If you’re building something new—whether it’s a business, a brand, or a movement—you have two choices: follow the blueprint, or tear it up. Most people stick to the blueprint. It’s safe. It’s predictable. It’s why industries get stuck in loops, repeating the same formulas until someone comes along and breaks the cycle.
That’s where the magic happens.
The Illusion of Safety
The biggest risk in business today? Playing it safe.
This is true in every industry, but it’s especially brutal in fashion. Brands spend millions trying to “stay relevant,” yet the ones making the most noise are the ones rewriting the rules. They’re not asking, “What’s trending?”—they’re asking, “What’s missing?”
When we launched Born Outside, we knew we weren’t here to play by the old rules of luxury fashion. Italian craftsmanship? Yes. Timeless design? Absolutely. But we refused to follow the idea that luxury had to be rigid, exclusive, and dictated by a handful of legacy houses.
The same applies to any business. If you’re making decisions based on what “worked before,” you’re already behind. The world moves forward. The people who win are the ones willing to step outside the safe zone.
Why Being Different Beats Being Better
Here’s the harsh truth: being better isn’t enough.
A lot of brands make great sneakers. A lot of startups have strong business models. A lot of entrepreneurs are “smart.” But people don’t remember “better.” They remember different.
Apple wasn’t the best computer company when it started. Netflix wasn’t better than Blockbuster—it just saw what Blockbuster couldn’t. Virgil Abloh didn’t make “better” luxury fashion; he made it mean something new.
The takeaway? Stop trying to be the best version of what already exists. Build something that redefines the game.
Breaking into the Right Rooms
One of the biggest misconceptions in business is that your product will “speak for itself.” It won’t. Not unless you put it in the right conversations, with the right people, at the right time.
That’s how Born Outside went from an idea to a brand sitting in Harvey Nichols, Level Shoes, and Milan’s top showrooms within months of launching. It wasn’t luck. It was about showing up where decisions are made and making sure people felt what we stood for.
Here’s what we learned:
- No one gives you permission. Take space. Don’t wait for an invite—put yourself in the room.
- Relationships > Cold emails. People buy from people, not brands. Build trust before you pitch.
- Exclusivity drives demand. The more selective you are about where you appear, the more people want in.
Final Thought: Bet on the Unknown
Every massive shift in business, fashion, or culture started with someone willing to take a bet on the unknown.
If you’re launching a brand, a startup, or an idea—ask yourself: are you playing to not lose? Or are you playing to win?
The safe route guarantees mediocrity. The bold route? That’s where icons are made.
