It took me 10 years to get here

There’s a TED Talk I watched more than a decade ago, and it’s stuck with me ever since. Maybe you’ve seen it too—it’s one of the most-watched of all time.

In it, Simon Sinek shares what he calls the Golden Circle. The basic idea is that all companies know what they do, some know how they do it, but the best—the ones we actually care about—start with why.

Not their product. Not their process. But their purpose.

That left a mark. As a marketing framework, sure. But more than that, as a kind of compass for me.

And it’s shaped everything about this project.

This isn’t just about making another pair of jeans. It’s about challenging the way this industry works—about making something with purpose, and sharing that purpose with people who feel the same.

If that resonates with you—if you're even a little curious—I’d love to tell you more about what I’m working on.