philosophy to life.

The result is JAYB Apparel, officially launched in 2026.

Introducing the YOLO Collection

The brand made its debut with the YOLO Collection, named after the very philosophy that inspired its creation.

Featuring signature hats, relaxed mock-neck sweatshirts, and wide-leg sweatpants, the collection combines casual versatility with an elevated, contemporary aesthetic. The designs emphasize comfort, individuality, and effortless everyday style.

However, Bassitt is quick to emphasize that YOLO is only the beginning.

JAYB is already exploring additional designs, apparel concepts, and future collections planned for the coming months. While the debut collection introduces the brand’s founding message, Bassitt envisions JAYB growing into a broader lifestyle label with an evolving creative identity.

“I want JAYB to become something people connect with beyond what they’re wearing,” said Bassitt. “My hope is that someone of any age can see the message and feel encouraged to take that trip, pursue that opportunity, or finally do something they’ve been putting off. We have one shot at this life, and there’s so much of the world worth experiencing while we’re here.”

Building a Brand Beyond Northwest Ohio

For Bassitt, establishing an independent apparel company has presented an entirely new set of opportunities and challenges.

From developing product concepts and coordinating manufacturing to building an e-commerce store, creating marketing campaigns, and introducing a new brand to consumers, JAYB represents another venture into unfamiliar territory.

Although rooted in Northwest Ohio, Bassitt’s ambitions for the company extend well beyond his hometown. He hopes to grow JAYB into a nationally recognized lifestyle brand while remaining connected to the experiences and values that inspired its creation.

The debut YOLO Collection is currently available through the brand’s online storefront. Signature hats are available for purchase, while sweatshirts and sweatpants are offered for pre-order.

For more information, visit www.shopjayb.com or follow @shopJAYB on Instagram and TikTok.

Release and photos submitted by Jacob Bassitt.