I froze in a river

Ever sat in an ice-cold river?

A few weeks ago, that was me.

Freezing river. Middle of nowhere.

There was a boulder. Big. Stubborn.

And the water? Persistent as f*ck.

I'm there, in the cold. One of the few moments when I’m present even without trying. And that’s when something catches my eye...

But let's pause that story for a second.

We live in a world that loves quick wins.

Viral fame. "Fake it 'til you make it".

But real success? It's not built on Instagram posts. And I keep saying that overnight success is a hoax.

Success is built by showing up. Again and again. Being consistent.

Being noticed isn't about being everywhere. It's about being in the right places.

Just like when our brand started, people kept telling us they saw our street art stickers everywhere. But they weren't everywhere. They were in the right places - where our community was.

The same went for our caps. People said, "I see them on everyone.” But I knew it was definitely not “everyone” back then - the caps were actually released in very limited collections.“ You don’t see them on everyone. You are just hanging around the right people,” I kept answering.

That’s where your voice, your brand, and your vision connect. That's where you need to show up.

It's not about faking it. It's about making it. Making your presence known. Making your voice heard.

Let's go back to the river. I saw a tiny mark on the boulder.

The water, always hitting the rock, was making a dent. Day after day, year after year, a small dent appeared.

It wasn't a big, flashy change. It wasn't viral. But it was real.

It was proof of showing up, of consistency.

The river didn't need to be everywhere. It just had to keep showing up, right there, against the rock. It wasn’t faking anything. It was just doing its thing.

So, remember this: success isn't about being seen everywhere. It's about showing up consistently where you matter.

It's not about faking it until you make it. It's about making a difference, one consistent step at a time.

And you know what? Just like the river, you too, can leave a mark on the hardest rock.

Just keep showing up,

Tino