People know the price of everything and the value of nothing.
We live in a world where Claude can tell you the cost of a first class ticket to anywhere, but cannot explain why your grandmother’s kitchen smelled the way it did.
Everything has a price tag now. Every sunset becomes a content opportunity. Every meal is photographed before it is tasted. A relationship is measured by what it can offer. We have built the most sophisticated systems in history for assigning value, and somehow ended up knowing the price of everything and the value of nothing.
It’s not like I am not guilty of this myself, but sometimes I wonder. What really makes me happy has no prices.
The things that actually hold a life together rarely display a price tag . The conversation that changed how you see yourself. The friend who calls you out of nowhere. The song that found you at exactly the right moment. None of it tradeable or quantifiable. More like irreplaceable.
Start paying attention to what made you smile or think twice. That is the only accounting that matters.
Every day, millions of texts are sent and forgotten within seconds. Yet a postcard from 1995 can still make someone cry.
There is something about the physical that the digital will never touch. When you hold a piece of paper that someone else held, that traveled through weather and hands and sorting machines to reach you, you are holding proof that someone stopped, took the time to put their emotions on paper and share it with you. In a world built around speed, stopping for someone is one of the rarest things you can do.
We have traded depth for volume. We stay in touch with hundreds of people and feel close to almost none of them. The postcard was never really about the image on the front. It was about the two minutes someone carved out to think only about you.
So obviously we had to bring it back!
We made 200 unique postcards. For the first 200 orders of the HIGH SUMMER COLLECTION, dropping today, there is a unique postcard inside. Send it to someone. And send me a picture and I will pay for the stamp.
On my recent trip I regret not sending more postcards.
Find the full HIGH SUMMER COLLECTION in the online store. Some things are worth slowing down for.
Sometimes you don’t know what you are working on in that moment will have a much bigger impact down the line.
7 years ago I was sitting with a hiking boot design, wrapping the lacing around the upper again and again, trying to find a balance between function and form. We found this insane mountaineering boot manufacturer in Italy. But I wanted something that could actually perform in the mountains, but still feel natural to wear day to day. At the time it was just another iteration. Another late night. Another small concept or idea that didn’t feel like much at the time. I can’t even begin to list the amount of people who have worn that shoe now. And not to mention the resell market.
Tomorrow we are releasing all the new versions and colorways of that same idea. Same factory. Same quality. Limited stock.
Check @heliot_emil link for the early access.
Looking back, it is strange how things compound quietly. What feels uncertain or unfinished in the moment often turns out to be the foundation of something more complete later on.
Good things take time.
I’ve been spending a lot of time looking at salt lately.
Ended up in a rabbit hole I didn’t expect.
Salt is not just sodium chloride. It is a matrix of a long range of minerals: magnesium, potassium, calcium, and much more, that varies depending on where the source came from and how old the deposit is. The difference between table salt and a good sea salt is really not marketing. It is much more chemistry.
Then you get into what sodium actually does in the body. How it regulates fluid balance at the cellular level. You know this from electrolytes etc. How your nerves cannot fire without it.
I am still learning. Still figuring out the process of making it.
But I think that is the point. Stay curious about ordinary things. The rabbit holes are always deeper than you expect.
A person who works with their hands is a laborer.
A person who works with their hands and their brain is a craftsman.
A person who works with their hands, their brain, and their heart is an artist
I am one of the most impatient people I know, like genuinely it is a problem, and yet when I look back at everything that actually matters in my life, none of it came fast.
The things I am most proud of all had this uncomfortable middle period where I had no idea where things were going. And every time I pushed past it, something great came out on the other side.
Impatience might be the one thing that can quietly undo real great outcomes. Not talent, not bad luck, not the wrong circumstances. Just not being able to sit with something long enough to let it become what it was supposed to be. You can be the smartest person in the room and still walk away from the thing that would have changed your life simply because it did not move fast enough for you.
Impatience ruins excellence.
don’t usually post twice about the same thing, but this felt worth coming back to.
There’s a quote I keep thinking about: How lucky we are to be tired from the work we once dreamed of. That was exactly the feeling after this time in Paris. Not excitement, not adrenaline. Just that quiet exhaustion that comes from caring deeply about something and seeing it exist in the real world.
The room was empty, everything packed down, and instead of relief there was this calm sense that it had landed the way it was meant to. No need to explain it. No need to add anything.
Those are the moments you realize why you do it at all.
7 months ago, we started the planning for this AW26 showroom. We had one rule. Every detail must be considered. Either discarded for the focus or included in the bigger picture.
We walked everyone through a journey of our universe. Impacting every sense. Sound, smell, taste, touch, vision. A soundscape to match the pace of the space. A menu curated from our favorite foods, it had to belong to the same world as the garments, a custom scent. Even the lighting was deliberately chosen to bring out the textures of the garments. Coffee cups, plates, spoons, staff outfits, we even made custom umbrellas for our clients in case it rained.
Don’t tell me you are detail oriented unless this is the lengths you want to go.
The importance for me was that everything was in balance. Nothing felt out of place. People understood the values of quality and complexity we carry.
That’s how coherence is built. Not by stacking details, but by making sure they respond to each other. Like how good food is balanced on all flavors or good music flows in perfect harmony.
I am very proud of what we are building and I love how it’s taking shape.
“As above, so below. As within, so without.”
