Nanakorobi yaoki
Japanese proverb.
Fall seven times, get up eight.
August 8th 2024, 5 years after opening the doors of Store Du Nord on August 8th 2019.
Half a decade of storytelling, conquering obstacles and achieving goals.
I climbed to the top of my mountain, fell down many times along the way but always got up.
Resilience is a keyword in retail, and life in general.
As these 5 years have passed I find myself yet again at a point where I need to get up on my feet again and start climbing the mountain once more.
The past years have taught me a lot.
Believing in myself, visualizing goals and trying to stay true to myself.
It has not been easy nor will it ever be.
This 5th year has kicked me straight up in the nuts, so ridiculously hard that it had me down and out. K.O.
It forced me to pull the hand break and come to a full and abrupt stop, having to make tough decisions and try to save what's been built.
One of the biggest mistakes I made was letting the peak results of the past 2 years lose my focus. Overspending, doing huge investments and risk moving forward without a financial buffer.
Enter the nutsack kicker.
Now I need recalibrate.
Going back to my roots and downsizing in collections, letting my staff go (truly sorry guys) and rise again from the ashes like a phoenix.
Despite the hardship, I am thankful for the situation I am in now.
My dear friend Jamel Armand said it very clear and simple, when looking at laundry detergents at my shop:
"Fuck this shit, this is not you."
It made me realize what I am most passionate about, telling the story of the makers.
It made me reconsider the type of garments I want to talk about, the long-lasting experience I want you to enjoy with a garment, the books and objects I want to share with you.
I always mocked "go hard or go bankrupt" and now I fell down hard, at the brink of bankruptcy but this time too... I get up again.
Thank you for accompanying me in this journey.
Here's to the next 5 years!
Upwards and onwards 
