In search of A BETTER FEELING.
Interviews
29/09/2020 @system.social

In search of A BETTER FEELING.

What is A BETTER FEELING?

A BETTER FEELING is a product-based label with a focus on functional design that provokes positivity.

With our initial offering as eyewear, we're now expanding into hollowware products that follow our ethos. Uniquely-vesseled candles and diffusers, for example.

I'm the founder and creative director. Working with a very small but very efficient team, our roles often overlap to get things done. Personally, I'm very hands on – so I'm involved in pretty much everything from design to production to marketing.

Doing things exactly how we want and when we want is my biggest achievement.

What was the inspiration behind A BETTER FEELING?

Initially, a great day from start to end while I was in Bangkok, Thailand, inspired the name. Starting with an excellent breakfast, which evoked my tastebuds, then touching and buying an unknown local knitwear brand, ending with an excellent spa session.

All of that, together, made me feel the best I have ever felt. I wanted to create a brand that finds a way to reflect that feeling.

In search of A BETTER FEELING.

What would you say is the brand message at A BETTER FEELING?

For me, it's to deliver high quality, unusual, long lasting and innovative products that you can connect with on a real, sensory level.

What are you most proud of?

I really believe that having an independent brand which doesn’t rely on retailers, and doing things exactly how we want and when we want is my biggest achievement.

How did you come to work with high-profile artists like Billie Eilish and Stevie Wonder?

They mostly reached out to us or bought the product. We don’t really have a traditional PR and most of the convos are done in DM's.

What are the biggest challenges you've faced so far?

I think the main challenge was to launch something from the ground up without any industry backing. I really came out of the woodworks with my take and with what I think is cool.

Thankfully, I was fortunate to find likeminded people early on who are part of the team and who have helped make things happen until now. Without the team in place there's no way I could have done a fraction of what we've reached.

In what direction do you see the eyewear industry heading next?

Generally, I think it's heading towards more experimentation and experience. People are much more open-minded because of the access to knowledge and aesthetics from Instagram. For example, for us, the more experimental we go the more it connects with our audience and the better it sells.

In that sense, I think the description of the word 'commercial' has changed. The product doesn't have to be boring or traditional to sell. I think customers are much smarter now and are looking for innovation.

The main challenge was to launch something from the ground up without any industry backing. I was fortunate to find likeminded people early on who who have helped make things happen until now.

And where do you see the brand heading beyond that?

Our next journey is into hollowware (candles, diffusers, etc), most of it mainly made of aluminium, which is pretty unique for this sector. After that, we'll see where it takes us. The idea is to tap into a lot of essential products that improve your daily experience.

And in the long-term?

My future aspirations are to expand the brand online and get into more products/sectors that are traditionally hard to crack independently.

I'd also like to have a physical store at some point. Even though a lot of people would say brick and mortar is dead, I really don't agree. I see it as an extension to the brand that really gives people a full picture of what we're trying to achieve and the experience we're trying to create.

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