I discovered this brand earlier this year, in 2026. I first noticed that some of the streetwear brands and people I follow on Instagram were wearing it. The three things that stood out to me about the brand were more than just its celebrity features, from Justin Bieber to Jaden Smith. What really caught my attention was its sense of a process book and having a YouTube channel dedicated to further explaining and showcasing the brand.

I started doing more research into the brand and went onto its platform to understand its foundation and how it started. They began with something small and gradually built upon it, which motivated me to start thinking about how I could do the same this year.

What’s the difference between established fashion houses and smaller, emerging brands? For me, it’s interesting to see how smaller brands slowly grow while finding different ways to tell their stories and connect with their audiences. They can take a different approach to storytelling and community than a traditional fashion brand might through something like a runway show. It’s cool to see those different perspectives and how brands can create their own ways of building an audience.