# 17 - golden sample.

Finding the right partner

This part of the process turned out to be more difficult than expected.

We started with two parties to shape the design and development process. In practice, that didn’t work. The first party was mainly focused on speed and commercial output, with little room for depth. The second was different, but also not the right fit. A lot of alignment, a lot of discussion, but limited progress.

We then posted a call on LinkedIn. That brought in a lot of responses. We had conversations to understand who truly fits what we’re building.

That’s how we got in touch with Ilse. She has experience at Calvin Klein and Tommy Hilfiger, but more importantly, she asks the right questions and thinks along throughout the process.

Munich

To get a better feel for materials and producers, we went to Performance Days in Munich.

Munich was also very much about innovation. The event helped us get a clearer view of how the industry is evolving, what materials are available, and where the focus lies for suppliers and manufacturers.

It was also a valuable moment to connect and speak with parties we may work with in later stages.

Longsleeve development

In the meantime, development continued. Together with Ilse, we worked on the longsleeve. Step by step, through multiple samples and small adjustments in fit and details.

We’ve now received a golden sample. It’s in the final stage. At this point, it’s about the last checks on sizing and finishing before moving into production.

Packaging and first impression

We’re also working on packaging. We’re comparing different suppliers and looking at options in materials, look and feel, and sizing. For example, the difference between a mailbox-sized package and a larger box.

At the same time, we’re working on hangtags, cards, and other details that shape how the product is received.

Towards the first launch

If everything goes according to plan, we aim to start sales in early July. That would be the start of Q3 2026.

The first order has already been placed. It consists of 160 pieces. This is the minimum order quantity, and we’re even paying some surcharge. We deliberately chose to keep it small to limit risk at this stage.

For that same reason, we’re starting with one color.
A black tone that is easy to wear and fits how we currently see the brand.

Then comes sales. We’ll start through our own online channel. From there, we’ll see how it performs. Socials and advertising will help us reach the first audience and gather feedback.

After that, we’ll explore other channels. For example, collaborations with gyms, a few selected stores, and potentially later platforms like Zalando.

With a limited budget, we have to make choices.
We’re also thinking about how the first group of people can contribute to growth. By sharing their experience and involving people around them.

What’s next

The longsleeve was the starting point, also to learn.

Other products are already in progress. We’ve received a first sample for the shorts. The tanktop sample is expected soon. For the remaining items, designs are ready, and for the performance T-shirt, the fabric has been selected. We’ve chosen to release in phases, instead of launching everything at once.

For now, the focus is on finalizing the longsleeve and preparing for the first launch.

Later. ❤️