Every fragrance brand tells you their scent is 'universally loved.' I think that's the fastest way to make something forgettable.

When I started formulating Sugar Rush, the brief wasn't 'appeal to everyone' — it was 'make someone stop you in public and ask what you're wearing.' Gourmand scents (vanilla, caramel, marshmallow, sugar) are having a real moment on TikTok right now, not because they're subtle, but because they're loud enough to actually notice on someone.

The lesson translates past perfume: if you're building a product and your target market is 'everyone,' you've probably built something nobody feels strongly about. Pick the 200 people who would obsess over it, design for them specifically, and let everyone else be a bonus. That's the whole strategy behind Cloud Nine Scents.

Started Blackout Supply because every streetwear brand I looked at was chasing the same hypebeast checklist — big logos, collab hype, sneaker-drop energy. That's a crowded lane and it's not who I am.

The people I actually wanted to design for are the ones up at 3am — skaters, underground scene kids, people who'd rather find something no one else has than wear the same logo as everyone in their group chat.

So the first drop (Vol. 1) is one piece, done right: a heavyweight oversized hoodie, blacked-out graphic, limited run, no restock promises. No 40-SKU catalog to dilute it. If it sells out, it sells out — that's the point of a drop.

If you're building anything in this space: resist the urge to make it for everyone. Make it for the 200 people who'll actually rep it, and let word of mouth do the rest.