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Two business-minded seniors are showing that the entrepreneurial spirit is alive and well on the 91���� Northampton campus. Nora Curtis ’25 and Jacob Waah ’25 each started their own brand of athletic wear in 2024, modeled here and seen around campus. 

This spring, Wildcats have been seen sporting some new athleisure wear around campus after the class day ends, thanks to two enterprising seniors. The Ineffable Feelings brand, started by Jacob Waah ’25 and two friends, offers brightly colored sweatshirts, shirts, shorts, and other leisure wear featuring big, bold type. Nora Curtis ’25, meanwhile, runs 24 Athletic Wear, which produces “ultra-cozy” sweatshirts, crew necks, and sweatpants.

Waah and friends started Ineffable Feelings in 2023, but ramped up sales efforts this year. “It is great seeing a bunch of people wear something I worked so hard on,” Waah said. “Whether they were seniors, freshman, or middle schoolers, they wanted the hoodies!”

Curtis started her shop last fall, naming it for her hockey number, 24. “I have always been interested in the design side of clothing businesses,” Curtis said, “and that inspired me to start my own brand.” Learn more about Waah’s Ineffable Feelings at ineffablefeelings.com, and Curtis’s brand at www.24athleticwear.com.