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We're making a point by making it harder to access info and products.
It's another disrupting reminders in the whole brand ecosystem.
But joining a cult has never been easier because of our magic link system.
It's our way of getting out what is in our minds that day.
It's very tough because people seem to treat their thoughts or subjects as a resource that can be nonexistent some days.
But we're training our minds to come up with something maybe it's not the best thought or subject but shipping is as important.
Ship not because we're ready, but because it's tomorrow.
That's our theme because we're simply not creating for everyone.
And it needs to come across that way.
We're calling the circle our cult, but why?
Fashion we imagine is sacred like a cult and changes lives.
Unlike an actual cult, it's for a good purpose and lifts people.
It just works because our whole brand is a riff on the fashion culture of today which is far from sacred.
Where did it start? Or how did it start?
Was it always about buying costumes that we throw away the next say or "keep for next year"?
Was it always about mindlessly consuming just because everyone else is?
We just don’t think that’s the spirit of it.
But that doesn’t stop from companies changing the culture for their financial goals at all costs.
It's sometimes caused by others but a lot of the times by us. More than we might want to admit.
It's especially wrong when it stand between us and living the way we really want.
No matter the situation, life is just too short to let shame get in the way.
That seems to be too difficult with all the noise around us.
But we need that silence so much to just have a chance to think.
To not get lost.
To make sure we're living life on our terms.
To follow the inner voice.
And never what's trending.
Because the reports are designed to not be read.
At least that's how it seems, especially if they're about important subjects.
Don’t get us started on the lawyer language used all over them with all the hidden details.
Why can't it be short and easy to read so people can actually read them?
Maybe that's not the goal.
Instead it's about manipulating the public and hide details in a clever way.
Have you ever wondered why they are always so long or hard to read?
Or why there are even there?
Most of the times they don’t need to exist but it's just there to take all the responsibilities away.
If you the company isn't doing anything sketchy why would it need such a long and painful-to-read document that you have to agree to?
Somehow they've become about just products and jumping on the new trend.
We have no time to waste on that.
Ours are about why we exist and what problem we're solving.
Otherwise why would we even be here.
It's already challenging to find your path.
What doesn’t help is following the next trending thing.
That's the opposite of what finding the path is.
Resist the temptations and avoid falling into the trap of nothingness.
Why would we spend our dollars coming from fans on ads to be in front of more people?
Why not spend that money to serve those fans more, delight them more that they expect us to?
Those are the questions never asked in company meetings because we're supposed to want to reach more and just get big.
All we need is 2000 true fans not only to survive but to thrive and serve them.
We're not after everyone, we're not even after a lot of people, but only the smallest viable audience with the clutter pain we're trying to solve.
It's not black and white for us. It's not evil but not the goal either.
It's merely fuel to keep us creating and molding the fashion culture.
Money does have a place in meaningful fashion but never the driver's seat or the destination.
Sometimes it doesn’t match reality and it causes us to be unhappy.
What if there was no self expectation but simply goals and trying your absolute best.
Never waste a second on feeling unhappy especially caused by exceptions.
They're a good way to build the self ego.
But we're not in a business of making egos. Quite opposite actually.
We're here to change it from ground up with no respect for status quo.
It's the dangerous leap. Leap to the unknown.
It feels scary or wrong, but we have much less to loose that we think.
It's worth taking the leap because we just might grow wings on the way down.
They all have one thing in common, they're designed around products from the layout to hiring choices.
In our world, there are storytellers not salespeople
There are symbols and visual storytelling not price tags
There are a few masterpieces in two categories not a sea of products.
The entrance is made like an speakeasy for chosen few not a public display.
The artisans are there not hidden in the back or another location.
Our store is sacred not merely a place to display products.
You have it if you’re a human.
It's presence is especially prominent when you're looking for alternatives.
Alternatives to anything that challenges the norm or question an old way of doing anything.
We're filled with energy, hope and fear because our job is to change the culture of fashion.
And if we don’t have a lot of people calling us insane, we're not doing it right.
Persistent on changing the culture, persistance on pointing out the obvious and not following the crowd.
It's hard because it feels risky or it might not seem to be worth it, but someone needs to take this leap.
Sacrificing resources and time to make change, that's at the heart of what we do, otherwise why would we even exist.
To us, fashion is magical, it's sacred, an art that touches people and changes them deeply.
That doesn’t seem to be how others think of fashion.
To them, it's more like the next new trend and look, that's it and it feels just empty.
It doesn’t have to be that way.
To use it or not, t's truly a social dilemma. Like a lot of other things it has ups and downs.
But unlike a lot of others, all the features are built around keeping you hooked in to a point where you forget the time of the day.
More importantly the downsides are destroying human connection and intentional living to a big extent.
It's very hard to put it all away but it's super easy to start noticing the effects and intentionally making decision to make life more meaningful, to live it they way you really wanna do instead of what the trends is.
The why is what keeps us moving, the thing answers all the questions of why we're a bit crazy about one goal.
We decided our why a long time ago and the question we ask ourselves everyday isn't "if we're big or successful yet?"
The question is simply "Are we solving the problem we set out to solve?"
We make mistakes like any other human beings but the answer to the latter has to be always "Yes"
It's easy once there's a strong belief.
A belief that make everything else look not important in the face of it.
To us the goal is the same day after day and commitment is just second nature.
"Cowards never started, and the weak died along the way, that leaves us. Us"
Having more holidays are great but who comes up with them and why?
