This brand wasn't planned. I wasn't trying to start a business. I just wanted something personal that didn't feel like it came off a conveyor belt. So I started making my own things through Printify, and eventually thought: if I'm doing this anyway, why not share it?
For years, I tried. Shop after shop, brand after brand. There was always something I liked about most of them, the colour, or the cut, or the feel. But never all at once. Never something that felt like it was genuinely made for someone like me.
So I started designing my own. Not to build a brand. Not to sell anything. Just to wear something I actually liked. I found Printify, got my own stuff made, and started wearing it. That was it.
I launched something before this. Twice, actually. Both times, the product was good, or at least I thought so. But without a real structure behind it, without understanding how to reach people, nothing moved. The clothes sat there. I moved on, feeling like maybe it just wasn't going to work.
The issue wasn't the design. It was everything around it, the story, the reason for people to care. I hadn't figured that out yet. I'm still figuring it out as I go.
"I was waiting at a train station when someone walked up to me and said they liked my hoodie. That's when I realised there was actually a market for this, and I shouldn't give up on my dream of making this a store."
It wasn't a big moment. Not dramatic or cinematic. Just a stranger, a hoodie, and a question that stuck with me: if one person felt that way, maybe others do too.
Maybe there's a gap worth filling, not with more product, but with clothing that actually resonates with people who feel like they've been overlooked by mainstream fashion.