[It is an obvious question, but any further plans to branch out into hiking gear? Your brand is known specifically for urban products.]
Let's say – not actively. I think there are already some pieces available, like the Ashokan. A while back we did a shoot together with Dreaded Path. They picked out that bag themselves, so we actually, without knowing, created a backpack that is applicable to these settings. But it was not meant for that. It is exactly what I said in the beginning, we do not mandate or force a particular functionality.
[In terms of storytelling, you guys are one of the top creators of visuals for any product on the internet, ever. Every time you release a collection, it is just like – "woah". How does this come about? It looks like you either have a really intense creative team here, or you give creators full control, whatever they want to do.]
It is a bit of both. You can actually see it when we work. We have core content that we create out of this team, and we will relay the appreciation to the core people, for sure *laughs*. Then we also work with people from our creative community. Either they approach us, or we approach them. For example, recently, Adam Katz Sinding. He has been a fan of the brand for a long time, and we are super fortunate to be able to work with him. There are other people as well, like Olli Hoosen, who is a dear friend of the brand, and we love working with him. We just have to send a product, and he goes off.