Chapter 2 of 12
A brief history of the brand
When the store opened its doors, all of our friends and family came by to celebrate and make purchases. Through word-of-mouth, the name rapidly spread like wildfire. Sales were going fast, but this also meant that the stockroom was getting emptier and more buying trips would have to be planned. The long hard grind had only just started.
Looking back at his teens, Guillaume feels like his biggest challenge was to stay true to himself and keep himself standing in the face of adversity. As a black kid living in a primarily white town like Den Bosch in the 80s, the physical and cultural differences were an inescapable fact. He looked different, he ate differently and most important: he thought differently too. For that, he credits his family for passing down the mental fortitude to accept and stand up for those differences.
