AFTER. / Notes

Notes.

An ongoing record of building AFTER. The decisions, the doubts, the ideas and the thinking behind the brand.

001

25.08.26 / Founder note

Where AFTER. began.

It did not start with an idea for a clothing brand. It came from a much more personal place.

↗002

03.09.26 / Founder note

Still figuring it out.

Building a clothing brand from outside the fashion industry, learning what matters and letting the direction become clearer as I go.

↗003

05.09.26 / Founder note

Without consequence.

Sometimes what helps is simply having somewhere to say what is in your head without worrying about how it will be received.

↗004

05.09.26 / Founder note

Observation of what was already there.

I didn't set out to think about mindfulness or reflection. I just started noticing the way the ideas behind AFTER. were forming, and realised there was something connecting them.

↗005

13.09.26 / Founder note

By your own measure.

Some things need time before there is anything obvious to show for them.

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