Senad Osaj 24/11/25 - When I first had the idea to start a blog (more than a year ago now). The main motivation behind it was to get people to read and hopefully get at least one person who is affected by it and gets them inspired. With the instagram page I like to make creative skits on there and creative posts whilst also promoting the product. I also hope to share advice that I've learnt from running this brand, whether it's life, business or spiritual, whatever it may be, I'd want it to serve as a thing to reference when people need help. I got inspired by Virgil Abloh's website "FREE GAME" which talks about everything you need to get a brand started. Although I could do that, there would be no point since it's been done and done very well.
I just released the new ASL grey tracksuit and this is the first drop since the start of the year around jan/feb. When I look back at how much time has gone without releasing anything, it's a punch in the stomach to be completely truthful. Not only is it hard trying to get into the rhythm of creating consistently, but also trying to win people back. Having such a long time away from Atlas made me feel like I dug myself into a well, All the while having a full-time job. It was a very hard thing to get through. The amount of self-doubt I went through was uncanny and I was not ready for it. I kept saying to myself "maybe you're just part of the statistic that doesn't become successful". I vividly remember speaking to my girlfriend about wanting to give up and throw in the towel. It almost felt good to admit that I didn't feel ashamed to quit, almost relieved. I let that thought of giving up run through my mind for weeks. It was tough, it felt like no one could help me, I didn't know anyone with their own business to speak to for advice. It felt logical to quit, the amount of money I spent, time I've wasted trying to make this work and don't get me started on the older relatives in the family gatherings interrogating me. "How's the clothing business going?" "Are you getting many sales?". I've got nothing against them and I'm sure other families are similar. I'm sure it comes from a place of good intention for me. But in these cultures, it's very hard to see someone who's bright, work on something that is taking all their time and energy and isn't giving them anything back. It's a hard concept to wrap your head around. The fact that I can spend countless hours and a lot of money on something that isn't even guaranteed to work. To anyone this would seem stupid. Even when I look back on the resources I've spent it looks stupid. But there's a feeling in my gut that I get, no matter how depressed, upset, lonely I get, that just sticks around. Even when I'm going through failure, something is telling me to keep going and for some stupid reason I listen to it. I'm sure that other people get this feeling too. It drives people to do the most outrageous things. But in their head it makes sense, so if anything you just read aligns with you, whatever that thing that you're thinking about doing or that risk that you've been considering. DO IT! It only has to make sense to you. So do it anyway and let people say whatever they want from the sidelines.