#6 - fract is a fact.

Amsterdam’s waking up again. Sun on your face, bikes in the park, terraces filling up. You feel it in everything.. the season’s kicking off. Same goes for Fract. Things are starting to click into place.

The website got a refresh with a new theme. A bit cleaner, a bit more flexible. More room to show where this is headed. The logo’s been refined too.. more breathing space between the letters, the icon a little bolder. Subtle, but it hits.

With Fittdesign, I’ve been shaping the longsleeve. The label’s done: clean and informative. From fabric breakdown and embroidery to sustainability and origin. Everything you should know, without the noise. The colors are locked too: black and grey as base tones. Blue and green for men, red and beige for women. Once those were set, the rest followed. The design’s on point, specs are in place, and we’re ready to sample.

Another milestone: Fract is now officially registered as a business. Not huge news, but still a shift. Feels more real. More drive. 🖤

This week I had a call with Active Ants.. a sharp player in storage, shipping and returns. Impressive how they use automation to keep the whole process tight and flexible. One thing stood out: average return rates can go up to 60%. Definitely something to keep in check. They work with minimum volumes, but I received some solid leads that could be a good fit. To be continued.

Next week I’ll dive deeper into production partners. And take another look at content. The weekly blog on Fract’s journey is flowing, but what else can we share? What topics actually add value? And how can socials move with that?

Plenty of good stuff ahead.