NOT ME ONLY
The Meaning
There are layers to this.
Creating clothing based on a personal brand is fairly standard. But Matti wanted to create a clothing brand in a different way. A brand for his audience and beyond, not solely about him— NOT [Matti] ONLY.
Additionally, we can default into thinking solely about ourselves, a lot. But we wanted to help others as we treat ourselves through a 10% giveback strategy— NOT [us] ONLY.
The Result— NOT ME ONLY.
NOT ME ONLY
10% Giveback
10% of our gross revenue will go to New Story charity to help to build safe homes for families in Mexico who are currently living in danger. Because of New Story’s 100% promise, every cent of this donation goes straight to helping a family— and every contribution makes a life-changing difference. New Story’s mission is to house 1M people by 2030, more stories of impact.
NOT ME ONLY
(Brief) History
In late 2020 YouTuber/Filmmaker Matti Haapoja teamed up with Norwegian fashion designer Torry Orderud and his partner Henriette Bendiksen to create minimalist, Scandinavian inspired clothing— clothing that Matti would actually be excited to wear day in and day out.
NOT ME ONLY
Design Inspiration
The same principles that Matti applies to his filmmaking translate nicely into the clothing design world. Subtle, yet bold details, where the closer you look, the more you realize the intentionality.
It may seem like a humble solid color shirt from afar, but as you feel, wear, and experience each item, the uniqueness and intentionality is evident.
