Unsalted Water Co. celebrates the best of lake life
By: Jeremy Angione / Photos Courtesy: Unsalted Water Co.
Although many Central Virginia residents have to drive a few hours for a relaxing day at the beach, local apparel brand Unsalted Water Co. celebrates the lake day activities just within reach. Founder Michelle Novak started Unsalted Water Co. earlier this year with a hope of curating all the feelings the lake gives her into fun and fashionable designs.
“Unsalted Water Co. isn’t just apparel to me,” Novak said. “It’s a lifestyle rooted in memories, tranquility, freedom, and the feeling you get every time you step out on a dock or look out at the water. That is the emotional heartbeat behind everything I create.”
Despite its recent launch, Novak insists that Unsalted Water Co. was brewing as an idea for years. Fun and formative lake experiences throughout her life helped shape the future of the company in her mind.
“From learning to ski on Lake Lanier, vacations spent on Lake Cumberland, houseboating on Lake Havasu, time spent on Lake Erie and Norris Lake, and now building my brand around Smith Mountain Lake, I realized that there were many brands that celebrated the ocean lifestyle,
but not a national brand that celebrates lake life for everyone,” Novak said.
For Novak, starting her brand was not meant to simply highlight logos or designs. Unsalted Water Co. means to encapsulate the feelings of being on the lake and making memories however you and your loved ones choose to.
“Our core demographic is really anyone who feels emotionally connected to lake life, but especially adults who see the lake as part of their identity and lifestyle,” Novak said.
Unsalted Water Co. has several unique collections to highlight specific lake staples and Activities.
“Every collection has a personality behind it,” Novak said. “Wags on Water celebrates the time with our furry family members in and around the lake or Sips Ahoy is for those who indulge in their favorite beverage around the water.”
Unsalted Water Co. will also be launching a new collection called Wake Warrior. This newest collection will celebrate the more athletic lake-goers seeking a thrill by wakeboarding.
Currently, Unsalted Water Co. apparel is only available online. According to Novak, the brand has already seen success from local support and nationwide. Despite originating with Smith Mountain Lake, Novak assured that Unsalted Water Co. is for anyone who enjoys lake life anywhere.
“We have customers from the West Coast to the East Coast that include: Arizona, Texas, Minnesota, Ohio, Michigan, New Jersey, North Carolina, and Virginia, to name just a few,” Novak said.
While the majority of Unsalted Water Co.’s offerings are shirts, sweatshirts, and hats, Novak wants to expand the brand to feature more accessories, experiential marketing, and ways to give back to the community.
“We also plan to become more involved locally through lake events, festivals, pop-up opportunities, collaborations, and future lake conservation initiatives,” Novak said.
Despite the Unsalted Water Co.’s youth, Novak believes expansion beyond Smith Mountain Lake is a distinct possibility.
“One of my biggest goals is to continue to expand Unsalted Water Co. into a full national lake lifestyle brand, not just apparel,” Novak said.
A small but important step to that larger nationwide goal is continuing to earn spots in retail spaces and boutiques that specialize in lake lifestyle products.
Although the ambition seems fast-paced, Novak has been intentional about every step of the business. She says that she’s worn many hats to propel the business forward, including creative director, customer service, marketing, and social media.
The products themselves are especially curated to be both quality and affordable.
“I also wanted the apparel itself to feel boutique quality—soft fabrics, premium blanks, and designs that people genuinely want to wear on and off the water,” Novak said. “I’m very intentional about the fit, feel, colors, and overall aesthetic because I want people to feel the difference when they put it on.”
Aside from curated collections which highlight different aspects of lake life, Unsalted Water Co. also plans to roll out customization options. Customers will be able to create custom apparel with the lake names of their choice.
“Since lake life is such a personal experience tied to specific memories and traditions, I wanted our customers to feel even more connected to the places that they love most,” Novak said.
While Unsalted Water Co. continues to grow, the most evident constant is Novak’s love for Smith Mountain Lake.
“The Smith Mountain Lake community has been extremely supportive, and that means so much to me because living on the lake for the past five years has profoundly shaped the heart, lifestyle, and identity of Unsalted Water Co.,” Novak said.
To check out Unsalted Water Co.’s apparel collections, go to unsaltedwaterco.com.
