2020 wasn't an easy year for nobody, even for us. We took a little break last year, to think about our gameplan. Like you, like everyone else, our priorities flipped upside down last year. We decided that it was the right timing to take a little pause, after almost 12 years in the game, continuously chasing our tail, running after orders from the stores, designing new collections, dealing with production and marketing on top of everything. It was like I could finally catch my breath, for once. I've had a lot of time to think, and a lot of things changed in my life.
It's now 2021 and I took the decision to get out of retirement and bring Success back, stronger and better. We will do things differently now, and focus on our online store as a priority. Instead of releasing 2 or 3 giant collections per year, we will drop small capsule collections every month. To keep the online store continuously refreshed, with smaller runs, but have more diversity.
In the same mindset of a Phoenix, who always comes back to life after burning from his own ashes, I've decided to revamp the website completely. If we can't have the same retail experience anymore, let's bring that shopping feeling on the website. This is why I designed a brand new platform that looks like a magazine, and I will be writing blog posts here very often. I have a lot of things I want to share, mainly thoughts and ideas, and this platform will allow it perfectly. Make sure you come back often!
So for the first collection, I was inspired of my own life. I've spent the last year at home, working from my place, wearing nothing but sweatsuits. Why bother wear fancy, uncomfortable clothes, when we no longer step outside the outside. The only time I get out, is to do my groceries, and it's the perfect occasion to flex my new outfits and shoes! So this new collection called "Basics" is exactly the mood I've been in since 2020. Soft, comfy, minimalist, everyday-wear. No big logos, nothing but a little embroidery on each item. Going back to the essence of what a brand should be : good quality clothes, that you want to wear everyday.
I hope you like the new vibe that I'm giving this 13 years old brand, it feels like a breath of fresh air, a much needed one.
Take care of yourself and your loved ones!