#9 - two voices.

In short

• A slower week, some doubts about uniqueness
• Core value ‘cool’ replaced with ‘curious’
• Longsleeve techpack is final
• Rabobank business account active
• Next up: comparing suppliers

Two voices

This past week lacked sharpness. Between working on the garden, a trip to Roland Garros and trying to find focus, there was less space for Fract. And with that, came uncertainty.. two voices in my head.

One said: Is this really unique? Who’s waiting for this? That voice shows up often. Sometimes from myself, sometimes from people around me.

The other said: This is your passion. This is real. Go for it. No guts, no glory. It’s not always easy.

So what sets Fract apart?

Fract is a brand built on openness. Open about what works.. and what doesn’t. We share how Fract is growing: the forward steps, but also the bumps along the way. That transparency runs through everything.. from our choices around sustainability to how we handle costs and production.

What makes Fract personal is that we keep it small. Close. Honest. Vulnerable. Not polished.. but real. No façade. Just a face.

We aim for accessibility in who we speak to. Fract isn’t built for six-pack models, but for people like you and me. Everyone’s welcome.

And we want our customer service to feel the same.. fast, personal, and sincere. Easy to reach. Honest in tone. Human.

Finally: our marketing is made to land. Not noise, not fluff.. but a clear message at every point in the journey. From first discovery to repeat purchase.

Curious, not cool

We’d been doubting the brand value cool for a while. It felt unclear.. did we mean cool as in stylish, or as in distant? The second overlaps with clear, and the first is just perception.. not something you claim.

So we changed it to curious. Fract is curious. About people, feedback, technology. We’re open. We take risks. We move. Not reckless.. just forward.

Reaching out to suppliers

The techpack for the longsleeve is final. That means it’s time to start looking.

We’re focusing on Portugal first. From several sources, we’ve heard that manufacturers there are not just sustainable and high-quality.. but also reliable in communication. And that matters.

About 20 suppliers have been contacted so far.. some full-service, some purely production. Many are ruled out due to high minimum order quantities. Makes sense. We’re just starting.

We’re now in talks with the remaining few. Also interesting to see how well the techpack from FittDesign holds up across different partners. This part of the process is also a test.

Small but solid steps

The business account with Rabobank is now live: NL37RABO0124682219

Mentioned it before, but it’s a good deal for starters.. Chamber of Commerce fees refunded, and no transaction costs for the first 6 months. After that, it gets pricey.. but we’ll reassess when the time comes.

Looking ahead

The next phase is all about one thing.. finding the right production partner.

We’ll keep you updated as these conversations unfold.

That’s it for now. See you soon.. or as they say in Portuguese:

Até breve 💪