How do you create new ideas while staying true to the brand?
Honestly, it comes down to creating a design language—principles and guidelines that show you what to do and what not to do.
At withit, we don’t go overboard with graphics. We follow a "less is more" approach—within reason. That means using consistent tones and keeping things clean, subtle, and refined.
I always start with what I’d actually want to wear. I’m not into loud, crazy pieces like I used to be. I’ve moved on from styles like Off-White and leaned more into things that feel minimal, elevated, and wearable.
That’s how we stay true to the brand. But at the same time, we’re always testing products—because you have to. We showcase the people around us, the withit family. I mean the people who are part of the withit journey, the team behind the scenes. We look at who likes what, and who doesn’t. That input matters.
But at the end of the day, you’ve got to take a stand on what you want the brand to become. That’s where my strength comes in—maintaining the vision and shaping where withit is heading next.
That’s withit, in a nutshell.