Is it an accident that almost all of us are forced to buy a different costume each year?
How about all the different decorations, candies, etc?
The more you think about them and compare them to more ancient holidays, you start realizing maybe all of these aren’t just accidents.
They're designed with different purposes and none of them are to enrich your life with meanings.
They don't have to be like that.
It's much easier to let another factory make your creations, and cheaper.
But if the goal is to craft creations with a purpose, so suddenly the market share isn't important and 100% process control is everything.
The focus shifts to keep showing up for that group we're seeking to serve and making more or cutting corners don’t make any sense.
Every brand claims to have it but are the standards the same?
In premium fashion, finding the materials with the right quality is tough but there's something even tougher.
The quality of purpose, like why even we need this product? What good does it for those possessing it?
Crafting products with high quality is achievable, but what we badly need is quality of purpose to enrich our lives.
Caring enough to speak what we notice, and act on it.
That's what we do each day.
It's easy to go with the flow and ignore everything that's wrong with it.
We lead. Lead us and whoever wanting to join to the future of fashion where meanings are the only trend.
In our new world especially in fashion, variety seems to be endless.
It goes like this: well, you don't like this how about the other option next to it or the other hundred options next to those?
We hate variety and love focus.
When we focus we make art, when variety happens it brings in the mess.
How many times you heard that word just this week?
It's everywhere, like many other trends made up. Made up to find other ways to sell.
We're proudly not sustainable, no company can be because you're stealing from the nature.
What we can do is create a circular system where products can loop so we don’t keep taking more from nature.
It's our cult, and the reason behind calling it that is simple.
We have a cult-like focus and only want to change lives of those who truly believe they can live an intentional life.
We have no time to convince you to join us. You will when you feel the pain we feel.
Pain of following meaningless trends and giving up the control of this precious life.
That's roughly how many weeks you have left on earth, if you are 20 and live up to about 80.
The purpose is not to sound depressing but emphasize on the preciousness of life.
Any one of those 3000 should be lived to its fullest.
However that might be.
When creating anything including content, we have two choices:
You rarely see the first kind because it doesn’t look as great on paper. One thing that's not on paper tho is how those people felt.
We focus on long term heading to a place where meaning is the only trend and if you're looking for trends or hype to jump on, you're better off leaving at the next stop.
If you like fashion and looking amazing outfit repeating is the biggest enemy.
But when did it become the enemy? Because years ago fashion enthusiasts had much less variety than an average person today.
The culture grows, but somewhere along the way advertising sneaks in to plant seeds that a handful capitalists.
This not a history or politics talk but a simple questions that seems hard to find an answer for.
We need two types of items for each category, one that can be worn more daily and one for special ocassions.
You can already imagine that neat closet. Life is too short to run after fashion trends.
They're usually done in fashion shows but there are no rules and it's usually not a big deal especially outside the shows.
In a lot of other industries the announcements are a huge deal and have a few or even one product.
Maybe there's not that much focus on each one because it doesn’t take anytime to craft those fashion products so the goal is to make more of them?
Maybe but usually not, it takes a lot of people a lot of hours to finalize one of them.
When one industry is structured over consumption and trends it triples down to everything including product announcements.
We changed the whole structure:
Two events, one in March and the other in October to show the world updates which may or may not include new products.
Products are not the point, living a meaningful life is, living an intentional life is.
If you're into fashion, chances are you know when they happen but who came up with the idea and why?
Overtime the trends have become more frequent, but why there even has to be that many different trends in one year?
Or maybe the more important question is what benefit does it have for us?
Maybe the answers are obvious but there are no alternatives to wake us up and thing about it all.
We've been emailing back and forth with Google because of a simple glitch, and I'm sure you've been in similar situations before with tech, fashion brands or others.
What's fascinating is how robotic most of these customer services sound. Their goal is to move on to the next customer as quick as possible.
Some cultures pay based on number of cases resolved or customers answered as an incentive. If you didn't know why you always have a horrible customer service, now you know at least one of the reasons, incentives.
Zappos pulled this off so well years ago tho, and it made thousands of fans coming back just because how they were treated.
Maybe instead of changing the name to "customer satisfaction" etc, they need to work on their company culture and incentives.
The other option is to start with what's popular.
The problem with that is it's not easy to predict what's the next popular thing even if you succeed a few times.
And the other problem is why. Why do you want to put popularity at the centre of what you're doing.
If you choose to start with the purpose and meanings at the core, you touch people's souls.
Choose to touch people's soul.
A question we might be asking ourselves more often.
Maybe we think we want something because we've been told we want it.
Ask those kinda questions often even when the answers might make you uncomfortable.
Especially if they make you uncomfortable.
Might be a complex or obvious question, but either way it's worth asking.
If it's following trends and to have the new thing, we're here to argue it doesn’t benefit anyone except those selling the trends.
It doesn’t have to be that way, it could be meaningful and inspiring us to live an intentional life.
What's the product category like in fashion?
Gender -> category -> subcategory -> item
It's too complicated and unnecessarily big, so what if we had two options for each category?
Then we have:
Main category -> Item
Seems like a simple difference but you do the math to see how much clutter is taken out.
You guessed it: the product.
Almost everyone knows this, but maybe giving up privacy on websites and social media is worth the return.
Or maybe amongst all this privacy talk something more important that privacy is at stake.
Like meanings and giving the control of your life to others. It's too precious to be given away for merely entertainment.
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