In the Haven: Hannah Detwiler on Navigating her 20’s, NYC & Want Locker
Interviewed & Written By : Hannah Corbett
In the fast-paced world of social media, where trends come and go in the blink of an eye, Hannah Detwiler has found her place as a key creative force behind Want Locker, a brand dedicated to curating unforgettable style and content. With her deep understanding of social media dynamics and her keen eye for what makes a brand stand out, she is not only helping brands build their online presence but also embracing the ever-evolving landscape of digital marketing, all while creating a community of her own on her personal social media pages. I’ve been a long time follower of Hannah, and couldn't wait to chat to talk about her life in Manhattan, working as Want Lockers Social Media manager, and her exciting new launch with Sunday Attire.
Living and working in New York City, Hannah is constantly inspired by the city’s buzz. The streets, the people, and the creative atmosphere serve as a backdrop for much of the content she creates.
“New York is a huge source of inspiration for me,”
she shares. “...It's everything to me,” she says with a smile. “...I try to bring that energy into everything I create.”
From Baylor University to LA to NYC
Hannah’s path to where she is now wasn’t exactly linear. After graduating from Baylor University in May 2022, she jumped into an internship at Daily Drills. “I always knew I wanted to work in fashion, and Daily Drills was a great first step. I learned a lot, especially about how to navigate the industry,” she says.
During the internship, she quickly realized that LA wasn’t for her. “I lived in Malibu, but LA just wasn’t my vibe. It was a great experience, but I knew I couldn’t see myself there long-term.” So, she moved back to Long Island and took on another internship at Dagney Dover, there she got a deeper dive into the technical side of marketing, which would later help in her career.
The big turning point came when a connection led to an opportunity with Want Locker. “Kristine from Want Locker had worked with Kennedy and Ralph from Daily Drills, and on my last day, Ralph posted something on Instagram. Kristine saw it and slid into her DMs asking if I was looking for a job. That’s how I ended up at Want Locker!”
As for her personal socials, It all started with YouTube. Inspired by creators like Daniel Carolyn, she decided to start filming and sharing her life as a college student at Baylor University.
"I was obsessed with what vloggers were doing, and I thought, 'Why not give it a try?'"
she recalls. The first few videos were simple, "week in my life" vlogs. To her surprise, one of them blew up. "It wasn’t like anyone was doing that at Baylor. So people interested in the school started watching," she says. It wasn’t long before strangers on campus were approaching her, excited to mention that they watched her videos. That kind of recognition was both surreal and motivating.
As her YouTube channel grew, she honed her skills. With a background in film, editing and videography came naturally, adding a personal touch to her content. "I’ve always loved editing, so it felt so natural to capture the little moments of my life and put them together in a way that felt fun and engaging," she says.
By her junior year of college, TikTok was on the rise, and it felt like a perfect fit. She started creating shorter, day-in-the-life videos, translating the vlogging style from YouTube to TikTok’s quicker, more dynamic format. "It was a great way to keep up with content creation without the pressure of long-form video editing," she explains. The TikToks resonated with her audience, and her following grew, but she says the process never felt forced.
"Content creation is fun for me," she shares. "It’s not my full-time job, so I can post what I want, when I want. It keeps it light and enjoyable." The key to making TikTok work in her life, she notes, is staying true to herself and embracing the creative outlet it provides.
"It’s not about going viral or sticking to a specific formula—it's just about having fun and being authentic," she says.
That being said, there are challenges when balancing personal content creation with a full-time job, especially when the work involves social media. "Sometimes, it gets stressful," she admits. "When I’m at an event or trying to film for work, there’s a pressure to capture everything and make it perfect. But that’s when I remind myself it’s supposed to be fun and creative, not a chore."
While her personal content feels freeing, the professional side of social media—especially when managing a brand like Want Locker—requires a more structured approach. "It’s a different side of my brain," she says, explaining that there’s a balance between posting for fun and ensuring that her work-related content aligns with trends and engages the audience. "For Locker, I need to follow what's trending, while for my personal content, I just post whatever feels right."
"I do what feels fun for me. If I’m not feeling like filming something that day, I don’t. If I want to post something random, I will."
One of the most relatable aspects of being a creator is the constant need to be on your phone—scrolling, filming, editing, posting—and the screen burnout that inevitably comes with it. "My screen time is definitely absurd," she laughs. "It’s bad, but I’m always on my phone, either for work or content creation."
