the first ever drop

aight. they’re here.

and then, the doorbell rang.
december 11, 2024, at 10:25am.

finally.
our creative beanies had arrived.

after months of sampling, testing, going back and forth, we had made our choice.
there were some delays along the way: the beanies got held up at a distribution center for over a week.
tax issues, import stuff. part of the process, i guess.
Zain was literally on the phone with the courier as I opened the door.

we opened the box and there they were.
our beanies.
they looked good.
that was a relief, and the only thing left to say was: aight!

you better be fast

we started messaging people around us.
friends came by the house that same day to pick one up.
we reached out to people online: friends, family, people we’d connected with through the brand.
we gave them a chance to get one before they’d be gone.

after that, we started shipping them out.
we even hand-delivered some. especially in amsterdam, where we drove from door to door.

prepped & proud

before the beanies arrived, we had already shot some content using samples.
a parking garage near our place.
a few moments in africa.
so we were prepared to share.
when they finally landed, we had content ready and the vibe was set.

we started announcing the drop.
first the grey one.
then the purple.
then the black.
we still have one of each color sealed in its original packaging.
I think I’ll frame them one day.

we’re proud of how it turned out.
what’s next?