Think different. The people who are crazy enough to think they can change the world, are the ones who do.
That was the famous story behind Apple’s marketing campaign created by Steve Jobs. In an old video he claims: ‘What we’re about, isn’t making boxes for people to get their jobs done (…) we believe that people with passion can change the world for the better.’ It’s no secret that the visionary mind of Steve Jobs was one of the main success factor in those following years for Apple. A beautiful vision on a brand which was ultimately created to inspire. To inspire, and to let people know what they believe in and what they stand for in their core, instead of what they are good at doing.
And that’s what we try to explain with our brand movie as well. We don’t just work with leather and sell nice bags and pretend to tell you what fashion is. We don’t. We create. We collaborate. We utilize that what the world has given us. We find our path and put our stamp on the streets we come across. We stay curious and open doors to meet new thoughts, people and experiences. We continue to pursue this journey not because our lives depend on it. No. We continue it because we know our time is now.
As goes for you. You decide on the path you take and the stamps you leave behind. You are the one able to open doors and meet people and create experiences. You choose to stay curious. You choose this journey in life.
This world is yours.
This thought and message about creating your own freedom is what Safi Graauw – producer and director of the brand movie – tried to capture in his work. According to Safi the movie is: ‘An ode to the unbeaten track. And moreover an ode to the chancy choice-dilemmas of dreamers from all over the world. With a special greet to confidence, challenging yourself and being whimsy in all that you create.’
We think he did an amazing job. And we’re not the only one; there’s a reason the movie is nominated by the Berlin Fashion Film Festival.
Now take a deep breath, hold that thought, put your sound on and enjoy.
Correspondent J. for Laauw.