Despite the digital fatigue, she tries to find balance in other parts of her life. "I work out every day—it's my time to disconnect," she says. Her routine includes classes on Form, a fitness app. "And I’ve been trying to get back into reading as well, though right now, I’m in a bit of a lull."
Another self-care practice she’s fond of is spending weekends in New York City, packing her days with activities like trying new restaurants, shopping, getting facials, and exploring different neighborhoods.
"I love trying new things, whether it's a new place to eat or a new activity to do," she says.
These moments of indulgence in the real world offer a refreshing break from the virtual one.
DIML with Hannah!
Her typical workday starts early, around 7:30 AM, with a cup of coffee and scrolling through TikTok to get inspired for the day. "It’s how I get into the right mindset for the day," she shares. Then it’s off to the gym or a coffee walk, followed by content creation for Locker. "The team is on Pacific Standard Time, so I have a bit of wiggle room in the morning," she says. After posting for Locker, she dives into work—social media management, marketing campaigns, and meetings. By the evening, she unwinds with dinner and TV time with her roommate.
When the weekend rolls around, she loves to take full advantage of the opportunities New York City has to offer. Whether it's trying new coffee shops or attending a fun event, the weekends are for exploration and relaxation.
While big brands and influencers often dominate social media, Hannah finds herself drawn to smaller creators who aren’t bound by the same expectations. “There’s something incredibly refreshing about smaller creators,” she notes. “They’re not as focused on fitting into an algorithm. They’re just doing what feels right to them, and that authenticity resonates with their audience.” Following creators who share genuine content and embrace their unique perspectives, she finds inspiration that helps her stay grounded in her own work.
Sunday Attire Collaboration
One of the most exciting developments in Hannah’s career lately is her recent collaboration with Sunday Attire, a brand that blends laid-back luxury with functional style. The collaboration marks an exciting new chapter,combining her passion for New York City, with her love for fashion.
“I’ve worked with Kimber, the founder of Sunday Attire, through Want Locker for about a year now. After that initial collaboration, we kept in touch and followed each other’s work…A few months ago, she reached out and proposed a collaboration.
“I couldn’t say yes fast enough.”
The result? A line of Pilates-inspired pieces with a distinct New York theme, which has already been met with overwhelming enthusiasm. The designs capture Hannah’s personal aesthetic, with iconic NYC symbols like a taxi cab, a red apple, the statue of liberty and the New York yankees symbol.
“We knew we wanted the collaboration to have a New York theme, and Kimber suggested a Pilates sock. I designed them, and now we’re planning an exclusive Pilates event in New York with influencers. It’s going to be so much fun!”
The response to the collaboration has been so positive that Sunday Attire has already ordered a restock of the collection. Hannah’s passion for the project is evident, and she’s thrilled to see it come to life.
Looking Ahead: The Future of Social Media and Brand Building
As social media continues to evolve, so too does Hannah’s approach to her work. She’s excited for the future and eager to see how it changes. One thing remains clear: her commitment to authenticity and creativity will always be at the core of everything she does.
With a finger on the pulse of social media trends and an eye for what truly resonates with audiences, Detwiler continues to thrive in a fast-paced digital world. Her work serves as a reminder that while social media can be unpredictable, the most successful brands and creators are those who remain true to themselves and continue to evolve with the times.
Looking further ahead, Detwiler sees the potential for even more design collaborations. “When I first started at Daily Drills, I saw myself potentially working with a clothing brand one day. Now that I’m doing this collaboration with Sunday Attire,
it’s sparked something in me.
I love creating and designing, and I’d love to keep doing that—whether it’s for my own brand or another. That’s something I’ve always wanted to do.”
While Hannah remains focused on her content creation, she is open to new opportunities that will allow her to continue blending her love for fashion with her expertise in social media.
“I don’t ever want content creation to be my full-time job because it’s my creative outlet, but I’d love to continue working in social and fashion. That’s where my heart is.”
At the end of our conversation, and something I already had assumed, is that Hannah is completely true to herself and her work. Knowing how much she’s accomplished just in the last couple of years, gives me no doubt that she is going to be a name in the social media world that everyone will know. As she continues to carve her own path, Hannah is a testament to the power of being unique, and of course, that New York is the greatest city in the world!