"If the cravat knot isn't perfect, the outfit isn't complete."
Beau Brummell, who lived in Regency-era Britain in the late 18th to early 19th century, is known as the original dandy and as the man who transformed the values of men’s fashion at the time.
At a time when lavish attire adorned with jewels and embroidery was the norm, he presented a thoroughly pared-down aesthetic: a plain dark suit, a crisp white shirt, and a perfectly tied cravat (the precursor to the necktie).
It is said that he would stand in front of the mirror for hours retieing his cravat, and if he was not satisfied, he would change his entire outfit. What lay behind it was not vanity, but the belief that "a single discord can throw off the whole."
To carry your philosophy through to even the way you tie your necktie.
It is also a question of how to shape your own existence.
One small choice changes you, if only a little.
The changed me chooses something else again.
Within that chain, a distinctive character takes shape.
I think the same is true for brands as well.
One design, one material, one word.At the same time that this accumulation shapes what makes it distinctive, it also renews the brand itself.
This year, cobaco is 17We have reached our anniversary year.
Looking back, I find myself in a very different place from what I had originally envisioned. But that change was by no means a break; it lay along the extension of countless small choices.
If I may borrow Brummell's words,Paying attention to the details may also be a way of shaping the future.
What will cobaco look like by the time it celebrates its 20th anniversary?You may find yourself standing in a place we can't even imagine right now.
A brand is not a fixed logo, but something that grows and evolves as it breathes.
I hope to continue quietly enjoying that change.