Watched 3/4 of the nine club so far
This seems like a passion project where the desire to be creative and take a huge financial risk doesn’t align with some of story being told.
The glaringly obvious point that many people have mentioned is the existence of last resort, which organically and without any sort of weird industry push, is seemingly doing the same thing better regardless of the materials / More personality, a team, ACTUAL association with Europe (lol).
There seems to be a generational delusion here that a customer who would pass up last resort would move towards this brand just because of their high quality and tie in with different collabs and story telling.
While this seems like a cool portfolio piece and marketing experiment, I do think that this “white space” as he calls it in the industry has already been filled. Honestly I hope he succeeds because I like when skater owned companies do, but we need to be honest with what we’re being sold.