Building a Brand: The Story Behind Our Friends & Family Collection
Building a Brand: The Story Behind Our Friends & Family Collection
When you think about launching a brand, what’s the first thing that comes to mind? A sleek logo? A carefully curated color palette? Maybe a cool tagline that looks good on a billboard? Sure, all those things matter. But if you ask us, the most important thing a brand can have is trust. And trust? Well, that’s something you can’t slap a font on and call it a day.
Building trust takes time, consistency, and—let’s be real—a little bit of proof. That’s why we’re introducing our Friends & Family Collection: a small-batch drop of T-shirts and hoodies designed not just to showcase our aesthetic but to set the foundation for something bigger. This collection is our handshake, our way of saying, “Hey, we’re here, we’re serious, and we care about quality.”
The Power of Simplicity (and a Little Bit of Serendipity)
For this first release, we kept it clean and classic. The collection features our brand’s name in a primary font on two colorways of short-sleeve T-shirts and a hoodie. No frills, no over-the-top designs—just a solid, wearable introduction to what Next of Kin is all about.
But then, we added a little something extra.
A select few pieces in this collection feature a quote on the back that reads: “Working with people smarter than me.”
Now, let’s clear this up right away—this is not our official company slogan, nor are we launching a line of cryptic, half-finished quotes that leave people guessing (although, come to think of it, that’s not a bad idea). The real story behind the quote is much more personal.
The Wisdom Behind the Words
When we started Next of Kin, we knew one thing for sure: we couldn’t do it alone. We needed to tap into our network—people who had different skills, different experiences, and, yes, different expertise than we did. The phrase “Working with people smarter than me” isn’t about ranking intelligence; it’s about recognizing the value of diverse perspectives and skills.
Here’s the full quote: “Working with people smarter than me is a blessing, not competition.”
We should all aim to surround ourselves with people who push us to be better, who bring something different to the table, and who make the end result stronger. Because let’s be honest—if you’re the smartest person in the room all the time, you’re probably in the wrong room.
Now, why is this quote only on a handful of pieces? Funny story. Initially, it was just going to be on the hoodies. But, in one of those classic “behind-the-scenes of starting a brand” moments, we had to hit a minimum order threshold to create the screen for printing (yes, we’re letting you in on the process). So, a few tees got the quote too. Consider them collector’s items.
A Sample of What’s to Come
This Friends & Family Collection is just the beginning. We wanted to create something tangible—something that lets you feel the quality, see the craftsmanship, and get an early look at what Next of Kin represents. More collections, more stories, and more ways to connect are on the horizon.
For now, this drop is our way of inviting you in, giving you a glimpse of what we’re building, and setting the stage for the future. Because at the end of the day, a brand isn’t just about a logo or a catchy name—it’s about the people who believe in it, the community that forms around it, and the trust that’s built along the way.
Stay tuned. The best is yet to come.
