I think we're done here.

When I started OWM, the idea was simple: create timeless basics from noble materials and commission emerging artists to tell stories around each capsule. Like the name suggests it, to Only make and do What Matters.

It didn’t take long to realize that building a brand differently comes with its own set of challenges.

The playbook for young brands today is clear: stay hyper-present on social media, feed the content machine, and produce endless streams of posts, hoping for virality. It never felt right to me, nor did it fit the world I aspire to create for OWM. I don’t want to build a brand whose identity is shaped by algorithms or engagement metrics. I want to create things for people.

Brands hold immense power to influence culture. Some of the most defining cultural moments have been shaped by fashion houses and lifestyle brands. Commissioning designers, photographers, filmmakers, and musicians… creating work that defines eras. But who is hired? The already visible, the already validated, and that is amazing. But what about the emerging voices? The artists who don’t have the right connections, those from underrepresented communities, or the ones who’ve been so busy maintaining an online presence that they’ve lost sight of their creative vision?

I realized that if I want to have an impact, I have to do it outside the conventional playbook. I don’t want to force OWM or myself into a system that doesn’t align with our purpose.

I don’t believe storytelling and cultural influence should be confined to social media. There are other ways to reach people, to inspire, to connect (that have existed for way longer than social media has). It doesn’t have to be through the lens of an algorithm or the pressure of constant visibility and trends. I believe there are many who feel the same—those who long for a simpler, more intentional way of consuming and connecting.

As much as I appreciate the artistry of fashion weeks and red carpet moments, I don’t relate to them. My relationship with clothing is different. I care about how it feels on my skin, how it becomes part of my identity. I don’t follow trends; I have one style—my own. The clothes I choose are meant to be worn for years, each piece has an individual impact and its place within a broader narrative (my wardrobe’s)—there’s no rush, no expiration, just a continuous evolution of taste and vision.

There are so many stories that need be told, none should be an ad (in the popular sense).

In the coming weeks, I will launch a pre-order/crowdfunding campaign, inviting people who share this vision to invest through their preorders on the production of our first committed to the arts capsule. Not just to fund the clothes, but to invest in a different way of creating, of storytelling, of supporting culture. Starting with this drop, and as long as OWM exists, 50% of our profits will go directly to artists through a direct trimestrial grant.

If you’re an emerging artist seeking support, an established artist who wants to send the elevator back, or a gallery or cultural institution looking to connect, please reach out to me directly at s.moreau@owmparis.com. Only What Matters really matters.