The thing they always wanted

When your streetwear brand becomes the thing they "always wanted"

When I was 5 years old I liked to buy things.

The problem was that I didn't have money of my own, so I'd had to ask my mum.

One day while shopping, a nerf gun caught my eye.

It just glowed on that low shelf, within arms reach.

I could have sworn it was calling my name.

Having a particular interest in toy guns at that time, it seemed as though someone had created the toy just. For. Me.

I didn't know any better!

I turned to my mum with longing eyes:

"Please. Can I have it!? Can I have it!?"

"hmmm...", She thought about it. That was good news.

"It's what I've always wanted!" I said convincingly.

My sales skills were a little, let's say... premature.

My point is this:

When you market a community instead of a product

to a very very very specific type of person,

when that person inevitable comes along

(because they will)

your streetwear brand will be the thing they've always wanted

almost as if it was created just. For. Them.

Truly,

Elijah