AFTER. didn’t start with an idea for a clothing brand.
It came from a much more personal place.
There have been periods in my life where things haven’t gone the way I thought they would. Relationships have ended, I’ve struggled with my mental health, felt lost, questioned myself and had to work out what starting again actually looks like.
For a while, much of my thinking was about relationships, connection and what it feels like when something you genuinely wanted doesn’t work out.
But the more I thought about it, the more I realised the idea was much bigger than that.
Life gives all of us moments that divide things into a before and an after.
We lose relationships. We lose people we love. Health changes. Jobs disappear. Families change. Plans don’t happen. Sometimes we simply realise the life we expected is no longer the one we’re living.
And then somehow we have to continue.
Not by pretending it didn’t matter.
Not by convincing ourselves everything happened for a reason.
But by learning, adapting and slowly building a life around who we are now.
That is the thought behind AFTER.
I don’t have all the answers. In many ways, building this is part of my own journey too.
I want to create something that talks about the difficult parts of being human without turning them into clichés. Something about connection, loss, worth, memory, growth and the strange process of moving forward.
It begins with apparel, but I don’t know exactly where it will end up yet.
And I quite like that.