Hallo zusammen,
There’s a point in every journey where growth doesn’t come from adding more; it comes from subtracting. It comes from killing good things, even things you like, to make room for what actually compounds.
That’s what this week is about. Focus through subtraction. Or, more bluntly: kill your darlings.
This isn’t a metaphor for us. It’s an actual decision, and it wasn’t an easy one. Because the hardest things to let go of aren’t the failures – they’re the ideas that work well enough.
- The projects that still get love.
- The things you’re emotionally attached to because they represent effort, taste, and identity.
Saying no to bad ideas is easy, and saying no to good ones is where leadership shows up.
And lately, it’s become clear: our bandwidth is finite, and momentum deserves protection.
We’re deprioritizing and closing down our fashion/product line.
- NOT BECAUSE IT FAILED.
- NOT BECAUSE PEOPLE DIDN’T CARE.
- AND DEFINITELY NOT BECAUSE IT WASN’T CREATIVELY FULFILLING.
We’re cutting it because it pulls attention away from higher-leverage work.
Design cycles, inventory, logistics, drops, decisions – all of it adds cognitive load. And during moments where energy and opportunity are compounding elsewhere, distraction is expensive.
This isn’t a judgment on the past. It’s a decision about the future.
We’re choosing compounding energy over scattered effort. That means we’re focused on:
- Events
- Experiences
- Community
- Real-world activations
- Impactful moments where people actually meet, talk, and build together
This is where our edge is, and this is where momentum shows up. This is where relationships turn into opportunity.
We’re focused on Super Bowl week, press moments, stunts that cut through, and most importantly, events that really matter.
We’re not trying to do everything. We’re trying to do the right things better.
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Good conversations with good people maxhoewedes, demi_malden, camilopardo03, and codycm.
One thing I saw this week (from LA)
When you move to a new country, you don’t inherit a network. No built-in social capital. No long tail of favors.
That becomes very obvious in LA.
It’s why our recent Creator Rooftop wasn’t a networking event. Just creators, operators, good music, sunset light, and room for real conversations to happen naturally.
When you don’t come with a network, you build environments instead.
Over time, that’s meant experimenting with small dinners, rooftops, run clubs, and experiences around moments like Super Bowl week, formats that optimize for proximity, not performance.
Because the best collaborations don’t start in inboxes. They start with trust built slowly, in rooms that actually matter.
Next week’s newsletter will be different. We’ll break down Super Bowl week and what actually worked behind the scenes, with real insights from the ground.
For now, this is the decision. It’s hard to say no, and that’s exactly why it matters.
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See you next week ✌️
Benjamin
Social Media
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