World Building

Recently I’ve been thinking a lot about world-building.

The brands, artists & creative I keep coming back to rarely make me think “that product looks amazing.”
Instead they make me feel something.

Recent Inspo:
PgLang & Joe Freshgoods

When I watch their campaigns or experience their work, I leave remembering the feeling long after I’ve forgotten the individual shots.

To me, that’s the major difference between creating content and creating culture. The product becomes complimentary to a much bigger story.

I’ve always believed the work you create or the brands you choose to align yourself with, becomes easier when you stop trying to impress people and start creating from your own experiences.

No one else has your perspective or has lived your life. That’s your competitive advantage.

Allow yourself space and time to reconnect with what you truly love. What are your interests? What was your childhood like? Who is in your circle? What is your most favourite memory? Where did it take place? Pull inspiration from what’s around you or within you.

As we prepare for new collections, new campaigns and new physical experiences, that’s
what i’ve been obsessing over.

Not just making clothes people want to wear but building worlds people want to be part of.