I started No sleep until June in 2014 with the thought “if I’m going to create something, I want to do it in the most considerate way possible”. The approach was pushing for a supply by demand and made to order strategy, and small order runs on never out of stock-items.
The items lived fully until they were out of stock, not until they were out of season. Because seasons were swapped with chapters that were meant to build upon each other, adding new value to what already existed.

Starting NSUJ thought me how to have a 360 outlook on a project, it got me excited about the details of everything. The experience gave me many valuable learnings of the small and big tasks that comes with running a small brand on your own.

Some experiences I’ve gathered:

• Building collections

• Pattern making and size grading

• Graphic patterns and brand identity

• Building the website, maintaining the webshop (small scale)

• Pop-up shops

• Fairs (CIFF, Revolver and SEEK)