#8 - personal, without ego.
In short
- From distance to connection. From Fract to we.
- New subpages live: Values, GRS and OEKO-TEX.
- Fine-tuning the longsleeve.
- Content shaped around three pillars.
- WhatsApp is now live on the site.
Language that fits
Personal, without ego. Something shifted in our tone. We want to stay close. Not distant by constantly referring to ‘Fract’, but also not inflated by using ‘I’. That’s why we now speak in the we-form. It keeps things human and it invites others in. Because this isn’t a solo act.
Website structure
The site now has more depth, with new subpages under the main menu. Under ‘Essence’ you’ll find sections like GRS and OEKO-TEX. 'Our story' is expanded with a new Values page. The goal: clarity, context and transparency.
Precision takes time
We thought the tech pack for the longsleeve would be wrapped up by now. But details take time. There was a whole discussion about the zipper puller material.. initially nikkel-free iron, but we switched to recycled nylon. More stylish, more practical, and the more sustainable choice.
We also reviewed the UPF coating. For a lined longsleeve, it doesn’t really add functional value — especially if you’re layering. So we skipped it. No extras for show.
We now have our own telephone number. You’ll find it on Google, and it’s also integrated on the site. Since the theme doesn’t support WhatsApp by default, we hardcoded it in for now. It works.. the design just needs a small clean-up. We’re on it.
New content pillars
These blogs sit under Inside Out.. transparency on the path we walk. But more is coming. We’re expanding our content around 3 pillars:
1. Inside Out.. progress, decisions, doubts and insights
2. The Drop.. first looks, drop dates and feedback
3. Move with Intention.. training, rituals, routines and fuel
These are our first building blocks. Next step: deciding how and where to bring them to life. But first: anchor the three.
Looking ahead
Next up: ordering the longsleeve samples, shaping the design plan for the rest of the collection, and reaching out to new production partners.
See you next week!
