CC/08 - Gearing Up

Jon Wheeler

Originally published on Tumblr on December 8, 2018.

Clouds & Cups Glebe Market Launch Poster

Hello to you all!

Just dropping in to give you an idea of where Clouds & Cups is currently at. For the past few months, we’ve been busy working on our debut collection as well as setting up the actual business itself. On paper, it sounded relatively straightforward, but once it came down to it, the to-do list grew very quickly and unexpectedly. Once everything is up and running properly, however, the process ought to begin moving a little more smoothly. We’re keen to establish a rhythm and get into the flow of it. We have to admit, though, who knows what it’ll be like once we’ve launched. That’s part of the excitement, though. It’s also the reason we’re blogging - to document the process from the very beginning. It’ll be interesting to look back in six months or perhaps a year’s time and see how things panned out.

The idea to start a brand first originated around mid-August 2017. From then up until now, it’s been almost a year and a third of brainstorming, planning, and hair-pulling. We’ve taken our time because we want to build Clouds & Cups into something as durable, coherent, and relevant as possible. The aim is to lay the groundwork for a solid brand that can hopefully withstand the forces of the market and ultimately, the harsh test of time. It’s honestly very challenging trying to navigate the murky waters of business for the first time. Lack of experience is our biggest sticking point, but as we mentioned in our very first blog post, the only way to learn is by doing. If the boots hit the ground, then you’re on the right track. Keep marching forward.

A fundamental value we hold dear to our hearts is attention to detail. The combined effect of all the small things is what ultimately gives shape to a cohesive and balanced bigger picture. That’s why it’s taken us quite a while to launch. We’ve done our best to go the whole nine yards, not only with the clothing, but also in terms of how we want the brand to be portrayed. The products, brand values, image, packaging, visual design, content, voice - these are all aspects we’re trying very hard to bring together to form a tight, cohesive entity known as Clouds & Cups. There’s a lot still to be learned, and we’ve got a long way to go, but that’s what’s exciting. Life is a constant work-in-progress, and the beauty is in the evolution and improvement. The moment you stop and become complacent - that’s the day you stop growing.

Clouds & Cups Neck Labels

All the pieces of our debut Don’t Feed the Screens (SS/18) collection have finally been completed. It’s quite a surreal feeling to be able to see and hold the finished garments. A lot of work has gone into this collection, so it’s extremely exciting to see all the effort manifest itself in physical form. There have been some minor hiccups, a lot of indecisiveness, a healthy dose of frustration, and a fair bit of procrastination, but it’s all come together very nicely. It’s a collection that resonates strongly with us, and we hope it speaks to you in some way, shape, or form too. We’re very eager to share it with you!

We’ve also been chipping away at our website for the past few months and it’s just about done. There’s a few minor tweaks to be made and some final product photos to be uploaded, but it’s shaping up reasonably well. The official launch date will be on Saturday 15th December. Not only will the website be published that day, but we’ll also be holding a stall at Glebe Markets in Sydney. The market is held in the beautiful, shady grounds of Glebe Primary School on the corner of Glebe Point Road and Derby Place. You can find directions here. We’ll be there from 10am to 4pm at stall C55 (see map). If you’ve got some free time, swing by, and say hi! We’re super keen to see and hang out with you all, so come down, grab a coffee, and have a chat. If you feel like copping a tee, this will the perfect opportunity to snag one without having to pay shipping fees. If you do happen to grab something, we’ll chuck in a little something along with it…

Clouds & Cups Glebe Market Map

It’s been a solid journey thus far, and there’s a lot more to come. It’s a little nerve-wracking to arrive at the point where launch day is just around the corner - it feels like an eternity since the idea first sprouted. We want to thank everyone who has shown support, encouragement, and love for our cause. It truly means a great deal when someone takes interest in something so close to your heart. We are extremely appreciative of this, and we won’t ever forget it. We’re blessed to be surrounded by such a strong, supportive, and loyal network. Just as a teacher is nothing without pupils, a brand is nothing without its audience. We’re really excited to be embarking on this journey with you all, and we hope to see you around sometime soon.


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