The electricity of New York City surged through us. We wanted to infuse its energy into every fibre of the brand.

Assuming we would achieve that literally - by sourcing, stitching and sewing locally in Manhattan - we went knocking on the doors of bespoke manufacturers across the city. However after putting together a short list, we found no viable way forward.

Between minimum order quantities in the thousands, and unit costs way above our budget, it was time to pivot. Networking efforts led us abroad where we were promised low minimums, great quality and sustainably sourced materials. Naively, we accepted the terms, but soon realized that execution was lax - and that more diligence was due.

Our grand journey of brand building seemed to be falling apart at the first hurdle. How could we build a clothing company without any clothing? The grandeur of the dream clouded the progress. "What could be?" overpowered "What now?"

Reality is nonlinear, Zen says. No future, no past. All is now. That meant manufacturing.

Now or never...