REAL LIFE. REAL CLOTHES.
This is a raw content approach rooted in real life and long-term trust.
The focus shifted away from polish and toward process. Clothes worn again. Time passing. Real use.
This approach focused on:
Content grounded in everyday life
Stories that show clothes over time
Process rather than product drops
Small, meaningful ways to involve the community
Trust and consistency over attention
The goal was to create content that feels lived in.
This approach was about slowing things down and letting real life lead. Content that grows with time, not trends.