Owning less is cool

Nothing showcases financial status more than waste. But when waste isn’t backed by wealth, it stops signaling affluence and starts signaling something else entirely.

Brands that once symbolized scarcity, wealth, and financial well-being are accessible to many now. Loud, expensive brands are within reach for the majority. The middle class often indulges in the illusion that owning these brands boosts social status. 
But now, it may only reveal insecurity—trying hard to look like someone we aspire to be but aren’t yet. That’s why truly confident, cool people can afford not to try to appear a certain way.

I once heard a perfect example of this phenomenon when I was planning to buy a pair of sunglasses for someone dear to my heart. I knew the style he liked, so I looked it up and double-checked with him. Although he liked the shape, color, and quality, he said he wouldn’t actually wear them because the brand’s logo was so visible. That status symbol was something he didn’t want to be associated with.

“It’s embarrassing,” he said. “It would look like I’m trying to show off. This logo carries a set of messages tied to a certain social group — and that’s just not me. I’m a simple guy.”

Clothing as a top priority for someone carries a negative connotation. Quality people have better things to invest their focus in. Still, its importance is undeniable—it shapes the background impression we make by default. Clothing should simply be of automatically high, reliable quality.

I believe we should buy less, love the pieces we own more, and take care of them for longer. Quality has little to do with pricing or branding strategies these days. An expensive brand will usually, by default, be of good quality—but there’s often a huge price component for the status sold with the logo attached to the garment.

Branding materials should remain what they were originally meant to be: an instant visual sign of what you can expect — but they don’t have to be a loud feature on a garment that, once it’s yours, is all about you.

For some time now, I’ve been obsessing over this new capsule trend. Normally, I have a natural aversion to trends—they feel like social influence telling me what to like or find beautiful, and I hold on to my freedom too tightly for that. But this one… has gotten me too.

By now, we’ve all accumulated a full stack of one-off pieces or staged designs and patterns that never really mix and match together. Yes, I’m talking about the world-famous situation of opening a wardrobe, finding it full… yet still having nothing to wear.

That’s why the upcoming Ikonik Edit is a permanent line—an antidote. I want these pieces to mix and match in any imaginable way—with each other and with the items we already have. They’re here to quietly complete any sparkling gem in your selection and mine. A silent canvas that will hold up any color or print that highlights your personality.

We work with basic shapes, familiar textures, earthy colors, and natural, approachable fabrics. Every piece is made with care. I have all the patience in the world to sew something as many times as necessary, spending weeks or months refining it until it’s just right.

Those who know me know how protective I am of my time—it’s my most valuable asset. That’s why it matters so much to me to design the best fit I can imagine. And because I spend so much time bringing each design to life, I want you to enjoy it for as long as possible. My hope is they become your reliable partners, whatever comes your way.

I believe having the courage to wear the same top on an average Tuesday with jeans, then pair it with business attire for a negotiation, or with an exquisite skirt for a Saturday cocktail event, is an art in itself. It’s genuinely you—building your own high-quality personal brand. There’s nothing cooler than that.